Research On The Improvement Plan Of Marketing Strategy Of LJ Education And Training Company

In the early 21 st century,a large number of subject course tutoring in primary and secondary schools emerged.Under the demand of students' parents for improving the efficiency of examination results,subject course tutoring in primary and secondary schools gradually changed from individual tutoring to commercial institutions.LJ Education and Training Company was founded in 2006.In the first decade,LJ mainly explored the training market of prefecture-level cities and counties in Shaanxi,and gradually entered the stage of rapid development.In the second decade,LJ should establish a public reputation in the training market of Xi 'an and other provinces,and complete the target of 5 million trainees by 2025.With the increasing demands of parents and students and the rapid rise of online education,LJ education needs to deeply study parents and students in different regions,combine years of offline teaching experience,integrate online resources,and achieve another take-off in enrollment performance.Firstly,this paper expounds the historical background of LJ education and training company,introduces the marketing theory and domestic and foreign research results of marketing in the education and training industry,deeply analyzes the marketing status of the enterprise,and finds out the marketing problems and causes of the company based on the marketing 7P theory.Secondly,SWOT analysis is used to find out the external opportunities and challenges as well as internal strengths and weaknesses,thus providing a choice for the marketing strategy of LJ Education and Training Company.Thirdly,according to STP theory,market segmentation,target market selection and market positioning are made for LJ Education and training Company,and corresponding marketing strategy optimization and improvement plans are clearly proposed from the above seven aspects.Finally,the guarantee measures needed in the marketing strategy optimization of LJ education and training company are put forward to ensure the effective implementation of the plan.Based on the marketing model of traditional offline training institutions and the reference model in the enrollment process of online education institutions,this paper integrates students' psychological research and counseling into exam-oriented counseling courses to maximize the needs of students' parents,so as to break through the current enrollment bottleneck period.It is hoped that through the application of this marketing strategy optimization and improvement scheme,offline training institutions can make use of their own advantages and combine Internet resources to better meet the development requirements of The Times,and at the same time make customers and enterprises reach a win-win situation.