Research On The Optimization Of Marketing Strategy Implemented By Trusteeship Education Institution In The Third-class City

With the development of China's economy and the further deepening of social division of labor,dual workers have become the main family model in cities.The biggest pain point for parents of double working families is the problem of sending their children to and from school,which is a common phenomenon in Chinese society,and this problem has become increasingly serious in recent years.In recent years,the Ministry of education has started to carry out after-school service activities in primary and secondary schools.The third-class cities have been fully developed.The second and third tier cities are still in the exploration stage.D-custody education institutions in S City,the third tier cities,are eager to transform and upgrade before the policy environment changes through improving marketing strategies,and then stand out from the market.In this paper,through the comprehensive use of questionnaire survey method,in-depth interview,SWOT theory,7p marketing mix theory and STP theory,the advantages and disadvantages,opportunities and threats faced by D trusteeship education institutions,as well as the current situation of its marketing strategy are deeply analyzed.In 7p marketing mix strategy,the problems of D organization in product strategy are single product type and single product positioning;in pricing strategy,there are single pricing strategy and discrimination pricing;in marketing channel,there are problems of marketing channel lack of innovation and marketing effect is not ideal;in promotion,D organization has more means of promotion,and there is a problem The results show that the status quo of promotion strategy is good;D organization can not show stable and popular corporate image through external entities in terms of tangible display,and needs to be further improved in terms of attracting customers;D organization's problems in process strategy are lack of standardized management in sales process and service process.In the improvement of 7p marketing mix strategy,organization D adopts the product diversification strategy(adding various interest classes and in class academic counseling classes,appropriately adding online education counseling classes)and product differentiation strategy(adding parent growth class project);in the pricing strategy,organization d first standardizes the pricing process;secondly,organization D will be in the original market On the basis of pricing,adjust the pricing list according to the competition oriented pricing method and demand-oriented pricing method;the improvement of channel strategy of D trusteeship education institution mainly includes the improvement of sales channel and service providing channel strategy,the improvement of sales channel strategy includes word-of-mouth marketing and network marketing;the improvement of service providing channel strategy mainly includes building online service providing platform;the improvement of D trusteeship education institution's existing channel strategy mainly includes the improvement of sales channel and service providing channel strategy In the future,it plans to launch two new promotion methods: joint promotion and personnel promotion;in the aspect of tangible display strategy,the improvement of D organization mainly lies in the tangible service environment and corporate image;in the aspect of personnel strategy,it suggests D organization from four aspects: professional division,standardized staff management,establishment of performance management mechanism and strengthening the construction of teaching staff In terms of process strategy,it is suggested that organization D should make standardized process for sales process and service process.This paper also puts forward safeguard measures from the perspective of corporate culture and corporate strategy for D organization.In shaping corporate culture,D organization should implement the following three safeguard measures: establish the "people-oriented" education service values;establish customer information files and manage them effectively;implement return visit service to obtain customer feedback.In the aspect of adjusting enterprise strategy,organization D should implement the following two safeguard measures: using the Balanced Scorecard tool to formulate quantitative strategic objectives;according to the strategic objectives to formulate company level strategy(development strategy,diversification strategy,strategic alliance of education business),business level strategy(low-cost competition strategy of hosting business,differentiated competition strategy of education business)and functional level strategy Strategy(low cost marketing strategy of hosting business,differentiated marketing strategy of education business).After half a year of adopting the above measures,the operating performance of organization D has been improved to a certain extent.