Research On Curriculum Product Strategy Of Kunming GF Institutions Under The "double Reduction" Policy

The promulgation of the "double reduction" policy(reduce the heavy homework burden and out-school learning burden of students in the stage of compulsory education)has brought a great blow to out-school learning institutions.The business hours of out-school learning institutions has been greatly cut down,the business volume has been shortened,and the living space has been hugely compressed.Out-school learning institutions must find new survival value and development space.Product is the core of marketing activities.Scientific and reasonable product strategy can help out-school learning institutions determine the development direction and enhance their competitive strength.This paper takes Kunming GF out-school learning institution as the main research object.Carry out internal environment analysis and external environment analysis.Based on the SWOT analysis of GF institution,the quality-oriented education curriculum is preliminarily determined as the transformation direction.The market questionnaire survey is carried out from the specific content of quality-oriented education curriculum and the new needs of customers.According to STP theory,the GF target market is subdivided and reselected,and the market positioning is defined.Put forward the following product optimization strategies: increase the product line of quality-oriented education curriculum;Develop a quality education learning center,which consists of popular science and technology classes(safety education,information technology,cultural tradition,green life,etc.),mental health and joy classes(learning difficulties,interpersonal communication problems,parent-child relationship problems,bad emotions,sexual psychological problems,etc.),brain thinking and wisdom classes(children's programming),and creative classes with novel educational themes(children's financial quotient education,death education,speculative education,medical general education and global citizenship education);Provide weekend hosting,winter and summer vocation hosting services and shape product brands.At the same time,it puts forward safeguard measures such as strengthening professional training of teachers' team,strengthening fund management,polishing product quality and improving customer service quality.