Research On The Marketing Strategy Of The Civil Servant Examination Training Business Of Chalk Education

Since the outbreak of new coronavirus pneumonia,the downward pressure on China’s economy has continued to increase,and the problems of enterprise operation and employment of the masses have become increasingly prominent.Under such a social background,the advantages of high career stability and good salary and welfare of civil servants have been continuously amplified.It is one of the occupations widely recognized by the public.The civil service examination is divided into national civil service examination and provincial(municipal)civil servant examination.It has a fair and sound examination process and is generally held only once a year.Affected by factors such as low examination frequency,long preparation cycle and great competition difficulty,a large number of candidates choose to participate in training in order to obtain professional and fine guidance in a short time,so as to achieve better results in the civil service examination.The "public examination fever" gave birth to the "training fever",and the civil servant examination and training industry is booming day by day.Among thousands of civil service examination and training institutions across the country,chalk education has sprung up with the teaching mode of online and offline integration.It has become a leader in the industry in just six years,and is deeply affirmed and welcomed by the majority of candidates.However,with its increasing scale,it also exposes many problems to be solved urgently.This paper believes that chalk education should scientifically evaluate the current marketing environment,sort out its current marketing strategies,and put forward feasible marketing strategy optimization schemes for its own problems.In the process of writing this article,I mainly consulted and collected research journals and book materials in the civil service examination and training industry and related education and training industries through the literature research method,extensively understood the marketing research methods and excellent experience in the education and training industry,and conducted targeted research on civil servants.The marketing strategy of the examination training institution;through the case analysis method combined with the actual situation of the enterprise,sort out the marketing strategy of the enterprise,summarize the advantages and disadvantages,and enrich the thesis point of view.This paper takes chalk education as an example to conduct research and analysis.First,it analyzes its marketing environment from the two dimensions of external environment and internal environment,and concludes that the civil servant examination industry is in a stage of continuous prosperity,but chalk education will face more intense challenges.Market competition environment;secondly,using the 4P marketing theory to sort out its current marketing strategies from the four perspectives of product,price,channel,and promotion,and found that it has product convergence,weak targeting,unreasonable teaching plans,high offline training pricing,and profit margins.There are few problems,such as few branch schools,weak management of sales staff,single scope,low publicity,and few promotional methods;finally,to solve the problem,it is proposed to optimize product mix,improve teaching plan,scientifically formulate offline training course prices,enrich pricing strategies,and expand lines The number of branch campuses will be expanded,the scope of sales personnel will be expanded,the management of channel members will be strengthened,publicity efforts will be intensified,and promotional methods will be enriched.The optimization plan based on the 4P marketing theory can help Chalk Education solve the difficulties in the current development process and help it develop healthily and continuously in the fierce market competition.This thesis enriches the research on marketing strategies of civil servant examination training institutions,and can also provide some reference for the development of various institutions in the civil servant examination training industry.