Research On Marketing Strategy Optimization Of JZ Education And Training Institutions

In 2022,the number of college graduates will be 10.76 million,a record high both in scale and increment.At the same time,in 2022,the number of civil servants who signed up for the exam also reached 2.123 million,breaking the record of the largest number of applicants since the opening of the exam.In recent years,affected by the COVID-19,some industries have experienced wage cuts,layoffs,closures and other phenomena,which directly led to a significant reduction in the number of jobs available to graduates in the market.On the one hand,the supply of college graduates has increased significantly,on the other hand,the number of jobs available in the market has decreased,resulting in the increasingly fierce employment competition.For many college students who are about to graduate and want to apply for jobs,the harsh employment environment in recent years has made them realize the importance of career "stability" early,and regard entering the system as the best career choice for them to enter the society.The civil service examination is mainly composed of "written examination" and "interview".The examination questions and forms are unfamiliar to most candidates,so many candidates want to seek the help of professional institutions.This phenomenon has prompted the rapid development of the civil service examination training industry.In recent years,more and more civil service training institutions have been established in the market,leading to the growing competition in this industry.The object of this study is JZ education training institution,which is a traditional and offline training institution mainly engaged in public service examination,including but not limited to the civil service examination of the national examination and provincial examination,the recruitment of public institutions in various regions,the "three support and one support",military civilian training courses,etc.The students of JZ education and training institutions mainly come from Jiangxi Province,which has a good reputation and a stable source of students.However,in recent years,with the development of the Internet,the impact of the epidemic and other factors,the traditional offline training model can no longer meet the needs of consumers.If the development strategy and marketing model cannot be adjusted in time,the market share will inevitably be occupied by other institutions.This paper takes JZ education and training institutions as a list,combines references and existing research results,and uses PEST analysis method and Porter’s five forces model to systematically analyze the internal and external environment of the public examination training industry.At the same time,it summarizes the current marketing situation of JZ education from the perspective of the 4P theory,and summarizes the problems existing in the institutions at present,such as less selective products,single pricing,insufficient channel expansion,and traditional promotion methods.To solve these problems,a new set of marketing strategy optimization measures is formulated,and finally,implementation guarantee measures are provided from four aspects of capital,human resources,corporate culture and organizational construction.Through the above analysis and suggested measures,I hope this article can give some help and reference to JZ education and training institutions and other institutions in the same industry in terms of marketing strategies.