Research On The Marketing Strategy Of Public Examination Training Of Luoyang Branch Of ZhongGong Education

In recent years,in order to alleviate the employment problem,the country has continuously expanded the number of civil servants recruited,which has stimulated the vigorous development of public examination training institutions.The rising of emerging brands has brought vitality to the market,and also made the public examination training industry face fierce competition and reshuffle.For the head organization of public examination training,there is not only the continuous pressure to reverse the sluggish business,but also to cope with the market competition of peers,to win more students and market share,and to break out of the tight encirclement in the competition.Training institutions should continue to innovate,pay attention to competitive institutions,adapt to market and policy changes,timely adjust marketing strategies,and achieve sustainable development.Taking the development of ZG education in Luoyang as an example,this paper studies the marketing strategy of educational institutions according to the thinking method based on theory and practice.Firstly,PEST macro environment analysis method and Porter’s five forces model are used to analyze the industry environment;Secondly,it analyzes the marketing situation of ZG Education through the service marketing strategy,and summarizes the problems in the marketing strategy combination,including commodity homogeneity,higher refund rate,simple pricing method,brain drain,and service quality to be improved;Finally,based on the above problems,the improvement countermeasures for the public examination training marketing strategy of ZG Education are proposed from seven aspects: commodity differentiation,price strategy improvement,talent management strategy improvement,service process optimization and strengthening channel marketing.This paper analyzes the marketing strategy of ZG education through big data research,market research,comparative analysis and other methods.Through in-depth research on this topic,it discusses a marketing method that is more suitable for ZG education,so that it can more effectively promote the growth of domestic education.