Research On Marketing Strategy Optimization Of Yanbian New Way Education Consulting Company

Vocational education and training plays an important role in promoting education reform,implementing education equity,serving and supporting national modernization in all aspects,and is an important part of the socialist education with Chinese characteristics.The public service examination and training industry is a branch of the vocational education and training industry.The public’s increasing attention to the recruitment of civil servants and institutions and strong enthusiasm for the examination have promoted its rapid development.The public examination and training industry has a broad market space and a low entry threshold.With the influx of investors and the increase of investment amount,the number of enterprises and the market scale of the civil service examination and training industry are constantly expanding.The number of institutions competing to enter the vocational education and training industry is increasing in the short term,and the competition level of the original market is constantly improving.In order to improve their own competitiveness and enterprise profits,many enterprises began to adopt various methods to integrate resources and optimize strategies through various forms,in order to reduce operating costs and increase profits.In the case of relatively limited total market demand,each training company is even more innovative in marketing channels and promotion methods to seize market share.Formulating more scientific and reasonable marketing strategies is of great help to enterprises to occupy favorable market share in market competition and realize long-term development.Taking Yanbian new way education consulting company,a representative public service examination and training institution in Yanbian Prefecture,Jilin Province,as the analysis object,and using the research methods of literature,field investigation and questionnaire survey,this paper makes a thorough study according to the company’s marketing status,marketing environment and current marketing strategy,with a view to providing Yanbian new way education consulting company with a set of scientific,reasonable,efficient and perfect marketing strategies,It can help the company to be longterm and stable,and create a series of marketing guarantee measures in human resources,enterprise culture,technical support,financial capital,etc.It is hoped that it can provide corresponding marketing theory and practical basis for Yanbian new way education consulting company to improve marketing strategy,and give some inspiration to improve its market competitiveness and increase the company’s profits.The following conclusions are drawn from the research in this paper: the marketing activities of Yanbian new channel Education Consulting Co.,Ltd.have such major problems as unreasonable product setting,unsound price system,single marketing channel and lack of characteristics of promotional activities.The reasons for these problems are attributed to the company’s outdated core marketing concepts,lack of senior industry experts,imperfect employee incentive mechanism,affecting the efficient performance of duties and daily management,This has resulted in the phenomenon of employees’ job burnout.Based on the analysis of the current marketing situation and marketing environment of Yanbian new channel education consulting company,the company optimized its marketing strategy,and proposed that the company should set up modular courses,add model test classes,research and development combination series courses,strengthen the research and development of books,and expand its business scope.At the level of pricing strategy,we should adopt a variety of pricing methods,pricing separately and adjusting pricing.In terms of channel strategy,we should seek common development with other companies in Yanbian and attach importance to network marketing channels.At the promotion strategy level,it is necessary to innovate promotion methods,highlight the added value of products,increase the promotion of shopping festivals,implement the member points system,promote word-ofmouth publicity,integrate multi-channel data systems and carry out targeted promotion.At the same time,it also proposes that Yanbian new way education consulting company should formulate the safeguard measures of marketing strategy,build a professional marketing team at the level of human resources,establish a full-time marketing performance evaluation system and introduce professional teachers;Strengthening the construction of enterprise culture;Strengthen the support of hardware and software technology;Create new teaching models and diversified teaching methods;At the capital level,expand financing channels,improve capital management and cost control to ensure the successful implementation of marketing strategies.