Research On Marketing Strategy Optimization Of S Children’s Art Training Company

Innovating marketing strategies and improving marketing means have increasingly become an important starting point for enterprises to enhance their competitiveness and enhance economic benefits.As a new service industry in recent years,education and training has been highly welcomed by capital.As an important branch of the training industry,children’s art training has also begun to show explosive growth,and the market competition is becoming extremely intense.However,because the education and training industry is mainly a large number of small and medium-sized training enterprises,and the serious homogenization problem among enterprises,it is difficult to form high-quality enterprises with both scale and brand advantages.Since 2020,with the COVID-19 outbreak,training institutions have faced more complex problems,but with the " double reduction " With the further implementation of the policy,the after-school training market,which was originally divided by subject education,is also quietly returning to the quality education dominated by art and sports.It is not difficult to see that after the implementation of the "double reduction" policy,coupled with the emergence of "epidemic" problems,there are certain uncertainties in the market development,and the operation mode and marketing methods of art training institutions are also facing unprecedented changes.Marketing,as a key link affecting the survival and development of enterprises,how should art training companies adjust their marketing strategies to meet the development opportunities in the new stage,has become the primary problem faced by companies.This research selects S children’s art training company as the object,comprehensively uses STP positioning analysis,SWOT environment analysis and 4P marketing theory to analyze the marketing status,problems and environment of S company,and puts forward the marketing optimization strategy of S company.First of all,through in-depth discussion and research on the basic situation and marketing situation of S Company,it is found that S company has problems such as fuzzy market positioning,serious homogenization of basic products,low channel construction efficiency,product pricing and content decoupling,and little promotion investment.From the data,these problems not only affect the short-term development of enterprises,but also affect the marketing progress of enterprises,Even threatens the survival of the S company.Second,using SWOT analysis of S company marketing environment,on the basis of the analysis of STP positioning theory and 4P marketing strategy proposed S marketing optimization strategy: one is through the customer base market positioning optimization,the second is from the product portfolio design,personality product customization perfect S product strategy,three is from increasing online community marketing,improve online activities,correlation optimization channel strategy,four is to meet consumer demand portfolio pricing strategy,five is through the combination of advertising language and word of mouth,etc Promotional strategy.Finally,through adjusting the personnel management structure,strengthening the construction of marketing team,improve the assessment system and incentive mechanism and other measures to ensure.This study through the marketing strategy optimization of S education training institutions,for S company in the key period of further transformation development put forward adaptive marketing strategy,in order to improve the S company after the "double reduction" policy,but also for the same type of small and medium-sized art education and training institutions after the outbreak of marketing strategy adjustment,provide certain reference.