Research On Marketing Strategy Of DLHR Company

In recent years,people are paying more and more attention to education,and the off-campus education and training market for primary and secondary school students is heating up rapidly and maintaining a rapid development trend.A large amount of capital into education,coupled with the outbreak of the new crown epidemic,so that online education quickly spread the market,2021 "double reduction" policy implementation,a large number of subject education institutions to quality education,industry competition has tended to white-hot.The complex and unpredictable external environment has forced managers of education and training institutions to start paying more attention to marketing strategies in the hope of opening up the market quickly and increasing market share and awareness.DLHR is an AI education and training organization headquartered in Dalian.After four years of market development,the company has made slow progress in market development,and the actual results accomplished each year are large compared to the goals set by the company.By analyzing the internal and external marketing environment of DLHR and combining with marketing-related theories,this thesis studies the marketing strategy of the company to increase revenue and attract flow,and devotes to solving the marketing problems of the company and improving its comprehensive strength.Firstly,through questionnaire survey and staff interview,based on in-depth research,this thesis proposes that DLHR,the research target,has problems such as poor brand promotion,imperfect channel construction and unsound marketing team.Following that,this study analyzed the external marketing environment and internal resource capabilities of DLHR using the environmental analysis method of marketing.Then,using STP theory,market segmentation is conducted,target markets are selected,and market positioning is determined to help DLHR make effective market decisions.Then use the marketing mix strategy theory to design a marketing strategy plan for DLHR from four aspects: product,price,channel,promotion.Finally,put forward supporting security measures,including the establishment of a sound marketing organization,the establishment of training and assessment and incentive mechanisms to ensure that the marketing strategy can be operated and can be implemented.This thesis combines marketing theories and methods with the company’s marketing reality to develop a marketing strategy that meets the development of DLHR.It is a good practical guidance for DLHR to improve its marketing work and enhance its performance.It also has some guiding significance to promote the quality improvement of marketing of educational institutions for primary and secondary school students in China and to promote the healthy development of the market.