Research On The Marketing Strategy Of YJ Educational Institutions

Since the reform and opening up,China has always attached great importance to education,adhere to the foundation of "education power",has issued various policies to promote the healthy development of China’s education.Awareness education is also rising,but due to problems such as "large amount",school education is very difficult to meet the needs of all students,and push forward the reform policy was entrance examination for secondary school or college junior middle school and high school students entrance pressure increase gradually,for parents to "high",children can pass the right school is very important.This allows the K12after-school education industry to obtain better development prospects.At the same time,more and more educational institutions have realized the important role of K12 discipline business in creating higher economic benefits for themselves,and have joined the competition queue,and the market competition is becoming increasingly fierce.For these educational institutions,it is particularly urgent to adopt effective marketing strategies to cope with the fierce market competition.After years of development,YJ educational institutions have gradually expanded their campus scale,but their marketing still shows obvious disadvantages in the face of fierce market competition,which is not conducive to the expansion of market share of the institutions.Therefore,this thesis takes YJ education institution as a case study to carry out corresponding research on its marketing strategy.First of all,on the basis of the former research results,this thesis determines the meaning of the core concept of the thesis,expounds the 4P marketing mix theory,STP strategy,and the marketing environment analysis tool used in the research,as the theoretical basis of the thesis research;Secondly,on the basis of introducing the basic situation of YJ education institution,PEST is used to analyze the macro environment of the institution,five forces analysis is used to analyze the industrial environment of the institution,and the internal environment of the institution is analyzed from the aspects of human resources,financial resources and so on.Starting from the internal and external environment of the organization,the SWOT matrix is constructed to provide reference for the formulation of subsequent marketing strategies.Then,based on the 4P marketing mix theory,it introduces the current marketing strategies of YJ educational institutions.Using the questionnaire survey method,understand the real evaluation and internal demand of parents on the current marketing strategy of YJ education institutions,on this basis,analyze the main problems existing in the marketing strategy of YJ education institutions;Finally,through STP strategy,determine the target market and market positioning of YJ educational institutions.On this basis,in view of the existing problems,put forward effective product strategy,price strategy,channel strategy and promotion strategy.And put forward effective safeguard measures from the organization,system and talent.In view of the problems of YJ education institutions,such as insufficient development of online teaching products,higher product pricing,and over-reliance on offline sales channels,this thesis proposes that YJ education institutions will focus on the development of subject teaching courses in senior high schools and puts forward corresponding countermeasures from several aspects,such as promoting the development of online education products,respecting the laws of marketing and scientific pricing,and actively expanding new media sales channels.I hope this study can contribute to YJ education institutions and even other K12 education institutions to formulate effective marketing strategies.