Research On Market Expansion Scheme Of A Education And Training Institution Requirements

In July 2021,the general office of the CPC Central Committee issued the opinions on further reducing the homework burden and after-school training burden of students in the stage of compulsory education,which clearly prohibits offline discipline(including English)training for preschool children in the name of preschool class,connection between childhood and childhood,thinking training class,etc.The notice on further clarifying the scope of disciplines and non disciplines of out of school training in the stage of compulsory education issued by the Ministry of education clearly points out that sports,art disciplines and comprehensive practical activities(including information technology education,labor and Technology Education)are managed according to non disciplines.Due to the major changes in national policies,many large discipline education and training institutions have turned to quality education and training,such as New Oriental and XRS,which leads to more fierce competition in the quality education and training market.The a education and training institution studied in this paper is the Weinan franchise company of Beijing Bell science and education group,located in Linwei district.It is an extracurricular quality education training institution with children’s LEGO education and children’s programming education as its core business.As a non discipline education institution,the peer market competition is fierce,coupled with the transformation of other discipline education and training institutions to quality education and training,a education and training institution is in a critical period of development and needs to strengthen market expansion.Taking a education and training institution as the research object and based on marketing mix theory,customer relationship management and SWOT theory,this paper analyzes the external and internal environment of a education and training institution,and finds out the advantages and development opportunities of the company in market expansion.Through the analysis,it is found that a education and training institution has some problems in the process of market expansion,such as unclear market positioning,insignificant promotion effect,high competitive pressure,frequent personnel flow,weak self-Media publicity and narrow sales channels.In order to solve the problem,according to the STP market segmentation theory,the market segmentation and market positioning are carried out,and the main target market groups are determined.Finally,it puts forward some suggestions on the market development of a education and training institution from the aspects of clarifying the market development objectives,expanding the scope of market promotion,improving the quality level of market development personnel,improving the construction of offline channels and strengthening the expansion ability.This paper makes a systematic research on the market development scheme of a education and training institution,in order to solve its difficulties in market development,help it develop and strengthen,enhance its strength and quickly improve its market share.At the same time,it can also provide reference for similar education and training institutions in market development.