| The education industry has changed dramatically in the wake of the “double reduction policy”,with the K12 academic training receding and the quality education picking up.As a result,numbers of organizations have accelerated their entry into the quality education field.However,the development of quality education is still facing many challenges: when the regulatory policy is tightened,how can quality education organizations comply and develop in an orderly manner? What are the new ideas and breakthroughs in custome r acquisition for quality education products when the era of frantic money acquisition comes to an end? When the wave of technology is sweeping through the education industry,how can quality education organizations cope with the big changes in both supply and demand? When rigid demand is increasing,how can quality education organizations find the right entry point into schools if they want to become a useful supplement to in-school education? As competition intensifies,how can quality education organizations improve their comprehensive capabilities and go further?With these questions in mind,this thesis takes MLW Children’s Development Centre Tianjin campus as the research object and analyses its current situation of the marketing strategy,finding that its products need to be optimized,prices need to be improved,channels need to be broadened and promotions need to be upgraded,and analyses the causes of these problems.Based on the 4P marketing theories,we suggest ways to improve the marketing strategy of this organization,such as entering the early childhood education market,differentiating the price of product categories,improving the speed of product update cycle,optimizing its own APP,developing new product categories in an agile manner,pricing the product portfolio,using new online media,and upgrading and optimizing existing channels.Finally,from the perspective of support from the headquarters to the campus and strengthening the management of the marketing team,this thesis proposes mea sures to improve the marketing strategy of MLW Children’s Development Centre Tianjin Campus.The research in this thesis presents a plan for improving the marketing strategy for the future development of the Tianjin campus of MLW Children’s Development Centre,which can also be studied and learnt from by other campuses across the country,in order for MLW Children’s to achieve rapid development in its national layout.It also provides ideas and directions for education and training companies facing similar problems and dilemmas,and solves the practical operational challenges of the company. |
