Research On Marketing Strategy Adjustment Of HX Education And Training Institution Under The Background Of Double Reduction

For a long time,various education and training institutions have developed rapidly,and the competition in the education and training market has become increasingly fierce,especially k12 education(pre-school education to high school education)training.In order to develop the source of students,some educational and training institutions use "selling anxiety" as a marketing gimmick,which greatly aggravates parents’ anxiety about their children’s education.In order to prevent the capitalization of education,in July 2021,the general office of the CPC Central Committee and the State Council issued the opinions on further reducing the burden of homework and extra-curricular training of students in Compulsory Education(hereinafter referred to as "double reduction").The essence of the "double reduction" policy is to return education to its essence and prevent the capitalization of education."Double reduction" policy is not to kill all educational and training institutions.It is more focused on advocating students to use their time reasonably and improve learning efficiency.Whether educational institutions can comply with the "double reduction" policy has become an important indicator to determine whether educational institutions can be based on the market.Under the background of "double reduction",education and training institutions can continue to sail in the training market only by optimizing their own resources,accurately adjusting the positioning of enterprises,deeply interpreting policy terms and observing market trends.This paper takes HX education and training institutions,a local chain institution in Chengdu,as a case to study.Through the five forces model,pest and SWOT tools,the market environment and the development of existing businesses of HX institutions are analyzed deeply.In addition,based on the questionnaire survey,it is found that the main problems in the marketing strategy of HX institutions under the background of "double reduction" are: serious product homogeneity,inadequate service process,single course pricing,backward promotion methods Lack of human resources,lack of material image display and excessive emphasis on individuality.Next,on the basis of STP marketing strategy,7PS marketing strategy and "repositioning" theory,the corresponding rectification strategies are proposed for the existing major marketing strategy problems of HX institutions.First,HX institutions need to reposition the development direction of the institutions,and according to the new target market,the offline subject market can be gradually adjusted to the field of quality education and vocational education,and the online courses can be developed as much as possible.Secondly,diversified product strategies and pricing strategies can be adopted to explore the best products and pricing strategies applicable to all sub campuses as much as possible,and HX should strictly control personnel management,actively carry out accurate promotion strategies and expand marketing strategies to increase performance,and at the same time,strict monitoring of the process and the display of products can not be ignored.Finally,HX institutions need to establish a formal campus evaluation scheme,ensure product quality,and adopt the marketing mode of "offline +community + network" to achieve three-dimensional connection and other safeguard measures.