Research On Marketing Strategy Optimization Of WY Vocational Training Company

In recent years,with the vigorous development of Internet technology,China has opened the era of "Internet+" at full speed.Driven by the rapid development of IT industry and the demand for digital transformation of traditional industries,China’s demand for it talents has continued to be strong,which has also driven the growth of it training market.With the support of China’s vocational education,many IT vocational training institutions pour into the market,the competition is becoming more and more fierce,but the customer demand is changing,so many institutions fall into the marketing bottleneck.At present,the main problems existing in the IT vocational training industry include serious homogenization of educational products,high cost of teachers,single training mode,great difficulty in customer drainage and low customer satisfaction,and it is difficult for most enterprises to make profits.Therefore,how to expand new customers at a lower cost in the fierce market competition,and how to formulate marketing strategies under the new market environment and competitive environment and ensure their implementation are the primary problems faced by many training institutions.Taking WY vocational training company as the research object,this paper systematically analyzes the internal and external environment of the company by using PEST analysis,five forces analysis and SWOT analysis,and points out the business strategic direction of WY company.On this basis,the market segmentation theory(STP)and 7PS marketing theory are used to position the market of WY company,and the corresponding marketing strategy optimization suggestions are put forward.The main research conclusions of this paper include:the target customers of WY company choose social personnel,universities and enterprises with it technology training needs,and the market positioning is China’s leading comprehensive learning level of digital talents.The designed marketing strategy is:in terms of product strategy,redefine product positioning,optimize product portfolio,and provide customers with higher quality courses;In terms of price strategy,we formulate our own price strategy according to the cost of different products,the actual situation of different customers and the pricing of competitors,taking into account differentiation and flexibility;In terms of channel strategy,it is suggested to broaden marketing channels and make full use of big data technology and new media communication platform for precision marketing and promotion;In terms of promotion strategy,improve the innovation of promotion forms and enrich promotion means to improve user loyalty;In terms of personnel strategy,improve the professionalism of personnel,formulate corresponding norms and systems from the aspects of recruitment,training and incentive,and strictly implement them;In terms of tangible display strategy,we should focus on transmitting the corporate image of IT training service specialization to target customers;In terms of service process strategy,strengthen service process management and improve customer satisfaction and customer participation.This paper hopes that through the research on the marketing strategy optimization scheme of WY vocational training company,enterprises can enhance their core competitiveness,calmly deal with market challenges,maintain good,stable and sustainable development,provide basis for the research on the marketing strategy of IT training enterprises,and provide reference for the employees of relevant enterprises.