Research On The Marketing Strategy Of DF Education And Training Institution

Education is the foundation of a country and an important factor that determines the development and prosperity of a nation.As a result,extra-curricular training institutions,which are closely related to education,have developed rapidly over the past 30 years.Due to low barriers to entry,education and training institutions of all kinds on the market are mixed up,causing business in chaos.In 2021,the general office of the CPC Central Committee and the general office of the State Council issued “the opinions on further reducing the homework burden and the off-school training burden of students in the compulsory education stage”,referred to as "Double reduction".Under the influence of the policy,education and training institutions have encountered unprecedented challenges in enterprise marketing.This paper takes the marketing strategy of DF education and training institution under the background of “Double reduction” as the research object,and applies the methods of literature research,investigation research,normative research etc.This paper first analyzes the current marketing situation and problems faced by DF education and training institution,and puts forward such problems as limited marketing strategy,single product,unscientific pricing strategy,lack of innovation in marketing channels,and backward promotion methods.Then,this paper uses PEST model to analyze the external political,economic,social and technological environment of the enterprise.From the perspective of micro-environment,the market substitution ability of new products,the competitiveness of mature institutions in the industry,consumer demand and consumption ability are analyzed.And finally the paper uses SWOT theory to analyze the internal resources of the enterprise as well as the advantages,disadvantages,opportunities and threats of the enterprise.Finally,through the STP theory,this paper helps DF education and training institution to determine the target market and market positioning,and then puts forward the improvement plan of the marketing strategies,such as developing special and specific functional products,optimizing customer price experience,establishing multiple intelligent marketing channels,online-and-offline linkage promotion,and finally puts forward effective measures to ensure the implementation of these strategies.This paper proposes a marketing strategy improvement planning for DF education and training institution,which is of great significance to the development of the institution: to increase the market share of DF education and training institution,to enhance the brand reputation of DF education and training institution and to promote the innovation and development of marketing mode of DF education and training institution.These improvements have certain reference values for the marketing strategies of other education and training institutions under the current background,even for the standardization of the industry,and also have certain reference significance for the future reform and development of education and training institutions.