Study On The Optimization Of Marketing Channels Of A Vocational Education Company

With the rapid development of Internet technology,the rise of online education,the intensification of industry competition,and the blow under the shadow of the epidemic,traditional vocational education and training institutions have been challenged as never before and urgently need to change to cope with the changes in the market landscape.Inspired by the new retail business,traditional vocational training institutions have also embarked on the exploration of omni-channel marketing to create a data-driven,student experience-centered online and offline integrated operation model.A vocational education company is a typical vocational education complex,with course categories involving hundreds of courses such as vocational qualification certificates and vocational skills training,with eight product business divisions to manage and nearly 70 offline campuses.Plagued by increasing customer acquisition costs and decreasing conversion rates,it began to explore the road of omni-channel marketing in 2021 and found a number of problems in the company’s channel management that urgently need to be solved.This paper takes A vocational education company as the main research subject,based on the research of omnichannel marketing theory,for the current stage of the emergence of marketing channel problems,firstly,the current situation of A vocational education company’s marketing channels is summarized,and using SWOT analysis tools,the market environment in which A vocational education company is located to carry out an in-depth analysis;secondly,through the questionnaire survey of students and executive interviews concluded that the current in the omnichannel Then,through the student questionnaire survey and executive interviews,we concluded that there are five problems on the way of omnichannel marketing exploration:traditional marketing methods,low joint participation between online and offline,low conversion rate of online sales leads,conflicting prices of channel products,and imperfect user evaluation system,and gave the corresponding reason analysis;then we proposed an optimization plan,under the market environment of omnichannel marketing,to build a student evaluation system with students as the center,to manage students in depth by stratification,and to improve the product positioning through online and offline channels.In the market environment of omni-channel marketing,we propose an optimization plan to build a learner evaluation system,stratified and indepth management of learners,enhance the depth and synergy of links between business departments through online and offline channels and product positioning,and integrate the advantages of service,teacher and store resources to truly realize the omni-channel marketing model supported by big data.