Study On Marketing Innovation Of W Postgraduate Entrance Examination Education Institution

In recent years,with the rapid growth of the number of people taking the postgraduate entrance examination in China,the postgraduate entrance examination industry has ushered in a huge development opportunity.However,with the limit of the number of students admitted and the increase of the difficulty in taking the postgraduate entrance examination,the development of the postgraduate entrance examination industry is also facing unprecedented challenges.The huge prospect market allows more and more people to join the postgraduate entrance examination training industry,and the industry competition pressure is increasingly prominent;With the admission of post-00 s college students,students’ concerns about the tutorial class are constantly changing,so the postgraduate entrance examination institutions should also keep pace with the times and constantly optimize the product system;More and more social examines join the army of postgraduate entrance examination,increasing the diversity of customer objects.The increase of the number of candidates for postgraduate entrance examination,the limitation of the number of candidates,the increase of postgraduate entrance examination institutions,and students’ demands for services all require postgraduate entrance examination training institutions to constantly improve the curriculum system,optimize marketing methods,and improve the service mechanism.This paper takes W postgraduate entrance examination training company as the research object,based on the 7P theory,uses PEST tools to analyze the external marketing environment of W postgraduate entrance examination training company,and uses Porter’s five forces model to analyze the internal competitive environment of W postgraduate entrance examination training company.By means of employee interviews and student questionnaires,the author analyzed the problems in organization management,marketing channels and product systems in the marketing of W postgraduate entrance examination training company,and found out that the causes of the problems mainly included lack of professional talents,single marketing channels,product design unable to meet the needs,and lack of professional process management.To solve the above problems,this paper uses the 7P marketing theory to optimize the product structure and price,realize product diversification,and meet the needs of different consumer groups and diverse products;Optimize the marketing channels,adopt the combination of online and offline marketing channels,and adopt the methods of teaching and recruiting,using services and free lessons to drive marketing for offline innovation;Open up online marketing channels and make good use of live classes and other channels;Optimize promotion strategies,scientifically formulate promotion plans,and flexibly enrich promotion methods;Optimize the personnel arrangement,adopt the system of special personnel responsible for special posts,strengthen staff business training,and improve staff professionalism;Optimize tangible display,including teaching style display,textbook display,teaching site decoration and unified marketing theme;Optimize the management system,and propose specific optimization measures from two aspects of student management system and employee management system.Finally,it provides a strong guarantee for the implementation of marketing optimization measures from three aspects:improving the marketing team,optimizing the organization and management and adequate special funds.