Research On Marketing Strategy Optimization Of An Offline Educational Institutions Under The Background Of "Double Reduction"

On July 23,2021,the relevant state departments promulgated the "double reduction" policy.The "double reduction" policy directly limits the scale of off-campus training institutions of disciplines,shortens the duration of off-campus training,and cracks down on excessive marketing behaviors such as exaggerated propaganda and false propaganda by off-campus institutions,which has a huge impact on off-campus training institutions.In this paper,A offline education institution,a comprehensive offline education institution integrating discipline education and art education,is selected as the research object,and how to optimize its marketing strategy under the background of "double reduction" is discussed,which has certain reference significance for the management of enterprises in the same industry.From the perspective of combining theory with practice,this paper uses literature analysis,theoretical analysis,questionnaire survey and data comparison to make an all-round and multi-level investigation and analysis of A-line educational institutions.Firstly,the PEST macro-environment analysis method is used to analyze the political,legal,economic,social and technological environment of educational institutions under the A-line,then the SWOT analysis method is used to understand the internal environment of the institutions,and then the marketing status of educational institutions under the A-line is analyzed in detail.Then,the problems existing in the marketing of A-line educational institutions under the background of "double reduction" are discovered: the transformation of curriculum products is difficult,the traditional marketing channels are outdated,the service level needs to be improved,the quality of training environment is not high,and the physical display of institutions is insufficient;And analyze the causes of institutional marketing problems from three aspects: unclear marketing strategy,imperfect team management and insufficient capital investment.Finally,based on the 7Ps theory,a feasible marketing strategy optimization scheme is put forward from seven aspects: product characteristics,multi-faceted pricing,channel modernization,diversified promotion,humanized employees,transparent visible display and meticulous process management,and specific marketing guarantee measures are given.