Research On Marketing Strategy Optimization Of DP Education And Training Company

In the context of the new era,there is an urgent need for high-quality talents,and the important way to cultivate innovative high-level talents is graduate education.In the face of the prominent contradiction in the current employment structure,employment pressure and severe employment situation,the number of graduate students in China continues to grow rapidly.In 2016,the number of candidates was 1.77 million,while in 2021,it increased sharply to 3.77 million.Therefore,for the majority of postgraduate entrance examination training institutions,there is a very broad market space and development opportunities.From the current situation,the research on enterprise marketing strategy and the theoretical research related to the marketing of education and training industry are relatively mature,and many theoretical studies have been used in the development and operation of enterprises.However,for the postgraduate entrance examination training institutions,the research on their relevant marketing theory is relatively scarce.Therefore,this paper takes DP education and training company as the research object,trying to start with the marketing problems of the company,By analyzing the marketing problems of the company,the optimization scheme of the company on marketing is formed.Through the research and analysis of the postgraduate entrance examination training institution,it has important guiding significance for enriching the marketing strategy and operation management of this type of enterprises.At the same time,it has important enlightening significance for enriching the marketing theory of our private enterprises,and also provides important theoretical guidance for the sustainable development of private education!This paper takes DP education and training company as the object and starts with the research progress of domestic and foreign academic circles.Firstly,it makes a specific introduction to the general situation of DP education and training company,and puts forward the problems of DP education and training company in four marketing strategies: product,channel,price and promotion.The main problems of product strategy are insufficient product types,imperfect product brand strategy Low brand recognition and product homogeneity;The problems of channel strategy are mainly reflected in the poor effect of channel marketing,the weak ability of channel marketing to control risks,and the lack of competitiveness in the marketing channels of educational products;The main problem of price strategy is that there is no dynamic pricing system;The prominent problems of promotion strategy are that the promotion scheme is too single,the attraction to consumers is limited,and it is unable to provide differentiated promotion means.Secondly,DP education and training company organized the company’s personnel to conduct "brainstorming" to analyze and diagnose the causes of the company’s problems in the four marketing strategies of products,channels,prices and promotion.The diagnosis result is that the main reasons for the problems of DP education and training company’s marketing strategy are: DP education and training company’s weak product power,single marketing channel,popular pricing Low conversion rate of promotional activities.According to the scoring results of the diagnosed causes,we establish a hierarchical structure model,build a judgment comparison matrix by comparing the proportion of each factor in the causes of the four problems,and use the AHP analytic hierarchy process to analyze the importance of the causes.The causes of the problems in the aspect of products in the company’s marketing strategy are sorted from high to low in order of importance: the quality of teaching products needs to be improved,the brand awareness is low,and it is limited to face-to-face teaching,Online classes are not opened,the product structure is too single,the design is unreasonable,the teaching management is loose,and the experience of course products is poor;The causes of channel problems in the company’s marketing strategy are ranked from high to low in order of importance: relatively single offline marketing channel,weak marketing channel management,no online channel development and ignoring the follow-up management of channels;The causes of price problems in the company’s marketing strategy are ranked from high to low in order of importance: lack of reasonable pricing system,the phenomenon of "one size fits all" in pricing,no pricing criteria and high product pricing,which affect the enrollment scale;The causes of promotion problems in the company’s marketing strategy are ranked from high to low in importance: too single promotion means,lack of Internet promotion and low professional quality of promoters;According to the analysis of the importance of the causes,we have formulated the marketing strategy optimization scheme of DP education and training company,specifically in terms of product strategy: improving product quality,innovating product types and establishing brand image;Channel strategy: increase offline channel construction,standardize channel construction and carry out online channel marketing;Price strategy: formulate product pricing criteria and establish product pricing system;Promotion strategy: innovate promotion scheme and carry out mobile internet promotion.In order to ensure the implementation of the optimization scheme,we put forward safeguard measures in terms of corporate culture system,corporate organizational structure,corporate working capital and corporate human resources.The research of this paper not only analyzes the marketing strategy of DP education and training company,but also the optimization scheme based on the research of the company’s marketing strategy can help the company quickly occupy the market,establish brand image and occupy a place in the competitive postgraduate education and training market.At the same time,it also provides important guidance and reference for the sound and rapid development of other enterprises in the industry.