Research On Market Positioning And Marketing Strategy Of WX Education Enterprises

The global economy is developing rapidly,and technology and talents have become the key to international competition.Especially in recent years,the number of undergraduate colleges in China has been expanding,and the number of undergraduates has been increasing,which has made knowledge-based talents more and more valued by the society,improving one’s own academic level has become an important way for job seekers to obtain better career opportunities,and postgraduate entrance examination has also become a necessary choice for college students,especially fresh graduates.The increase in the number of postgraduate examination has given great development prospects to postgraduate training institutions.If you want to gain an advantage in the fierce market competition,you must first clarify your own positioning,and then strengthen your marketing capabilities,and with the changes in the market environment,the company’s market positioning and marketing strategy must also continue to improve and develop synchronously.At present,the market of China’s postgraduate education and training industry is constantly refined,and a large number of brand chain training institutions have emerged in the postgraduate training market,which provides strong support for meeting the growing demand for postgraduate examination.However,due to the diversity of postgraduate training objects,the adjustment of the market pattern has become an inevitable trend,which has brought great challenges to China’s postgraduate education and training industry.Although the research on marketing strategy of the domestic education and training industry has received extensive attention in recent years,there are still relatively few market positioning and marketing strategy exploration for the postgraduate education and training industry.This paper takes WX Education Entrance Examination and Training Company as an example to analyze the theoretical research on the market positioning and marketing strategy of education and training.Through the interview method and PEST analysis method,this paper deeply studies the external environment and internal competitive environment of WX Education,and analyzes the advantages and shortcomings of the company’s development,so as to provide an effective reference for the subsequent company’s market positioning and marketing strategy formulation.Based on the market positioning of WX Education,combined with the classic marketing theory of 7PS,targeted marketing strategies are proposed from the aspects of products,prices,channels,promotions and services,hoping to play a certain role in promoting the development of the postgraduate training industry.And a series of measures have been formulated from within the company to ensure the implementation of the strategy,including the adjustment of the company’s organizational structure and the improvement of the performance appraisal mechanism.This paper aims to deeply analyze the business situation and internal and external environment of WX Education,in order to formulate a marketing strategy that is in line with its own enterprise development,and put this strategy into practice to improve the core competitiveness of the enterprise,ensure the leading position of WX Education in the industry,achieve the overall development goals of the enterprise,and provide certain reference significance for other postgraduate training enterprises to provide scientific and feasible marketing strategies.