TG Education And Training Enterprise Marketing Strategy Research

Strong education makes a strong country,prosperous education promotes prosperous nation.General Secretary Xi Jinping in his report to 19 th CPC National Congress pointed out that the top-level design needs to be strengthened,education should to be given priority during the developing of the country.The Party and the government have introduced various supportive policies to promote the healthy and sustainable development of education.Especially after the introduction of Double reduction policy,which aims to alleviate the burden on primary and secondary school students,subject-based teaching activities by off-campus educational institutions is strictly prohibited,and this also provides a broader space for the blossom of extracurricular interest-oriented training programs.In this favorable policy environment,loads of subject-based educational enterprises are transforming and competing with extracurricular interest-oriented training programs,which makes the competition even fiercer.Thus,effective marketing strategies are required for them to gain a foothold.TG educating and training institution is a small and medium-sized private extracurricular interest training institution.As the changing of environment of policy and competitiveness,problems of marketing ability,which would weaken its competitiveness,are emerging.This paper focuses on the studies of marketing strategies of TG educating and training institution based on the current state.Firstly,the paper explained the core concept and theoretical foundation of this paper based on the other scholars’ researches.Secondly,strategies regarding product,pricing,channel and promotion are analyzed.Thirdly,by questionnaire method,a thorough analysis is conducted on the evaluations of existing customers.Combining the survey results with the introduction of current marketing strategies,the main issues in the marketing strategies of TG Education and Training Enterprise are identified.And then,a PEST analysis is utilized to examine the macro-environment of the company’s marketing,while a Five Forces analysis model is employed to analyze the industry environment of TG Education and Training Enterprise.Furthermore,an analysis of the company’s internal resources and capabilities is conducted through field surveys.Lastly,the market faced by the company is segmented,and the target market and market positioning are determined.Based on this,detailed marketing strategies are formulated.It is recommended that TG Education and Training Enterprise should accelerate the development of new products,utilize self-media platforms to offer trial courses,and improve related online course services in terms of product strategy.In pricing strategy,the company should adopt differential pricing and make price adjustments in line with industry standards.In terms of distribution strategy,actively expanding online channels,introducing self-media marketing channels,and effectively managing and maintaining self-media platforms are advised.In promotion strategy,conducting online public lectures and implementing promotional activities with check-in discounts are suggested.Additionally,measures for ensuring talent,organization,technology,and systems are proposed.