Optimization Of Marketing Strategies Of X Overseas Institutions

In the past few decades,with the increasing exchanges with countries around the world and the gradual improvement of residents’ living standards,studying abroad has become the choice of more and more families,and the market for studying abroad is growing.However,in recent years,the new crown epidemic has greatly increased the obstacles to going abroad,and the study abroad market has been hit hard.With the recent subsidence of the epidemic and the reopening of the country,after three years of difficult times,overseas study institutions have also ushered in the dawn.This article studies the marketing service system of X study abroad institution,and summarizes the current marketing strategy of X study abroad institution through the company’s business development status,environmental analysis of the study abroad market,and analysis and research on study abroad customer groups,employees,and industry insiders,such as unreasonable pricing,single product category,insufficient promotion methods,unclear market positioning,and unimproved management system,etc.These problems are the main reasons for the company’s revenue decline,customer loss,and lower satisfaction.Based on the 4P theory,by using the PEST analysis model,Porter’s five forces model and SWOT analysis,this paper conducts a comprehensive analysis of the current marketing strategy of the X study abroad institution,and puts forward a corresponding optimization plan to solve the existing problems.This paper proposes a variety of optimization strategies,including: broadening products,differentiated pricing,strengthening new media publicity,and improving course quality.Through the processing and optimization of existing problems,it is hoped that when the current study abroad service market recovers rapidly,it can bring better market returns to X study abroad institution and improve the company’s revenue and profitability.