Research On Marketing Strategy Optimization Of XC International Education Company

In the context of economic globalization,the process of education globalization is also deepening among various countries and regions.At the same time,with the increasing development of China’s economy and the increase of per capita disposable income,the expenditure on education has also increased year by year,and the parents of the post-70 s and post-80 s generally have higher education awareness and international vision,which also makes the international education route oriented by studying abroad more popular.Although the demand of the international education market has been gradually reduced after the outbreak of the COVID-19 epidemic in2020,with the improvement of the epidemic,people’s demand for the international education industry is bound to gradually rebound.The broad development space in the future and the recovery of industry demand have brought many opportunities for international education and training institutions,but the uncertainty of the external environment and the increasingly fierce market competition environment have also brought many challenges to them.Therefore,this paper will take XC International Education Institute as the research object,which is a training institute in Shanghai that provides A-Level/IB/AP international courses and competitions,and use PEST and Porter’s five-force model to analyze the external and internal environment of XC International Education,and then combine the results of my field survey,internal interview and public questionnaire to sort out and analyze,to understand the marketing status of XC International Education,And find and analyze the problems in the application of its marketing strategy: inaccurate target market selection and unclear product positioning,lack of standardization of products,insufficient marketing channels,low staff stability and professionalism,service content needs to be improved,and physical display is not in place.In view of the causes of these problems,this paper also gives the marketing strategy optimization plan of XC International Education based on STP and 7Ps marketing theory,Including more accurate positioning of markets and products,optimization of product standards,expansion of marketing channels,realization of multi-channel enrollment,improvement of professionalism and stability of team members,enrichment of service items,and improvement of tangible display.The author hopes that the marketing strategy optimization plan of XC International Education will not only enable the company to improve its marketing effect,achieve its marketing objectives and expand its market share,but also hope that the case can be further extended to provide reference suggestions and reference for the international education industry and the overall education industry.