Research On Marketing Strategy Of LH Company’s Postgraduate Examination Products

With the improvement of people’s living standards,the animation and game industries in China have made significant development,and the demand for highly educated talents who have mastered the skills of hand-painting is increasing.However,the number of college graduates with excellent aesthetic and design skills is limited,resulting in a serious shortage of demand in the hand-painting talent market,which also brings development opportunities and provides a huge market for the development of the hand-painted postgraduate entrance examination training market.However,due to the impact of the COVID-19,many college students are faced with closing their schools or families for online learning,which poses a major challenge to the traditional postgraduate entrance examination training mode and marketing strategy,especially the hand-painted postgraduate entrance examination market.Some companies have experienced the baptism of the survival of the fittest in the market and have withdrawn from the hand-painted postgraduate entrance examination training market,while others have saved the day by continuously optimizing their teaching products,class models,and marketing strategies,winning significant market share.This thesis takes LH company’s postgraduate examination products as the research object,and based on STP marketing theory,7Ps marketing theory,and online marketing theory,analyzes the current marketing problems faced by LH’s postgraduate entrance examination products and how to optimize their marketing strategies.Firstly,analyze the marketing situation of LH’s postgraduate entrance examination products.Based on existing data and materials,combine questionnaire surveys and interviews to analyze the problems in its marketing strategy,and attempt to identify the underlying causes of the problems;Secondly,PEST and Porter’s Five Forces Analysis are used to further analyze the macro environment and competitive advantages and disadvantages of LH’s postgraduate entrance examination product marketing.In addition,through questionnaire surveys and interviews,the characteristics and preferences of target customers are analyzed.Thirdly,after clarifying the target market positioning through market segmentation,starting from the 7Ps marketing theory,optimize the marketing strategy of the postgraduate entrance examination products of LH;Finally,according to the actual development,the implementation guarantee and control analysis of the marketing mix of LH postgraduate entrance examination products are proposed from four aspects: system guarantee,organizational guarantee,technical guarantee and resource guarantee.Through the research in this thesis,on the one hand,it provides a certain theoretical basis for enriching the marketing materials of the domestic postgraduate entrance examination hand-painted training market,and on the other hand,it also provides a new marketing direction for LH company’s postgraduate entrance examination products.