H Precision Marketing Strategies For Study Abroad Exam Training Companies Research

With the rapid development of China’s economy and the continuous improvement of China’s comprehensive strength,the number of students studying abroad has been rising year by year,especially in recent years with the new pneumonia epidemic and changes in the international situation,the development trend of Chinese students studying abroad has become more diversified,and people’s demand for the education and training industry for studying abroad has also become personalised and diversified.In the face of this growing demand,the education and training industry has huge potential and opportunities,but also faces unprecedented competition and challenges.With the further intensification of competition and the rapid birth of Internet information platforms,the traditional marketing model is being gradually eliminated by the market,while a more scientific and effective marketing model is arriving at a rapid pace and triggering a new round of marketing changes,which is the precision marketing,which can help enterprises to accurately identify customers through user profiling technology,which can help enterprises to develop product development strategies,improve marketing methods,and improve online advertising,The marketing model can help companies identify their customers accurately through user profiling technology,which can be a great guide to the formulation of product development strategies,improvement of marketing methods,screening of online advertising channels and accurate pricing of different products,thus significantly improving the return on investment of companies,reducing the loss of marketing expenses and helping companies to master the dynamics of users at the same time.In this paper,we take the example of Company H,a study abroad test training company,to explore the relationship between the niche education field of study abroad test training and precision marketing.Through an in-depth analysis of Company H’s user needs,we help Company H to explore user values,build a user portrait of education and training,and make suggestions for precision marketing strategies.The research ideas of this paper are as follows: firstly,the existing marketing problems of Company H are analysed based on the 4Cs theory in the context of the internal and external environment of Company H.The problems are attributed to four aspects: products failing to meet consumers’ needs,single marketing channel,unreasonable pricing and lack of communication with customers.Afterwards,a user profile labeling system was set up based on the user profile theory and a questionnaire was designed to collect user data through the questionnaire survey method.Afterwards,factor analysis was conducted on the data,and then K-means cluster analysis was carried out on the main factors to arrive at four different types of education and training user profiles,followed by analysis of the attribute characteristics of these four types of user groups,and suggestions for precise marketing strategies were put forward.Finally,for the implementation of H’s precision marketing strategy,talent safeguards,technology safeguards,campus safeguards and organisational structure safeguards are proposed.