Research On Marketing Strategy Of A Postgraduate Entrance Examination Training Institution

The origin of postgraduate entrance examination education and training can be traced back to the 1980 s,the resumption of postgraduate entrance examination opened the curtain of postgraduate entrance examination market.Up to now,the overall development trend of the postgraduate entrance exam training market is relatively optimistic.After the double reduction policy and the test of COVID-19 in recent years,there are both opportunities and challenges in the market.A postgraduate entrance examination training institution was established in 2017,mainly providing students with guidance on logic subjects for postgraduate entrance examination.Its founder R adopted A relatively traditional marketing strategy after its establishment.In the context of increasingly fierce market competition,the current marketing strategy of institutions can no longer cope with the changes in the external environment,and many problems need to be solved,so it is necessary to improve its marketing strategy as soon as possible.This thesis chooses the marketing strategy of A postgraduate entrance examination training institution as the research object and focuses on reviewing the relevant research results with the marketing strategy of education and training institution as the research subject.On this basis,the status quo of marketing development of the organization is sorted out.First,the macro and industrial environment of the company is analyzed by using PEST and Porter five Forces models.Secondly,from the perspective of 7Ps theory,the marketing status of product,price,channel,promotion,personnel,service and tangible display is described.Combined with questionnaire and interview,the current situation of marketing strategy is deeply analyzed,and it is found that there are few product categories,single pricing method,weak targeted recruitment channels,not ideal promotion effect,poor staff management standardization,there are gaps in the service process,the lack of tangible display system and other problems.Finally,by using the STP theory to strategic positioning,A one’s deceased father grind training institutions to determine market positioning,coupled with the external environment and marketing problem analysis,further developing marketing strategy combination,customize multiple products,set up the price difference,put forward to expand marketing channels,innovation promotion methods,the implementation of personnel management,standardized service process.In order to make the combination of marketing strategies more effective,the training institution of A postgraduate entrance examination also needs to optimize the allocation and use of funds,increase the reserve of professionals,and improve the performance appraisal mechanism.