H Education And Training Institution Marketing Strategy Optimizatio

Influenced by COVID-19,most of the training institutions in the education market have shifted from offline to online teaching.However,due to the particularity of art training,teachers need to teach hand-in-hand in the learning process.Therefore,the transformation of this type of teaching and training institutions to online teaching is very difficult and is more seriously impacted by the epidemic.Along with the policy of "double reduction",a large number of institutions of the same type have entered the Zhengzhou art education market to participate in the competition.This article take the Zhengzhou H education fine arts training organization as the research object.Using the methods of literature analysis,case analysis and questionnaire survey,this paper first expounds the development situation of H organization,analyzes the marketing environment of H organization from both macro and micro aspects,and makes a comprehensive analysis with SWOT;Then,according to the 4C theory,this paper analyzes the current marketing situation of H institution,and carries out a satisfaction questionnaire to the students’ parents of H institution;To sum up,the analysis finds out the problems existing in the teaching service quality,product type,environmental security,network service,home school communication and other aspects of institution h.aiming at the problems existing in the institution,this paper optimizes the teaching service,product type and environmental security from the perspective of consumer strategy based on 4C theory;From the perspective of cost strategy,the course price is optimized by flexible pricing,adjusted pricing and free course gift;Promote visual service platform upgrade from the perspective of "convenient service";In terms of communication strategies,we can fundamentally solve communication problems by changing communication methods and communication skills.Finally,this paper guarantees the smooth implementation of the organization’s strategy optimization from five aspects: culture,personnel,technology,service and capital.