Research On Marketing Strategy Optimization Of A Finance And Tax Training Company Under Digital Background

In recent years,digital technology is developing so fast in our country,it has brought tremendous changes for all walks of life.With the advent of the era of digital economy,the country pays more and more attention to the cultivation of talents in the finance and taxation industry.In the face of the huge training market,the domestic finance and tax training institutions spring up like bamboo shoots,making the intensity of market competition increase suddenly,at the same time,the application of digital technology in the industry,for the development of finance and tax training industry has brought new opportunities.Therefore,it is imperative to study how traditional financial and tax training companies adapt to the development of The Times and optimize their own marketing strategies under the background of digitalization.This paper takes the marketing strategy optimization of A fiscal and tax Training Company(hereinafter referred to as A Company)under the digital background as the research content.Starting from the problem of its main business performance declining year by year in recent years,combined with STP and 4P theory,this paper analyzes the marketing status and marketing environment of A company by using literature research method,field investigation method,case analysis method and other research methods.It points out the problems such as rough market segmentation,monotonous product types,rigid pricing mechanism,excessive reliance on offline promotion through channels,and lack of systematic budget analysis for promotion.Through research and combining with the actual development of Company A,this paper puts forward some suggestions for optimizing its marketing strategy.In the aspect of market,customer files should be established,customer management system should be improved,and company resources should be given full play.In terms of products,we should focus on market demand,create digital products,shape product differences,and introduce VR scene technology to enhance customer experience.In terms of price,the digital platform is used to conduct dynamic pricing according to customers’ choice and combination of products.In terms of channels,AI technology is actively introduced,new media communication is integrated,online marketing is expanded,and a closed-loop channel of online and offline marketing integration is realized.In terms of promotion,we should reasonably plan the budget,increase the investment in advertising and public publicity,and enhance the brand charm.This paper aims to increase the market competitiveness of Company A and achieve its long-term development goal by studying the optimization of Company A’s marketing strategy under the digital background.At the same time,it can be used as a reference for the marketing development of other similar finance and tax training companies and promote the healthy development of finance and tax training industry.