Research On Marketing Strategy Of Summer Camp Products Of Military Guest Culture Communication Company

Under the policy of "double reduction",the state attaches great importance to the quality-oriented education of school-age children.In this context,summer camps have developed rapidly,especially in the Yangtze River Delta,the growth rate of children’s summer camps is among the highest in China.At the same time,the summer camp also has a variety of themes,including military training,outdoor English,etc.,which are warmly welcomed by parents.The government has provided a lot of policy support for the summer camp activities in terms of macro policies,and is gradually formulating and improving relevant laws and regulations.The basic education department shall cooperate with other administrative departments to carry out administrative supervision,standardize the qualification certification of summer camp institutions and strengthen the supervision of the summer camp market.The summer camp industry itself has a low entry threshold,so timely marketing of summer camp products and adopting the right marketing strategies are very important to maintain the Jun Ke summer camp products have been operating for many years,and we have rich experience in the operation and development of youth outdoor summer camp.This paper takes the summer camp of Jun Ke Culture Communication Company as the research object,and explores the marketing strategies suitable for Jun Ke summer camp products on the basis of fully investigating the marketing of Jun Ke summer camp products.At first,this paper briefly analyses the background of summer camp in the domestic market,using the method of consulting literature materials for marketing research status at home and abroad are summarized and analysis of the origin of summer camp,classification and significance are expounded,at the same time introduces the STP theory and marketing theory 4 p theory,provides theoretical basis for the follow-up work.On this basis,the design of the questionnaire,and summer camp at the guest culture communication company product strategy,price strategy,channel strategy and promotion strategy are analyzed,and found the army camp product on market positioning fuzzy exists in the marketing,the marketing channel is limited,not unified promotion system,single product content,pricing is not unified and so on,The marketing PEST analysis of Jun Ke summer camp products are carried out.In fact,the purchase of military summer camp products needs to build a purchase model centered on customer perceived value,determine the key factors affecting customer perceived value,design and issue related questionnaires,and analyze the reliability and validity of all statistical results.On this basis,Pearson correlation test was conducted with SPSS software,and regression analysis was used to analyze the correlation between customer perceived reliability,perceived satisfaction,perceived benefits and content perfection and innovation,educational significance,brand factor,affordable price and promotion factor,finally,the relationship among perceived reliability,perceived satisfaction,perceived benefit and customer purchase decision is analyzed.STP theory is used to market segmentation,market selection and market positioning of military guest summer camp products.Meanwhile,a series of measures are formulated from product strategy,price strategy,channel strategy and promotion strategy.Finally,measures are put forward to help realize the marketing of military guest summer camp products from talents,brands and other safeguard measures.These marketing measures proposed in this paper can provide help for the marketing and expansion of military guest summer camp products,and enhance the brand capacity and market competitiveness of military guest summer camp products.