Since the successful hosting of the 2008 Olympic Games in China, China's economic development has entered the next stage. With the advent of the knowledge-based economy era, the demand for talents in the market has increased, making the market for postgraduate entrance examination and training hot, and forming a situation of competition for deer in the Central Plains. At the same time, this phenomenon has created a lot of opportunities for the market of postgraduate entrance examination and training, which makes the economic growth of postgraduate examination and training in our country rapid. At the same time, the market itself has the characteristics of huge market space, low cost and high profit, which makes some enterprises take the opportunity and begin to enter the market one after another. The number of postgraduate examination and training institutions is also growing, and the scale of many postgraduate examination and training institutions is also on the rise. Graduate entrance examination market is booming with the gradual expansion.
In the mixed brand of postgraduate entrance examination and training, how can postgraduate examination and research institutions stand out in the competitive postgraduate examination market and continue to operate for a long time by formulating reasonable marketing strategies, how to find out the main target groups of the institutions through STP analysis, and modify the marketing mix in view of the current problems, so that more people can understand and choose the training courses of the training institutions? It is the main problem to be explored in this paper.
Taking Shenyang Wanxue Haiwen Educational Technology Co., Ltd. as the sample, this paper combines literature method, qualitative and quantitative analysis, empirical research method, external analysis and internal analysis, through research and actual visits, and then individually formulates the marketing strategy of the postgraduate entrance examination institution, and gives reasonable suggestions on the choice of marketing strategy of the postgraduate examination institution.
As a practitioner of postgraduate entrance examination training institutions, combined with their own practice, using various strategic management theories and management analysis models to study, summarize and rationally analyze the existing data. Through the research of this topic, we draw the important conclusion that as an enterprise with abundant funds like Shenyang Haiwen Graduate Examination Center, in the fierce competitive market environment, it should establish its own high-end brand image, open the market with the customer first enthusiasm service concept, cater to the data age, choose innovative marketing strategy, and avoid products through service differentiation. The problem of homogenization. This conclusion can provide effective marketing strategy choice direction for some postgraduate examination institutions or similar private teaching institutions in Shenyang.
