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工商管理硕士(MBA)学位论文
甘肃弘文硕博教育科技有限公司市场营销策略
优化研究
The Study on the Marketing Strategy Optimization of Gansu
Hongwenshuobo Education &Technology Co.,Ltd
作者姓名：李岩
研究方向：市场营销
学号：2719060
导师姓名：党玮
完成日期：2021.9.30
兰州交通大学
Lanzhou Jiaotong University
Abstract
Nowadays,an increasing number of college students choose to join in the Postgraduate
Examination after graduating from college.So,the number of candidates is expanding rapidly,
which lead to a severe competition among those candidates.More and more students,
therefore,prioritize the option of attending some training classes from education and training
institutes in order to help them better prepared.Similarly,the competitions among those
institutes are extremely severe as well.Under such circumstances,it is extraordinarily
important for those training institutes to take measures to formulate more professional
marketing strategy that will target the accurate market.
Gansu Hongwenshuobo Education &Technology Co.,Ltd is a training company that
provides specialized training courses for Lanzhou college students who are preparing for the
Postgraduate Examination.However,due to the severe competition,it is urgent for this
company to improve and optimize its own marketing strategy.
Based on the basic theories of strategic analysis,such as STP strategy and SWOT
analysis,and the theories of marketing,such as 4Ps theory and 7Ps theory,this paper analyzed
the current marketing situation of this company.A questionnaire survey was conducted on the
company’s students,and it could be divided into five parts,including personal information,
sources of information,choices of products,learning satisfaction and other information.
Meanwhile,an interview survey was conducted on the company’s staff from the marketing
department,and it could be divided into three parts,including employment information,job
training and working content.An analysis in accordance to the results of the surveys was
afterward conducted to Gansu Hongwenshuobo Education &Technology Co.,Ltd.The
existing problems of this company could then be found out.The next step of this research is
then to subdivide the educational training market,select the appropriate target market and
position the market as the professional provider of personalized,differentiated,specialized
and flexible educational products,and the designer of effective and efficient training courses
for those who are at work.And afterward,the marketing strategy optimization suggestions
could be offered to this company.The products can be improved by enhancing the influence
of the brand,refining the teaching quality and developing personalized teaching products.
Adopting cost-based pricing strategy,discount-based pricing strategy and differentiated
pricing strategy could boost the company price strategy.The company could expand its
channels by strengthening the web-based promotion channel and to boosting its reputation.
And promotion can be improved by promoting micro-course through short videos,adding
extra value to present products,and designing cultural and creative products.To make the
staff better,the company could try to professionalize the staff and to enhance their sense of
service in order to refine the students’experience.On physical evidence,the working and
-V -
teaching environment have to be as clean and tidy as possible,have to be used as a window to
show the company’s training result and the faculty.As for the process management,the
service process should be unified,standardized and normalized.By doing so,this company’s
marketing strategy could be improved effectively.
Key Words：Gansu Hongwenshuobo Education &Technology Co.,Ltd；Marketing；
Strategy Optimization