Research on marketing strategies of adult education and training institutions. What are the marketing strategies of adult education and training institutions?

Marketing Strategies of Adult Education and Training Institutions In recent years, adult education and training in our country has entered a period of rapid development. Competition among adult education and training institutions has become increasingly fierce

This requires training Organizations must pay attention to the application of marketing strategies in order to survive and develop in the increasingly fierce market competition.

Carefully create training product brands. Competition among companies is brand competition, and the training industry is no exception.

Brand is the basis for the survival of an enterprise, and the brand reflects the competitiveness of the enterprise.

With the intensification and standardization of competition in my country's training market, brands have become a strong backing for the survival of training institutions.

Therefore, training institutions should start from the following six aspects to carefully shape the training brand.

(1) Establish a correct business philosophy and brand awareness, with the purpose of serving customers and helping customers create value, provide customers with high-quality products and services, consider customers, strive for excellence, do their best, and stand on the Think about issues from the customer's standpoint, gain recognition from customers, and have professional knowledge, technology, and customer recognition

(2) Accurate concept positioning, segmented demand markets, consumer needs, and consumer psychology of each consumer , consumption power is different.

They also have different views on brands. As a training institution, it should be first-in-class and leave a unique impression of the brand in the minds of students.

We are familiar with New Oriental English Training, Beida Jade Bird IT Training, Lange IELTS Training, and Global Online School Vocational Training, all of which have been unanimously recognized by the society for the classic brands they created.

(3) The core of training products that focus on product innovation is training courses. To create a good brand image, we must pay attention to the development of high-quality training courses, form a series of distinctive training courses, and build a brand with market competitive advantages. Training product group.

Some well-known training institutions have won over consumers by launching new products in a timely manner according to changes in students' needs, maintaining a good impression.

(4) In today's society of building gold medal trainers, high-quality training products no longer only emphasize the transmission of information and the acquisition of knowledge, but pay more attention to the change of thinking, attitude and the reshaping of value.

Trainers undoubtedly play a very important role in the delivery process of training products.

Therefore, to form a brand training institution, it is necessary to have an excellent team of teachers.

Excellent trainers should have high relevant professional qualifications; rich background in relevant courses; professional training experience, good understanding, communication, expression and learning abilities; in particular, the ability to stimulate on-site atmosphere and Case analysis skills. Have extensive experience and experience working as a consultant etc.

(5) Pay attention to brand internal education. Brand internal education means that every employee of the training institution realizes from the bottom of his heart that he is building an excellent brand, forming a high degree of internal cohesion.

Brands radiate from the inside out, and strengthening internal brand education will inevitably become an important part of the success of training institutions in the adult education market.

(6) Pay attention to participating in public welfare activities. In a sense, a brand is the evaluation of the public by the public and creates a good brand image, rather than being remembered by thousands of households like actively participating in some public welfare activities. Live the brand.

Unlike physical products, social reputation and social benefits must always be given top priority when building brands for education and training products.

2. Reasonable use of pricing strategies. Price is an important changing factor in the marketing mix. It is directly related to the amount of demand and the level of profits.

When formulating pricing strategies, training institutions must first select pricing targets. The pricing targets of training institutions are related to their target markets and market positioning.

Due to different targets and market positioning, the pricing objectives are bound to be different. Some institutions can aim at pursuing profits, while others can aim at leading the market share.

Secondly, we need to analyze the influencing factors of pricing.

The factors that affect the pricing of education and training products are not just internal and external aspects.

Internal factors mainly include marketing mix and cost, while external factors mainly include market structure, demand conditions, competition conditions and other environmental factors.

For a specific training institution, the following matters need to be considered when pricing: the relationship between pricing and the mission and goals of the training institution, the determination of the cost and price of training products, market structure, customer attitudes and reactions to price, The reaction of other training institutions (competitors) on price and value, etc.

Choose an appropriate pricing method again.

Since the pricing of training institutions is usually determined based on three factors: cost, demand and competition, there are three pricing methods. One is the cost-oriented pricing method based on cost. The second is the demand-oriented pricing method based on demand; the third is the competition-oriented pricing method based on competition.

3. Pay attention to channel construction and product delivery (1) To strengthen channel development and management, training institutions must expand the sales of their training products and improve operating performance. Two issues must be focused on during the channel development process. The first is to clarify the path objectives and limiting factors.

Judging from the characteristics of the training market, it is difficult for any training institution to directly and effectively contact target customers. It needs to rely on certain external forces and channels to promote the breadth and breadth of enrollment.

The second is to reasonably motivate channel employees.

Just like other product market channels can obtain certain economic benefits, the person in charge of the education and training market channel also has the right to reward their efforts. Properly motivating the channel person in charge can ensure the widespread promotion of the products of the training institution. .

The channel management of training institutions mainly maintains communication with various channels to ensure smooth channels, handle unfavorable factors in a timely manner, and reduce unnecessary obstacles.

Their main job is to establish extensive contact with training institution managers, partner institutions and other relevant personnel, assist them in their work, provide them with all useful help, and improve channel efficiency.

) 2) If you want to become a training institution with practical and convenient product delivery, you must handle the delivery of service products to make its training projects and products practical and convenient for target customers.

The training programs developed by a training institution may be very practical, but it is sometimes difficult for students to obtain the training programs provided by the training institution due to reasons such as the conflict between the opening time and the students' leisure time, or the training institution's starting location is too far away from the students. products and services.

Therefore, training institutions need to implement k training plans successfully.

It must be considered that training products can be provided to students quickly and easily.

4. To expand business, training institutions that value and use promotional methods must publicize their goals, activities, services and products to consumers and the public, and draw attention to the training institution and its products. To this end, training institutions need to communicate effectively with the market and the public and adopt effective promotion strategies.

(1) Effective use of advertising Advertising strategy occupies an important position in promotion strategy and is the most commonly valued and applied form of promotion.

In the past, training institutions rarely promoted products and services through advertising, but now more and more training institutions are using this promotional method.

Training institutions should pay attention to the following four points when using advertising strategies. The first is to clarify the advertising objectives, that is, to clarify where the target customers are. The second is to reasonably determine the advertising budget. That is to say, according to the requirements of the advertising goals and the purpose of the advertising festival, you can develop an affordable budget according to your own strength to carry out advertising activities. The third is to choose the correct information to release. This means that the information published must be factual, promote the training organization's strategy and positioning, and meet one or more specific marketing objectives. The fourth is to choose the appropriate media. That is, the media should be selected reasonably based on the target customers’ media habits, training program characteristics, media communication capabilities, media charging requirements, etc.

(2) In order to improve the visibility of training institutions on the correct handling of corporate relations and expand their business, they must handle corporate relations correctly.

First, handle the relationship with the internal public well. Public figures within a training institution refer to all personnel within the training institution, including employees, related personnel, managers, trainers, course promoters, etc.

Public relations must first handle the relationship with the public within the training institution. Only when the internal relationship is integrated and harmonious can employees have a sense of identity and belonging in the institution, and generate centripetal force and cohesion.

The second is to handle the relationship with the media well.

On the one hand, the media public is a tool for disseminating information, and it contacts the public through the news mass media; on the other hand, the news mass media itself is also the public, and training institutions should pay attention to maintaining a good relationship with the public. It is helpful to improve the image and popularity of training institutions

The third is to handle the general relationship with students well.

The relationship between training institutions and students is the most important public relationship.

Without students, educational institutions lose their basis for survival.

The fourth is to properly handle the relationship with the government.

Since relevant government policies and laws have a great impact on the training work of training institutions, each training institution must correctly handle the relationship with the government, consider changes in policies and laws at any time, and learn from relevant United Nations documents and policy guidance. Seize opportunities for business development.

In addition, the relationship between public figures in the community and public figures with business dealings should also be properly handled.

(3) The timely use of marketing promotion as a promotional method can also be used to promote the products and services of training institutions.

For example, free trials, coupons, free training materials, fixed class hours, etc. can be used; for intermediaries, domestic salesmen of training institutions can use price concessions, promotion subsidies, cooperative advertising, etc., through sales Promote the sales of training products through competitions and providing free training and business guidance to domestic salespeople.

(4) Personnel-oriented sales personnel are a unique and humane promotion method.

It has many characteristics that are different from other promotional methods. It can achieve goals that other promotional methods cannot achieve, and the effect is extremely significant.

The application of employee sales in education and training is roughly similar to the sales of physical products.

However, due to the particularity of the training service market, the execution of these tasks and activities is different from that of the physical product market.

For example, a training organization may need to hire professionals rather than professional salespeople to sell training products.

In addition, according to the characteristics of the training products, there are special requirements for the qualifications of sales personnel.

Training institutions should consider the following three aspects when operating personnel conduct sales. One is to pay attention to the development of personal relationships with customers (learners).

Good interpersonal relationships between salesmen and customers of training institutions can make both parties satisfied with each other. The attention that training institutions show to the personal interests of students in advertising and other aspects must be through the true personalized attention of marketers to achieve.

The second is to adopt a professional direction.

In other words, when experts are invited to help promote products, the appearance, actions, blind teaching behavior, attitude, etc. of the marketers must meet the students' professional standards.

The third is to sell core services (products). Training institutions can benefit from a series of supporting services surrounding the core services (products). For example, provide free teaching instructions to students, or order them on their behalf, or provide free training materials. At the same time, this can make it easier and more convenient for students to purchase training products.

5. Strengthen internal marketing and encourage employees to create the value of internal employee training institutions.

Training institutions can always provide customer-satisfying training products in a timely manner, becoming a powerful tool for training institutions to participate in market competition and make profits.

However, in the process of training institutions providing training products to the market to participate in competition, from obtaining market information to the formation of training product ideas, to the development, design, production, sales, and after-sales service of training products, etc. The process of a series of business activities requires the participation of training institution employees from beginning to end. If there are no satisfied employees

Therefore, if training institutions want to truly satisfy customers, they must put employees first, strengthen internal marketing, and motivate employees to Dedicate yourself to work with creative enthusiasm and provide customers with high-quality services with a spirit of collective cooperation.

To this end, it is necessary to: (1) Conduct internal market research and strive to understand the different types of employee needs, the different levels of needs of employees at different levels, and the same employee has different needs at different stages.

Only when an enterprise truly understands the needs of its employees can it satisfy its employees and stimulate their enthusiasm for work.

) 2) Segment the internal market and grasp employee-oriented needs. Due to the diversity of employee needs, the internal market of training institutions also needs to be segmented.

Through segmentation, fully understand the different needs and emotional characteristics of employees, design corresponding internal products, and adopt targeted incentive methods and communication strategies to meet the needs of each employee, maintain employees, and improve employees Satisfaction, the way to organize employees

(3) Providing appropriate internal products and internal marketing products that meet employee needs refers to various matters provided by training institutions for employees, including salary, positions, management systems, The development goals and guidance methods of training institutions are all things that training institutions hope employees will recognize and accept.

Training institutions should design different products according to the differentiated needs of employees on the basis of market segments.

(4) Establish communication channels to ensure effective communication. Through effective communication, employees can accept the internal products provided by the training institution, and at the same time form good interpersonal relationships with the information sharing environment within the training institution, and do The internal marketing and promotion strategy of implementing promotion strategies and tapping the potential of employees is essentially the incentive mechanism of training institutions. By formulating motivating stimulating measures, Internal employees actively participate in the internal products provided by the training institution - work or other matters that employees should accept

The training service industry is an industry with a high degree of communication between customers and employees. In the eyes of customers, employees themselves represent services.

Therefore, in internal marketing, first of all, a regular incentive mechanism must be established.

Design a scientific assessment system, a reasonable salary system and a promotion mechanism, give full play to the leverage of assessment and rewards, and reflect the fairness and justice of incentives; pay attention to the comprehensive use of multiple incentive methods to improve incentive performance.

Secondly, attention should be paid to stimulating employees’ innovative consciousness.

Continuous innovation is an important factor for the training service industry to gain competitive advantage. It is necessary to establish an incentive mechanism that tolerates failure and encourages innovation in the internal marketing process of training institutions, so as to encourage employees to constantly surpass themselves and realize themselves.

Finally, motivate the vision.

Training institutions should design a vision to make work a purposeful and meaningful activity for employees, guide employees in scientific career planning, and motivate employees to work hard to achieve the same goals of the training institution.

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