Brand marketing "brand marketing" is undoubtedly the first carriage to help education and training institutions under the new situation. With the popularity of the Internet and the high mobility of social members, brand marketing has gradually replaced traditional product marketing as a decisive factor in the success or failure of enterprise marketing.
Brand marketing is a high-end marketing method. It is not to build a huge marketing network, but to use brand symbols to lay an invisible marketing network in the hearts of the public, to transport products to the hearts of consumers, so that consumers can have a sense of identity with products and their affiliated enterprises, thus forming consumption inertia and achieving the purpose of long-term promotion.
According to the survey results of consumers' access to training information, word-of-mouth communication is not only the main source of information, but also the most trustworthy source. The introduction of experienced parents/friends/classmates accounts for 70% of the daily training information acquisition channels and 48.9% of the most trusted channels.
Relationship marketing Relationship marketing is the second carriage to help education and training institutions under the new situation, and it is also a marketing method with China characteristics that best matches China's national conditions and culture.
China's traditional culture has been concerned about the world since ancient times. Therefore, if we can better grasp the essence of relationship marketing in the promotion of education and training institutions, it will play a multiplier role.
Take the teaching mode of education and training institutions as an example. At present, the teaching mode of major training institutions is still "one-to-many", but nearly half of the respondents said that the most anticipated training mode is "face-to-face small class teaching".
Small class teaching has two advantages:
1. Face-to-face teaching can communicate with teachers more effectively and solve problems in learning;
2. Small class teaching can also avoid the decline of teaching quality caused by the large number of ordinary classes, and avoid the disadvantages of high one-on-one teaching cost and no learning atmosphere.
Small class size is generally 5- 10. This small group P2P teaching mode provides a broad application space for relationship marketing. The core of relationship marketing is to establish and develop "good relationship". The application of relationship marketing in the field of education and training is to establish good teacher-student relationship, customer relationship, cooperative partnership and public relations.
A good teacher-student relationship is the first step to develop a good customer relationship.
The establishment of a good teacher-student relationship requires educators to change their educational concepts. Teachers in training institutions should cater to the needs of future customers, change the traditional high-intensity, large-scale, classroom-style and cramming training mode, and implement the concepts of small class teaching, teacher-student interaction and happy learning.
According to different students, we should really teach students in accordance with their aptitude, introduce targeted training content, care about students' after-school life, have in-depth and pleasant exchanges with students, and develop good interpersonal relationships. Good teacher-student relationship will play a great role in enhancing personal prestige and institutional image.
The establishment of good customer relationship requires the managers of training institutions to change the backward management mode in the past, innovate the management system, and ensure the teaching quality and effect, such as establishing a perfect parent feedback mechanism, clarifying the teacher evaluation mechanism and student satisfaction detection mechanism, perfecting the teaching staff, and winning the trust of customers with a professional, careful and responsible attitude.
Developing a good partnership is the most potential excavation point of relationship marketing.
In order to better promote education and training institutions, in addition to improving their own quality, they should also develop cooperative relations with third-party consulting companies, advertising companies, TV stations, newspapers and other media institutions, which can form a joint force of relationship marketing, especially for training institutions with low visibility.
In addition, developing good public relations is a new way for future education and training institutions to promote marketing. Education and training institutions should take the initiative to assume social responsibilities and be enthusiastic about social welfare undertakings, such as donating money to poor mountainous areas and providing free training opportunities for poor students, which is of great benefit to enhancing corporate image and deepening public goodwill.
Compound Marketing "Compound Marketing" is the third driving force to help education and training institutions under the new situation. Specific to the field of education and training, compound marketing is to maximize the use of training resources and develop an all-round, three-dimensional, professional and characteristic training course marketing model.
The main advantage of the compound marketing model is to spread risks and avoid "putting all your eggs in one basket", but the biggest defect is that the characteristics are not obvious, and "multiple punches are difficult to hit the key". Therefore, the principle of compound marketing needs to be clear, that is, clear market segmentation while expanding market share.
Therefore, in addition to developing traditional advantage projects, education and training institutions also carry out new business in many aspects, introduce teachers and increase investment.
For example, institutions focusing on English training can appropriately increase the proportion of cultural courses such as mathematics, physics and chemistry, and institutions focusing on vocational skills training can carry out foreign language training and other businesses, strive to achieve "no one has me, and people have me", take the road of sustainable development from single training to diversified training, tap and create new business growth points of enterprises, and ensure the sustainable development of enterprises.