Marketing Strategies of Adult Education and Training Institutions In recent years, China's adult education and training has entered a period of rapid development, and the competition among adult education and training institutions has become increasingly fierce.

This requires training institutions to attach importance to the application of marketing strategies in order to survive and develop in the increasingly fierce market competition.

The competition between brand enterprises that carefully shape training products is brand competition, and the training industry is no exception.

Brand is the foundation of enterprise survival, and brand embodies the competitiveness of enterprises.

With the intensification and standardization of training market competition in China, brand has become a strong backing for the survival of training institutions.

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

(1) Establish a correct business philosophy and brand awareness, aim at serving customers and helping them create value, provide customers with high-quality products and services, think for customers, strive for perfection, do your best, think from the customer's standpoint, get customer recognition, and have professional knowledge, technology and customer recognition.

(2) Accurate concept positioning and subdivision of demand market. Every consumer's consumption demand, consumption psychology and consumption ability are different.

They also have different views on brands. As a training institution, it should be preconceived and leave a unique impression of the brand in the hearts 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 all sectors of society by virtue of their classic brands.

(3) Training courses are training products with product innovation as the core. To create a good brand image, we must attach importance to the development of excellent training courses, form a series of training courses with characteristics, and create a brand training product group with market competitive advantages.

Some well-known training institutions keep a good impression and win consumers by launching new products in time according to the changes of students' needs.

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

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

Therefore, in order to form a brand training institution, we must have an excellent team of teachers.

Excellent trainers should have high relevant professional qualifications; Rich working background in related courses; Professional training experience, good understanding, communication, expression and learning ability; In particular, it is necessary to have the ability to stimulate the atmosphere at the scene and the ability to analyze cases. Have rich experience and consulting work experience.

(5) Paying attention to intra-brand education means that the employees of every training institution realize from the deep heart that they are building an excellent brand and form a high degree of internal cohesion.

Brand radiates from the inside out, so strengthening the internal education of brand will inevitably become an important part of the success of adult education market training institutions.

(VI) Paying attention to participating in public welfare activities In a sense, the brand is the evaluation of the public, and it is to shape a good brand image, rather than letting thousands of families remember the brand as they actively participate in some public welfare activities.

Different from physical products, brand building of education and training products should always put social reputation and social benefits in the first place.

Second, the rational use of pricing strategy Price is an important change factor in the marketing mix, which is directly related to the size of demand and the level of profit.

When making pricing strategies, training institutions should first choose pricing targets, which is related to their target markets and market positioning.

Because the target and market positioning are different, the pricing target is bound to be different. Some institutions can aim at profit-seeking, while others can aim at leading the market share.

Secondly, we should analyze the influencing factors of pricing.

The factors that affect the pricing of education and training products are not only internal but also external.

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

For specific training institutions, the following matters need to be considered when pricing: the relationship between pricing and the mission and objectives of the training institutions, the determination of the cost price of training products, the market structure, the attitude and response of customers to the price, and the response of other training institutions (competitors) to the price and value.

Select the appropriate pricing method again.

Because the pricing of training institutions is usually determined based on three factors: cost, demand and competition, there are three ways to choose pricing. 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.

Third, pay attention to channel construction and product launch (1) Strengthen the channel development and management of training institutions. To expand the sales of their training products and improve business performance, we should focus on two issues in channel development. The first is to clarify the path objectives and constraints.

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

The second is to reasonably motivate channel employees.

Just like other product market channels can get certain economic benefits, the person in charge of the education and training market channel also has the right to reward its efforts, reasonably motivate the person in charge of the channel, and ensure the wide promotion of the products of the training institutions.

The channel management of training institutions is mainly to maintain communication with various channels, ensure smooth channels, deal with unfavorable factors in time, and reduce unnecessary obstacles.

Its main job is to establish extensive contacts with managers of training institutions, cooperative institutions and other relevant personnel, assist them in their work, provide them with all useful help, and improve channel efficiency.

(2) To become a practical and convenient product delivery training institution, it is necessary to properly handle the delivery of service products, so as to make the products practical and convenient for the target customers.

Training programs developed by training institutions may be very practical, but because of the contradiction between opening hours and students' leisure time, or because the training institutions are too far away from students, it is sometimes difficult for students to obtain products and services provided by training institutions.

Therefore, in order to successfully implement the K training plan, training institutions.

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

Four, pay attention to and use promotional means to expand the business of training institutions, must publicize their goals, activities, services and products to consumers and the public, to attract the attention of training institutions and products. Therefore, training institutions need to communicate effectively with the market and the public and adopt effective promotion strategies.

(A) the effective use of advertising advertising strategy plays an important role in the promotion strategy, is the most widely valued and applied form of promotion.

In the past, training institutions rarely promoted products and services through advertisements, but now more and more training institutions adopt this promotion method.

Training institutions should pay attention to the following four points when using advertising strategies. The first is to make clear the advertising target, that is, to make clear where the target customers are. The second is to reasonably determine the advertising budget. In other words, we should make an affordable budget to carry out advertising activities according to the requirements of advertising objectives and the purpose of advertising festivals. The third is to choose the appropriate information release. This means that the information released must be true, which can promote the strategy and positioning of training institutions and meet one or more specific marketing objectives. The fourth is to choose the right media. That is, according to the media habits of target customers, the characteristics of training programs, media communication ability, media charging requirements, etc. , should choose the media reasonably.

(2) Training institutions that correctly handle public relations must correctly handle public relations in order to improve their visibility and expand their business.

The first is to handle the relationship with the internal public. Public figures in training institutions refer to all personnel in training institutions, including employees, related personnel, managers, trainers and course promoters. Public relations should first deal with the relationship with the public inside the training institution. Only when the internal relationship is harmonious can employees have a sense of identity and belonging to the organization and produce centripetal force and cohesion.

The second is to handle the relationship with the media.

On the one hand, the media public is a tool to spread information and contact the public through the news mass media; On the other hand, news mass media itself is the public, and training institutions should pay attention to the relationship with the public, which is conducive to improving the image and popularity of training institutions.

The third is to deal with the general relationship with students.

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

Without students, educational institutions will lose the foundation of survival.

The fourth is to handle the relationship with the government.

Because the relevant government policies and decrees have a great influence on the training work of training institutions, all training institutions must correctly handle the relationship with the government, consider the changes of policies and decrees at any time, and seize the opportunity of business development from the relevant UN documents and policy guidance.

In addition, it is necessary to deal with the relationship between community public figures and business public figures.

(C) timely use of marketing means to promote this promotion method can also be used to promote the products and services of training institutions.

For example, free experience, coupons, giving away training materials and fixed class hours can be adopted; Domestic sales personnel of training institutions can promote sales to middlemen by means of price concessions, promotion subsidies, cooperative advertisements, etc., and can promote the sales of training products by means of sales competitions, free training, and business guidance for domestic sales personnel.

(D) People-oriented promotion is a unique and humanized way of promotion.

It has many characteristics different from other promotion methods, which can achieve the goal that other promotion methods can't achieve, and the effect is extremely remarkable.

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

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

For example, training institutions may need to hire professionals instead of professional salespeople to sell training products.

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

Training institutions should consider the following three aspects when selling operators. First, pay attention to the development of personal relationship with customers (learners).

Good interpersonal relationship between salesmen and customers in training institutions can satisfy both sides. Training institutions must pay attention to students' personal interests in advertising and other aspects through the real personalized attention of marketers.

The second is to take a professional direction.

In other words, inviting experts to help promote products, the appearance, movements, blind behavior and attitude of marketers should meet the professional standards of students.

The third is to sell core services (products), and training institutions can benefit from a series of supporting services around core services (products). For example, provide students with free guidance, or order instead, or provide free continuing education materials. At the same time, it can make it more convenient for students to purchase training products.

Fifth, strengthen internal marketing and encourage employees to create the value of internal staff training institutions.

Training institutions can always provide customers with satisfactory training products in time, which has become a sharp weapon for training institutions to participate in market competition and profit.

However, in the process of training institutions providing training products to the market to participate in the competition, employees of training institutions need to participate from beginning to end, from obtaining market information to the formation of training product ideas to the development, design, production, sales and after-sales service of training products. Without satisfied employees,

Therefore, in order to truly satisfy customers, training institutions must put employees first, strengthen internal marketing, encourage employees to work with creative enthusiasm, and provide quality services to customers in the spirit of collective cooperation.

Therefore, it is necessary to: (1) conduct an internal market survey to try to understand the needs of different types of employees, different levels of employees, and different needs of the same employee at different stages.

Only by truly understanding the needs of employees can enterprises satisfy employees and stimulate their enthusiasm for work.

(2) subdivide the internal market and grasp the employee-oriented demand. Due to the diversity of employees' needs, the internal market of training institutions also needs to be subdivided.

Through subdivision, we can fully understand the different needs and emotional characteristics of employees, design corresponding internal products, adopt targeted incentive methods and communication strategies to meet the needs of each employee, safeguard employees, improve employee satisfaction and organize employees.

(3) Providing internal products and internal marketing products suitable for employees' needs refers to all kinds of affairs provided by training institutions for employees, including salary, post, management system, development goals of training institutions, guidance methods and other contents that all training institutions want employees to recognize and accept.

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

Establish communication channels to ensure effective communication. Through effective communication, employees can accept the internal products provided by training institutions, and at the same time form good interpersonal relationships with the information sharing environment within training institutions, so as to get up and down.

(5) Implementing the promotion strategy and tapping the potential of employees. The internal marketing promotion strategy is essentially an incentive mechanism for training institutions. Internal employees actively participate in the internal products provided by training institutions-work or other things that employees should accept by formulating incentives.

Training service industry is an industry with high communication between customers and employees. In the eyes of customers, employees themselves represent service.

Therefore, in internal marketing, we must first establish a conventional incentive mechanism.

Design scientific assessment system, reasonable salary system and promotion mechanism, give full play to the leverage of assessment and reward, and reflect the fairness and justice of incentives; Pay attention to the comprehensive use of various incentive means to improve incentive performance.

Secondly, we should pay attention to the incentive of employees' innovative consciousness.

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

Finally, inspire the vision.

Training institutions should design a vision, make work a purposeful and meaningful activity for employees, guide employees to carry out scientific career planning, and motivate employees to strive to achieve the common goals of training institutions.

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