Current location - Training Enrollment Network - Education and training - Ask for a paper on the research of enterprise marketing strategy.
Ask for a paper on the research of enterprise marketing strategy.
At present, the research on training enterprise marketing at home and abroad is basically focused on the theoretical level. For training enterprises, the guidance of these research results to the actual marketing operation needs to be concrete. Therefore, based on relevant marketing theories and the reality of social and economic development in Zhejiang Province, this paper studies and discusses the actual marketing strategies of private training enterprises in Zhejiang Province, with a view to improving the operational governance level of the training industry in Zhejiang Province. Marketing Strategies of Private Training Enterprises I. Introduction In recent years, China's training industry has developed very rapidly. Statistics show that the training market in China was 654.38+0 billion yuan in 2000, 30 billion yuan in 2006 and 200 billion yuan in China in 2005, and this figure is increasing by 30% every year. As an important part of the development of market economy in China, the training industry is playing an increasingly important role. Because economic development is inseparable from the support and participation of all kinds of talents, and the delivery and training of talents is mainly accomplished through personal lifelong learning and training in addition to the existing national education system. Therefore, at present, the competition of economic development at home and abroad has largely changed from the past resources and resource development methods to the competition of cultivating and using all kinds of talents. The 11th Five-Year Plan of Zhejiang Province clearly puts forward: around the social and economic development goals of Zhejiang, focusing on high-level and high-skilled talents, vigorously develop talent resources. For example, the implementation of the "Ten Thousand Civil Servants Governance Training Project", the rotation training of senior management talents in enterprises above designated size in the province, the further promotion of the "New Century 15 1 Talent Project" and the "Qianjiang Scholars Plan", the implementation of the high-skilled talents training project, and the launch of the training plan for millions of rural practical talents. The implementation of this series of talent goals and talent strategies in Zhejiang Province can not be separated from the participation of Zhejiang training enterprises, especially a large number of Zhejiang private training enterprises. Therefore, studying the marketing strategy of private training enterprises in Zhejiang Province can not only change the disadvantages that most domestic and foreign research on the marketing of training enterprises focuses on the theoretical level or the strategic level, but also help to improve the core competitiveness of private training enterprises in Zhejiang Province and promote the overall healthy development of the training industry in Zhejiang Province. Second, analysis of the current situation of domestic and Zhejiang training markets At present, domestic training enterprises can be divided into three categories according to their operating mechanisms. The first category is professional and academic training enterprises, mainly relying on universities. This kind of training enterprise has strong authority, its own core courses and professional trainers, and its popularity is high. Their shortcomings are high training fees, and theory is stronger than practice. The second is a training company run by trainers who have a certain reputation in the industry alone or in partnership. This kind of training company has a stable market customer base and strong curriculum research and development ability; The third category is "training intermediary" companies, accounting for more than 70% of domestic training enterprises. Such a training enterprise is just a pure business development organization-looking for corporate customers who need training and arranging trainers for them. Judging from the main composition of domestic training enterprises, private training enterprises have participated in almost all training projects in the training market. Private training enterprises mainly run schools by individuals. Private training enterprises are the most dynamic and successful training enterprises in the training market, although they have few existing resources and do not have some innate resources or government background owned by training institutions such as universities. Private training enterprises are market-oriented in school-running concept, training product innovation, marketing strategy, governance mechanism and incentive mechanism, so they are full of vitality and have the highest share in the training market. According to the estimation of Zhejiang Enterprise Training Industry Association, there are currently more than 1000 training enterprises in Zhejiang Province, and private training enterprises account for the vast majority, but there are few brands and scales. The whole industry, especially small and medium-sized private training enterprises, generally exists: unclear development orientation, lack of brand and core competitiveness; Low management level, no clear and effective marketing strategy; Lack of perfect internal governance mechanism; Disordered competition and other issues. In particular, the weak marketing ability has directly led to the emergence of many vicious competitions, making it impossible for a considerable number of private education and training enterprises to carry out and maintain normal business activities. For example, most training enterprises adopt a single marketing model such as telemarketing to expand their business, which has become the weakness of customer development and institutional development of training enterprises. On the other hand, a large number of consumers cannot get the training products and services they really need. Generally speaking, a considerable number of Zhejiang private training enterprises still rely on some social or interpersonal relationships of entrepreneurs to survive and develop. The development strategy and marketing ideas of the enterprise are not clear, and the business behavior is very casual. Therefore, it is an urgent problem to systematically consider the long-term and directional development of enterprises, focus on building a marketing framework that belongs to the core competitiveness of training enterprises, and start with the research of marketing strategies to effectively improve the marketing ability of Zhejiang private training enterprises. Traditional marketing theory tells us that the marketing governance of industrial or consumer goods industry generally emphasizes the structure of 4Ps-product, price, channel and promotion: enterprises create products, then define the characteristics and benefits of products, set prices, choose channels for selling products and services, and promote their products and services through advertising, public relations and personnel promotion. As a service, training adds three variables: personnel, tangible display and service process on the basis of 4Ps of its marketing mix, thus forming 7P mix of service marketing. Therefore, for training enterprises, their marketing governance should consider the customer's factors more on the basis of 4p, that is, we must fully consider the needs and wishes of consumers from the design stage of products or services in the whole marketing process, and make consumers feel satisfied as much as possible in the whole service process. The next part of this paper will combine the general marketing theory, based on the actual and future development needs of Zhejiang private training enterprises, and focus on analyzing and studying the marketing strategies suitable for the development of Zhejiang private training enterprises. 1. Focus strategy Focus strategy: refers to concentrating superior strength on a training program or a market segment to build and strengthen its core business. This strategy is suitable for some private training enterprises in a weak competitive position in Zhejiang. These enterprises are often small in scale, weak in curriculum research and development, and have no advantage in brand and marketing ability. The main problems to be solved by such enterprises are: how to solve the contradiction between business scope and weak strength and small scale. For this kind of training enterprises, we should shrink the front and implement the focus strategy. The ultimate goal of this strategy is not to occupy a small share in a larger market, but to occupy a larger share in a smaller market. Specifically, the focus strategy can be carried out from two aspects: streamlining training programs "big and comprehensive", and too many training programs make training enterprises spend too much resources and energy, making it impossible for training enterprises to form distinctive core courses. Moreover, not every training program can have a good market and development potential. Therefore, we should follow the principle of "retaining superior projects and eliminating weak projects", simplify courses according to market demand, retain distinctive and advantageous training projects, and further strengthen the advantages and characteristics in personnel allocation, service process and selected core courses and characteristic courses if the enterprise's own resources and capabilities can promise to increase investment, and gradually establish the competitive advantage of training enterprises. While narrowing the target market and streamlining the training projects, the target market should be narrowed accordingly according to the characteristics of the reserved projects. Provide these projects to the most suitable and demanding target customers in the market. The advantages of this are: on the one hand, due to the concentration of marketing targets, enterprises can give full play to their advantages, deeply understand the changes in market demand, reduce operating costs and improve profitability; On the other hand, it can also give the target customers a quite professional impression and form a good reputation. 2. Differentiation Strategy Differentiation strategy refers to cultivating enterprises to design and provide products and services different from competitors according to the differences in consumer demand in various market segments in order to obtain corresponding market share. The training enterprises applying this strategy are: weak competitiveness, small scale, narrow living space and inaccurate positioning. Although it may have focused on a certain business scope, it has failed to form characteristics and differentiation in this business field, with a low level of professional operation and weak brand influence. The main problems that such training enterprises need to solve are: how to make use of limited advantages and resources to create core courses and services with differentiated characteristics and form core competitiveness through specialized operation. Among the private training enterprises in Zhejiang, Yiwu Caizhi Corporate Governance Consulting Company is a successful enterprise with differentiation strategy. Established in 200 1, this training enterprise, with its accurate positioning in the high-end market, built its differentiated brand in the market by setting up its professional team of lecturers and consultants, and became a leader among private training enterprises in Yiwu and even Zhejiang in just a few years, with annual sales income exceeding 10 million yuan. For most private training enterprises in Zhejiang, the specific implementation of differentiation strategy can be considered from the following two aspects: the satisfaction of service quality training consumers depends on the expectation of training services before purchase and the closeness of the actual quality of services provided by training enterprises. If the quality of service is consistent with consumers' expectations, consumers will be satisfied. Therefore, the most important implementation direction of differentiation strategy is service quality. The key factors that determine service quality can be arranged as follows: reputation, responsibility, guarantee, depth and tangible embodiment. According to these key factors that determine the service quality, Zhejiang private training enterprises should cooperate and guarantee from the aspects of curriculum, personnel quality, business philosophy and company system. So that customers can believe that the courses provided by training enterprises are really needed by consumers. The way for training enterprises to teach courses is that consumers can effectively acquire knowledge, and the publicity and brand image of training enterprises are consistent with the efficiency and effect of their actual business activities. The unique business development mode implements differentiated marketing strategy, and another difficult problem that Zhejiang private training enterprises need to solve urgently is business development. Whoever has his own unique business development model in this market and grasps some key channels to the greatest extent can succeed in the competition. Zhejiang private training enterprises can try the following business development channels: ① government departments or trade associations: cooperating with government departments or trade associations can not only keep abreast of the government's talent development policies for some specific industries and enterprises, but also make training activities led by government departments relatively easy to organize and carry out. ② Leading enterprises in the industry: For most training enterprises, they should concentrate their strengths and cooperate with one or two leading enterprises in the industry to carry out training. Because most leading enterprises are benchmarking enterprises in their industries, their every move is often the standard for other enterprises to imitate and emulate. Therefore, taking the leading enterprises in the industry as the breakthrough of channel development can not only have a stable business source, but also enhance the brand awareness of the organization itself and realize the business expansion from point to line to surface. (3) Institutions of higher learning and scientific research institutions: Cooperation between private training enterprises and institutions of higher learning and scientific research institutions can not only grasp the latest development trends of related industries, but also serve as a bridge to establish contacts with relevant government departments, industry associations and enterprises. ④ Internet: Internet marketing can not only better combine the products themselves, promotion methods, customer opinion surveys, advertisements, public relations, customer service and many other contents, but also communicate with customers one-on-one through words, sounds, images and videos to realize the interaction with customers. More importantly, effective Internet marketing can greatly save the cost of channel expansion. 3. Concluding an alliance strategy The current market competition is no longer the era of "either you die or I die". Competition can also have cooperation in addition to games, as long as a win-win result can be achieved. Private training enterprises in Zhejiang Province can cooperate on the premise of complementary business among training enterprises to increase the number of customers, which is a very feasible road. For example, human resource management training enterprises and outward bound training enterprises have great cooperation space. This type of inter-agency cooperation will not only bring additional cost burden to training enterprises, but also maximize the value of customer resources and improve consumer satisfaction. In addition, use the partner's platform to promote their own training enterprises, such as setting up publicity points in the other party's business premises; Jointly organize activities to expand the influence of both sides; The two sides exchange enterprise resources, provide resources to each other's customers, and conduct "experiential marketing" for customers, thus achieving the purpose of publicity. Four. Conclusion To sum up, in order to solve the main problems existing in the development of Zhejiang private training enterprises, we should focus on the needs of target customers, combine the market competition, formulate marketing strategies suitable for training enterprises according to our own resources and capabilities, establish and improve the corresponding operating mechanism of training enterprises, and finally achieve the development goal of providing high-quality and targeted courses and services for consumers and training enterprises themselves through effective marketing implementation plans.