Marketing strategies of art training industry under the double reduction policy : a case study of Z Art Training School

双减政策下艺术培训行业的营销策略研究 —以Z 艺术培训学校为例

Name: Xiaofeng Zheng

LCSH: Marketing strategy

LCSH: Arts in education

LCSH: Swot

Abstract: Under the background of the double reduction policy proposed by China, this paper aimed to investigate the marketing strategies of Z Art Training School. Data were collected from relevant literature and were analyzed based on the general situation and marketing status of Z Art training school. The research found out the shortcomings of Z Art Training School in marketing. Firstly, the macro environment faced by the school was analyzed by PEST method, and then the industry environment faced by the school was analyzed by using Porter's five forces model. EFE and IFE evaluation matrix was based on internal and external factors. Finally, the SWOT model was employed to find out the advantages, disadvantages, opportunities, and threats of the school. In addition, its competitive strategies were analyzed. The result revealed that, in terms of STP strategy, after market segmentation, the target market was selected and the market positioning was determined. The school’s marketing strategies and the implementation of safeguard measures were put forward from the aspects of course products, price setting, channels, promotion, and online channels. This paper recommended the improvement of the marketing strategy, which could help the school to improve its market competitiveness for future development. The research also provided a reference value for the development of small art training schools

Abstract: 在国家提出双减政策的背景下，本文以Z 艺术培训学校为研究对象，对本校 的营销策略进行研究。通过对国内外相关文献进行搜集整理，以及对Z 艺术培训 学校的概况、营销现状等问题进行分析，找出Z 艺术培训学校在营销方面的不足； 首先通过PEST 方法分析学校面临的宏观环境，再利用波特五力模型分析学校面 临的行业环境。基于内外部因素建立EFE 与IFE 评价矩阵。最后运用SWOT 模 型找出Z 艺术培训学校的优势、劣势、机会、威胁，得出Z 艺术培训学校应采取 的优势竞争策略。 针对Z 艺术培训学校的实际情况进行STP 策略研究，经过市场细分，选择目 标市场，确定市场定位。从课程产品、价格设置、渠道、促销、线上渠道等多方 面提出Z 艺术培训学校的营销策略以及实施保障措施。本文主要解决Z 艺术培训 学校在营销策略中的问题，帮助Z 艺术培训学校提升市场竞争力，使其能在未来 持续发展，同时为小型艺术培训学校的发展提供参考价值

Rangsit University. Rangsit University Library

Address: Pathum Thani

Email: rattanapornn@rsu.ac.th

Name: Jin Maozhu

Role: Advisor

Created: 2022

Modified: 2567-03-07

Issued: 2024-03-07

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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