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

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