“双减”背景下培训机构营销策略研究

Research on Marketing Strategies of Training Institutions under the Background of “Double Reduction”

摘要: 近年来，我国教育培训行业快速发展，但同时也暴露出一些问题，如过度竞争、培训质量参差不齐等。为了规范教育培训市场，我国政府出台了“双减”政策，旨在减轻学生课外负担和家庭教育支出。这一政策的实施，对培训机构产生了深远影响。本文旨在探讨“双减”政策下培训机构营销策略，以实现可持续发展。研究发现，培训机构可以从传统学科教育转型素质教育、赋能新科技，深耕文旅产业、产游一体化，直播带货助力新教育等三个方面进行营销策路调整，以适应“双减政策”下的市场环境。

Abstract: In recent years, China’s education and training industry has developed rapidly, but at the same time, it has also exposed some problems, such as excessive competition and uneven training quality. In order to regulate the education and training market, the Chinese government has introduced a “double reduction policy” aimed at reducing the extracurricular burden on students and family education expenses. The implementation of this policy has had a profound impact on training institutions. This article aims to explore the adjustment of marketing strategies for training institutions under the “double reduction policy” in order to achieve sustainable development. Research has found that training institutions can adjust their marketing strategies in three aspects: transforming traditional subject education into quality education, empowering new technologies, deepening the cultural and tourism industry, integrating industry and tourism, and promoting new education through live streaming sales, in order to adapt to the market environment under the “double reduction policy”.