| Title: | Study on the Marketing Strategy of Colorful Bear Children’s Art Training Institution |
| Author: | Chen Caibin |
| Advisor: | Dr. Jidapa Chollathanrattanapong |
| Degree: | Education Management |
| Major: | Master of Business Administration |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2566 (2023) |
| Published: | The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November, pp.1693-1702. Proceedings |
Abstract
This paper aimed to study the marketing strategy of Colorful Bear Children’s Art training institutions, and the research objectives were: 1) To analyze the marketing status and problems of Colorful Bear Children’s Art Training School; 2) To provide suggestions for Colorful Bear Children’s Art Training School, based on 4P theory.
Based on the 4P marketing theory, theory this paper adopted the qualitative research method through an in-depth analysis of the marketing status of Colorful Bear children’s art training schools. The interview was with the administrators or marketing staff of Colorful Bear Children’s Art Training School, a total of 50 people. Finally, the following two research results:
1) The research on the marketing strategy of Colorful Bear Children’s Art Teaching Institution has identified several issues that need to be addressed. These include poor quality of teaching products, a limited and inconsistent pricing strategy, repetitive promotion methods, and an insufficient integration of online and offline marketing channels. These findings provide valuable insights for optimizing the marketing strategy of Colorful Bear Children’s Art Training Institution; 2) According to the 4P theory, the Colorful Bear Art Training School should focus on four aspects to improve its business. They should develop new products and optimize their product mix to enhance their product offerings. They should use differentiated pricing and price discrimination pricing to make their pricing strategy more effective and integrate online and offline marketing channels to expand their reach. Finally, they should innovate their promotional strategies to attract more customers.
Keywords: children, art training institutions, marketing strategy.
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Master of Business Administration (International Program), Siam University, Bangkok, Thailand