在教育科技快速演进的今天，教育行业正面临翻天覆地的变革。W公司作为考研培训市场的老牌企业，也面临着巨大机遇与挑战。伴随教育政策和就业形式的不断变化，考研招生人数上升，考研竞争加剧，造就了考研培训市场的蓬勃发展。在这一波潮流中，行业竞争愈演愈烈，专业课培训凭借其差异化优势，成为稳固市场地位的关键。本次研究旨在为W公司心理学专业课产品找到更清晰的市场定位，为其他专业课产品的市场定位提供依据和参考。

本文采用了问卷调研、用户访谈等研究方法，基于李飞教授的钻石定位图模型，按照找位、选位、到位三个步骤，对W公司专业课产品的市场定位进行分析，帮助W公司找到目标市场及目标顾客，优化市场定位，巩固其在市场中的竞争地位。

经过分析确定W公司的心理学专业课产品的目标用户为参与线上培训的中高端心理学考研用户，结合当前市场定位和目标市场定位，充分发挥其资深讲师、专业教研的优势，弥补其服务的短板，提升价格和口碑至行业平均水平以上。确定W公司专业课产品的属性定位“平均教龄8年的师资团队，心理学研究生学历的教研团队，1V1个性化督学服务”，利益定位“让心理学考研备考更轻松”，价值定位“心理学准研究生的专业训练营”。最后，从产品、价格、渠道、传播四个方面给出营销组合策略，使讲师、教研等课程属性继续保持领先，重点通过提升服务团队能力，改善服务内容和形式优化其服务质量。同时优化产品价格，通过渠道和传播提升用户口碑，以实现目标市场定位。

Amidst the rapid evolution of educational technology, the education sector is undergoing transformative changes. W Company, a stalwart in the postgraduate exam training market, is facing significant opportunities and challenges. With constant shifts in educational policies and employment formats leading to an increase in postgraduate candidates and intensified competition, the postgraduate training market is flourishing. In this tide, professional course training, with its differentiated advantages, becomes crucial for securing a firm market position. This study aims to clarify the market positioning for W Company's psychology professional course products, providing a reference for the market positioning of other professional courses.

This article employs research methods such as questionnaire surveys and user interviews. Based on Professor Li Fei's Diamond Positioning Map model, this paper analyzes the market positioning of W Company's professional courses in three steps: positioning, selecting, and landing. This assists W Company in identifying its target market and customers, optimizing market positioning, and reinforcing its competitive stance in the market.

After analysis, it is determined that the target users of Company W's professional courses are mid-to-high-end graduate exam candidates participating in online training. Combining the current market positioning and target market positioning, the company will fully leverage its advantages in lecturers and professional research, compensate for its service deficiencies, and elevate prices and reputation above the industry average. The attribute positioning of Company W's professional courses is defined as "a teaching team with an average teaching experience of 8 years, a research team with postgraduate degrees in psychology, and personalized one-on-one supervision services." The benefit positioning is "making the preparation for psychology graduate exams easier," and the value proposition is "a professional training camp for psychology graduate exam candidates." Finally, marketing mix strategies are proposed from four aspects: product, price, distribution channel, and promotion, aiming to maintain the leading position of course attributes such as lecturers and research. The focus is on enhancing the capabilities of the service team, improving service content and format to optimize service quality. Simultaneously, product pricing will be optimized, and through distribution channels and promotion, user reputation will be enhanced, thus achieving the target market positioning.