随着新高考改革的不断深入，家长对孩子的升学规划、职业生涯和未来发展问题越来越重视，河北作为一个高考大省、人口大省，孩子们的升学压力十分之大。从2021年的高考人数63.4万到2022年的75.3万，再到2023年的85万人次，孩子们通过分数想上一个好大学、获得一份好职业越来越难。再加上家长们对大学报考、各种升学赛道的选择、以及如何科学性的帮孩子规划适合的专业和职业的知识少之又少，家长们信息闭塞，专业度不够，不能掌握信息差等原因，因此也催生了河北线下升学规划培训机构的快速发展,由于低分段考生居多，单招培训+升学规划的模式应运而生。

本文以N培训机构作为研究对象，N培训机构位于河北省唐山市，是河北省唐山市一家建校10年小有名气的线下K12教育培训学校。疫情和双减背景之下，也在2年的探索和成长过程中，决定将“升学规划”项目作为学校未来主要的发展战略，具体包括高考志愿填报、艺考志愿填报、职业生涯规划、单招培训等。但是“单招培训+升学规划”的新项目才刚开始，不够完善和成熟，尤其是在营销策略方面还很欠缺，本文主要对单招培训项目的营销策略进行研究并尝试提出解决方案。

本文在查阅大量的文献资料的基础上，首先利用PEST模型和“波特五力”模型对N培训机构的内外部环境进行分析；然后计划通过调查问卷的方式，识别N培训机构“升学规划”项目在营销策略方面的问题，了解消费者的需求；接着利用STP理论进行市场细分，选择目标市场，最后根据N培训机构的市场定位和现状，利用7P营销理论，设计出适合N培训机构的营销策略。在产品板块：打造专属于每个家庭一对一VIP全年追踪的升学规划服务和单招培训服务；在价格板块：根据产品不同的性质、服务和培训周期制定灵活不同的价格体系；在渠道板块：充分利用好新媒体时代线上直播、线下讲座会销、加盟合作等方式拓展客户量；在促销板块：做好品牌背书、口碑宣传、充分利用转介绍、团报优惠等形式打开市场，提升N培训机构的品牌专业化、年轻化以及终身学习提高的理念，提升更多家长的信任度。

With the continuous deepening of the new college entrance examination reform,parents are paying more and more attention to their children's college planning,career path,and future development.Hebei,a province with a large population and a large number of college entrance examination candidates,presents significant pressures for the children's further studies.From 634,000 candidates in 2021 to 753,000 in 2022,and then 850,000 in 2023,it is getting more challenging for these children to aim for a good university and a well-paying job through examination scores.Coupled with the lack of knowledge parents have about university application,various pathways to further studies,and scientific plans for suitable majors and occupations,the rapid development of offline college planning training institutions in Hebei has been triggered.Due to a considerable number of low-scoring examinee,the model of single-subject training plus college planning emerges.

This paper takes the N training institution as the research object,which is a small-scale but known offline K12 education training school in Tangshan City,Hebei Province for 10 years.Under the backdrop of the pandemic and the policy of"double reduction",the institution decided to take the"single-subject training+college planning"project as their primary development strategy,which includes college application programming,arts college application programming,career path planning,single-subject training,etc.However,this new project has just begun and is not fully developed and mature,especially lacking in marketing strategy.This paper primarily studies the marketing strategy of the single-subject training project and attempts to propose solutions.

Based on extensive literature review,this study first uses the PEST model and Porter's Five Forces model to analyze the internal and external environments of N Training Institution.Then the paper plans to identify,through questionnaires,the problems of N Training Institution's"college planning"project in terms of marketing strategy and understand consumer needs.Following this,the study uses the STP theory to segment the market,choose the target market,and finally design a suitable marketing strategy for N Training Institution using the 7P marketing theory in light of N Training Institution's market positioning and status quo.In terms of product,we will create a one-to-one VIP all-year-round tracking higher education planning service and single-subject training service exclusive to each family.As for pricing,we will set different flexible pricing systems according to different product characteristics,services,and training periods.In terms of channel,we will make full use of the new media age online live broadcasts,offline seminars,and franchise partnerships to expand customer volume.In terms of promotion,we will do well with brand endorsement,word-of-mouth publicity,and fully utilize referrals,group purchase discounts,etc.,to open up the market,enhance the professionalism and youthfulness of the N Training Institution brand,and promote lifelong learning.This will gain the trust of more parents.