作为全世界规模最大的教育市场，中国的教育培训行业经过三十多年的发展，规模不断递增。伴随着科技的不断更迭，教育市场也插上了科技的翅膀，变得越来越多元化。在教育行业蓬勃发展的同时，教育机构之间的竞争也愈发激励。过去收效显著的招生方式，在消费者司空见惯之后，也渐显乏力。如何在营销上寻求突破，成为了所有教育机构思考最多的问题。 A机构成立于2005年，经过十几年的发展，在哈尔滨英语培训市场上取得了领先的优势。但是随着线上教育及自媒体的兴起，A机构的线下招生市场受到了不小的冲击。A机构不但要面对哈尔滨本地区的机构竞争，还要面对线上品牌的竞争。A机构意识到过去取得成绩和经验已经成为限制自身进一步发展的阻碍，A机构必须在营销策略上进行改变，才能进一步巩固自身的市场地位。 本文以A机构作为研究对象，运用文献分析法、案例分析法、问卷调查法、访谈法相结合的方式，对A机构的营销策略进行分析，并对营销策略上存在的问题给出改进方案。 本文首先运用PEST及五力模型工具对A机构的内外部营销环境进行了分析。然后，通过问卷调查以及访谈的方式获得消费者的反馈，再结合A机构的营销现状，对目前A机构在营销策略方面存在的问题进行分析，得出A机构在营销过程中存在课程过分依赖于老师自身的教学经验、课程产品线覆盖不全、定价策略过于单一、线上新媒体营销渠道铺设不够完善且营销方法有待提高、线上广告投放力度不足、人才流动性大、展示细节处理不到位、课后跟进服务欠缺这八个问题。 针对以上问题，本文运用STP理论和7Ps营销策略组合对A机构营销策略提出改进措施。首先重新对目标市场做了进一步确认，进行了品牌的市场定位，然后从产品、价格、渠道、促销、人员、有形展示、服务过程七个方面分别进行了改进分析并对A机构提出了改进建议。 本文最终得出结论：作为民办培训机构，想要在竞争中寻求突破，首先要从战略的角度思考自身的目标市场选择以及市场定位是否准确。在此基础上，必须紧跟时代的潮流，善于学习与利用新的技术进行营销。在保持线下营销优势的同时，大力布局线上渠道，尤其是利用新媒体平台的高速传播力进行营销。同时，营销作为一个整体的过程行为，各个环节紧密相连。培训机构要把7Ps要素中的每一部分都进行精心的设计与安排，才能让整个营销环节融为一体，在激烈的竞争环境中突显自身优势。 通过本文的研究，希望能帮助A机构在未来激烈的市场竞争中更好的开展营销活动，继续扩大市场份额。同时，本研究也希望能给同行业其他培训机构在市场营销策略上提供借鉴和帮助。

As the largest education market in the world, China's education industry has grown over the past 30 years. With the continuous change of technology, the education market has increasingly diversified. As the education industry flourishes, competition among educational institutions is becoming fiercer. The past marketing strategy has become increasingly ineffective after consumers have accustomed to it. How to make a breakthrough in marketing has become the hottest issue for educational institutions. Institution A was established in 2005. After more than ten years of development, it has achieved a leading edge in the Harbin English training market. However, with the rise of online education and We-Media, Institution A has suffered a lot. Institution A has to face not only the competition among institutions in Harbin, but also the competition from online brands. Institution A realized that the past achievements and experience had become obstacles to further development. It must change its marketing strategy in order to further consolidate its market position. This paper takes Institution A as the research object, and uses the methods of literature analysis, case analysis, questionnaire survey and interview to analyze the marketing strategy of Institution A, and gives the solutions to the problems existing in the marketing strategy. In this paper, PEST and five-force model tools are used to analyze the internal and external marketing environment of Institution A at first. Secondly, through questionnaires and interviews, this paper analyzes the existing problems in the marketing strategy of Institution A, and concludes that Institution A has eight problems in the marketing process: the curriculum excessively depends on the teacher's experience, the curriculum product line is not complete, the pricing strategy is too single, the online new media marketing channel is not perfect, the online advertising are insufficient, the talent mobility is large, the display details are not properly handled, and the after-school follow-up service is insufficient. In view of the above problems, this paper uses the combination of Segmenting, Targeting, Positioning and 7Ps marketing strategies to propose improvement measures for the marketing strategy of Institution A. First, the target market was reconfirmed and the brand's market positioning was carried out. Then, improvement analysis was carried out from seven aspects of products, prices, channels, promotions, personnel, physical display and service process respectively, and improvement suggestions were put forward for Institution A. This paper finally draws a conclusion: as a training institution, to find a breakthrough in the competition, first of all, one must think about one's own target market and whether the market positioning is accurate. On this basis, we must keep up with the trend of the times and be good at learning and using new technologies for marketing. While maintaining offline marketing's advantages, we have to actively distribute online channels, especially using the new media for marketing. At the same time, marketing as a whole process, each part is closely linked. Training institutions must carefully arrange each part of the 7Ps in order to integrate the whole marketing process and highlight their own advantages in the fierce competition. Through this research, I hope I can help Institution A to carry out marketing activities better in the fierce market competition and continue to expand its market share. At the same time, I also hope to provide a reference for other Institutions in the same industry in marketing strategies.