在我国社会经济和互联网技术的双重推动下，人民生活质量得到了显著提升，高等教育的普及程度也日益提高。近三年，受到K12“双减”政策和疫情的影响，考研人数大幅增加，许多K12培训机构纷纷转型加入考研培训市场，使得考研行业的竞争愈发激烈。在此环境下，市场营销成为企业成功的关键因素。

本研究以C公司考研业务为研究对象，主要围绕其营销策略的问题进行分析和研究。基于丰富的文献资料，本研究首先结合PEST分析和波特五力模型等分析工具，对C公司考研业务的宏观环境和行业竞争态势进行了全面分析。然后采用7Ps理论，从产品、价格、渠道、促销、人员、有形展示以及服务过程等七个方面，对C公司考研业务的营销策略现状进行了全面介绍。然后采用数据分析法和访谈法，对内外部人员（包括内部员工、已报名学员、未报名学员）进行深入访谈，获取黑猫投诉平台的学员投诉进行分析，得到C公司考研业务在营销策略上存在的问题，如产品质量参差不齐、营销渠道过于固化、促销宣传不够规范、人才队伍素质有待提高、有形展示相对落后、服务过程仍有质疑等。其次，针对这些问题，本研究进一步探讨了问题产生的原因，如营销决策层的短视、营销团队组织的落伍、营销人员的培训缺失等。就所发现的营销策略问题及原因，本研究提出了具体的改进措施，包括全面提升产品质量、拓宽现有营销渠道、改善促销宣传方式、加强人才队伍建设、线上线下结合展示、优化服务流程等，以提升C公司在考研市场的竞争力，改善其盈利状况；保障措施方面，C公司需要加强市场营销的重视程度，调整市场营销组织，改进员工培养方案。本研究在文献研究、问题及原因分析、改进措施及实施保障建议的基础上，得出了相应的结论。对于C公司考研业务而言，需要构建一套完善的市场营销体系，需将短期利益与长远发展相结合，优化影响学员体验的各个环节，重视员工管理等方面。

本研究旨在为C公司考研业务提供合理化的营销建议，使C公司考研业务能够适应当前的企业发展与竞争，同时为其他教育培训公司提供一定参考。

Under the dual promotion of China's social economy and Internet technology, the quality of people's lives has been significantly improved, and the popularity of higher education has also been increasing. In the past three years, influenced by the K12 "double reduction" policy and the Corona Virus Disease, there has been a significant increase in the number of individuals taking the postgraduate entrance examination. As a result, many K12 training institutions have transformed into postgraduate entrance examination training providers, intensifying competition within this industry. In such an environment, effective marketing strategies have become crucial for enterprises to succeed.

This study focuses on analyzing and researching C Company's marketing strategy in its postgraduate entrance examination business. Drawing from extensive literature review, this study firstly combined PEST analysis and Porter's Five Forces model and other analysis tools to conduct a comprehensive analysis of the macro environment and industry competition situation of C Company’s training business of postgraduate entrance examination. Then, using the 7Ps theory, it comprehensively introduced the marketing strategy status quo of C Company’s training business of postgraduate entrance examination from seven aspects, including product, price, place, promotion, people, physical evidence and process. Then, using interview method and data analysis, this study conducted in-depth interviews with internal and external personnel (including internal employees, paid students and unpaid students), obtained students' complaints on the Black Cat Complaints Platform and then analyzed complaint content to obtain the problems existing in the marketing strategy of C Company’s training business of postgraduate entrance examination.These issues include inconsistent product quality, solid but limited marketing channels, not standardized way of promotion, the need for improvement in talent team quality, outdated tangible display methods, and concerns regarding service processes. In view of these problems, this study further explores the causes of the problems, such as the shortsightedness of the marketing decision-making layer, the backwardness of the marketing team organization, and the lack of training for marketing personnel. For the problems and causes of the marketing strategy found, this study puts forward specific improvement measures, including comprehensively improving product quality, broadening existing marketing channels, improving promotional methods, strengthening the construction of talent team, combining online and offline display, and optimizing service processes, so as to improve the competitiveness of C Company in the postgraduate entrance examination market and improve its profitability; in terms of safeguard measures, C Company needs to strengthen the emphasis on marketing, adjust the marketing organization, and improve the employee training program. Based on literature research, analysis of problems and causes, improvement measures and implementation guarantee suggestions, this study draws corresponding conclusions. For the C Company’s training business of postgraduate entrance examination, it is necessary to build a set of perfect marketing system, combine short-term interests with long-term development, optimize each link that affects the student experience, and pay attention to employee management.

The objective of this study is to provide practical marketing recommendations for C Company’s postgraduate entrance examination business, enabling it to effectively adapt to the current landscape of enterprise development and competition. Additionally, these suggestions aim to offer valuable insights for other education and training institutions facing similar challenges.