TheSurveyReportontheMarketingStrategyofIGoInternationalMusicCenter(ShenzhenTanglangStore)藝高國際音樂中心（深圳塘朗店）營銷策略調(diào)研報告.2ThePurposeandSignificanceofThisSurveyReportAfterfinishingdoingthereport,wewillknowmoreaboutIGo,andlearntheprosofmarketingstrategybytheapplicationof"4Ps"strategy.Atthesametime,wealsosummarizetheproblemsandweaknessthatappearedinIGothroughtheanalysisofSWOTtheory.Therefore,wecantakesomemeasurestohelpIGosolvethesedifficulties.WeconsiderthatwecanmakeIGodevelopbetter,andsurvivefromthecompetitionandhavemoreprofitsthroughthestudy.Actually,nowadays,moreandmoreparentswouldliketosendtheirkidstoarttrainingcenter.Ononehand,theywanttheirkidstoobtainthecomprehensivedevelopment.Theotherhand,itcanmakearestofthem.Ofcourse,thereisalsotheconsumerpsychologyofcomparison.Parentswouldnotallowtheirownkidsnottoreceivethesimilareducationasotherkidsdo.Therefore,arttrainingcentersplayanextremelyimportantroleineducationindustry,andtheirtrendofdevelopmentisrisingcontinually.Thefinalsignificanceofthestudyistoknowtheprosandcons,andimprovementofmarketingstrategyofIGosoastodrivethedevelopmentofmusictrainingcenter,andpromotetheeconomicdevelopmentofeducationindustry.PartTwoResearchMethodsPartTwoResearchMethods2.1Observation Inmarketresearch,theobservationmethodreferstoamethodofobtaininginformationbyaninvestigatorbyobservingthebehavioroftheinvestigatordirectlyorthroughaninstrumentatthesceneandrecordingit.Theobservationmethodisdividedintoartificialobservationandnon-artificialobservation,andiswidelyusedinmarketresearch.Thistime,weusethefirsttoobservethephenomenoninIGointernationalmusiccenter.Firstofall,observetheperformanceofparentsandchildrenwhiletheyareinclass,findoutwhethertheylistenthecoursecarefullyandimmerseinit,andkeepupwithteacher’spaceorcooperatewithteacher.Secondly,observetheprocesswhencourseconsultantscommunicatewithcostumers,findoutwhattheytrulyneedortheirafter-classfeeling.Generally,It’sextremelyessentialtoexplorewhatthecostumerthink.Duetothefactthatonlybydiggingintocustomers’painpoints,canwebetterdothenextstepofsalesandmarketingactivitiesandmakefurtherarrangements.Thirdly,observewhatthebossandmanagersay.Everytimethemarketingactivitiesareover,conclusiononthemeetingisworthtorecord.Bytheway,youcangetsomeinformationwhichyouneverthinkof,fromthoseexperiencedpeople.Incertaindegree,theirwordscanhelpyouanalysisandexplaintheconsumerbehavior.Throughthisobservation,IGointernationalmusiccentercandeterminetheeffectsofbrandpreferencesandpromotionsbetterbyobservingconsumerbehaviorandphenomenonwhichhappensinworkplace.2.2QuestionnaireInordertosuccessfullycompletetheresearchofthisarticle,aquestionnairesurveywasdesignedforstudents'extracurriculartraining.Thesampleiscomposedofstudentsandparents.Thequestionnaireisdistributedthroughofflineandonline.ThesampleofinterviewsisrandomlyselectedbythestudentsandparentsofIGoInternationalMusicCenter.Thequestionnaireformisacombinationofsinglechoiceandmultiplechoices.Thequestionnairecontentincludesagelevels,motivationstoparticipateintrainingcourses,channelstolearnabouttraininginstitutions'information,factorsaffectingthechoiceoftraininginstitutions,thetypesofcoursesstudentschoosetoapplyfor,andthedistributionoftrainingcoststheyarewillingtopay.Byanalyzingtheresultsofthequestionnairesurvey,wecanunderstandthecurrentstatusofthedevelopmentofthemusictrainingmarket,theattitudesofstudentsandparentstowardsmusictraininginstitutions,anddiscoverthepotentialneedsofthemusictrainingmarket.2.3SWOTAnalysisThisarticleuseSWOTanalysisasitsstrategyanalysismethod.Itcomprehensivelyevaluatesandanalyzestheadvantages,disadvantages,opportunities,andthreatsoftheanalyzedobjecttodrawconclusions.Itclearlydeterminestheresourceadvantagesanddefects,understandstheopportunitiesandchallengesfacedbytheobject,andadjustthemethodsandresourcesatthestrategicandtacticallevelstoensuretheimplementationoftheanalyzedobjecttoachievethedesiredgoals.Firstofall,analyzetheadvantagesofthetrainingcenter,suchaswhatfactorsattractcustomertochooseIGo,howitdiffersfromothercompetitors,what’sthespecialanduniquepoint,whyitcandevelopedwelluptonow.Second,analyzethedisadvantages,suchaswhatproblemsobstructtheirdevelopment,relativelybackwardmanagementlevel,whatkindofcustomer’sneedscannotbemet.Thirdly,analyzeIGo’sopportunities,suchascountries’policy,peopleneedsandthehighdemandofenteringthearttrainingindustry.Fourthly,analyzethethreatsofIGo,suchasthecurrentstatusofprivateenterprisesintheeducationindustry，parentsandstudentshavelowtrustinprivateeducationcompanies,businessesandcompetitorshavesimilartechnologies,productsandservices.Accordingtothisanalysis,problemscanbeclassifiedaccordingtotheirimportanceandurgency,soastomakeclearwhichonesneedtobesolvedurgently,whichonescanbedealtwithalittlelater,whichonesareobstaclestostrategicgoalsandwhichonesarestrategicproblems.ThoughSWOTanalysis,IGointernationalmusiccentercanunderstandtheadvantagesanddevelopmentopportunitiesthatthecompanyhas,aswellasthedisadvantagesandthreatsofcompetitorstofindagoodmatchbetweentheexternalenvironmentandinternalresources.2.4MarketingMix-4PsIntroductionThemarketingmixstrategyisthecomprehensivemarketingstrategychosenbytheenterpriseinacertaintimeandenvironmentaccordingtothespecificsituationofthetargetmarket.Startingwiththemarketenvironment,theinternalenvironmentoftheenterpriseandsoon,wecanbettermeetconsumers’needsbychoosingappropriatemarketingmixstrategies.Themarketingmixitselfisanimportantpartofacompany'smarketingstrategywhichcanimprovethepertinenceofitself.The4pmarketingmixstrategyisanearliermarketingmixstrategythatappearsinthemarketingmixtheory.Itscoreelementsareprice,channel,promotion,andproduct.Forenterprises,inthemarketingmix,bycorrectlygraspingthesefourcoreelements,productstrategy,thestrategyofprice,promotionanddistributionchannelcanachievebettercoordinationandcooperation.Theproductsmainlyrefertothetangibleproducts,intangibleproductsandsupportingservicesprovidedbytheenterprisetocustomers.Theproductsofthetrainingindustryareintangibleproducts,andthevalueoftheproductsneedstobereflectedforalongtime.Intheprocessofusingtheproducts,itisnecessarytoincreasesupportingservicesandcustomersatisfaction.Thebasicproductsofthetrainingindustryaresimilar,aslongasthecompetitivenessoftheproductsiscomplementedbyproducts,peripheralsandservices.Thepricemainlyreferstoproductpricing,discountsandsoon.Thepriceismainlyaffectedbytheaveragemarketprice,competitorsandcosts.Consumers'vagueperceptionofthepricingofintangibleproductswillbeaffectedbythemarketindustryandtheirowncognitiveexperience.Thepromotionmainlyreferstoaseriesofmethodsandmethodsadoptedbyenterprisesinordertobetterpromotebrands,sellproducts,andexpandmarketinfluence,whichfurtherpromoteconsumers'desiretobuyandincreasemarketshare.Mainlythroughmediaadvertising,groundpush,gift,pre-saleandothermeans.Theplacemainlyreferstohowtheproducedproductflowstoconsumers,includingdirectchannelsandindirectchannels.Directchannelsaremainlyforcompaniestocarryoutpublicityandpromotion.Customersdirectlycontactthecompany'smarketingpersonnel,whichismoredirectandeffective.Indirectchannelsrefertothepromotionofthirdpartiestoobtaininformationaboutsomepotentialcustomers.Professionalsthenfollowupandreturnvisits.Thismethodcantapmorepotentialcustomers,butthetimelinessisless,andcustomerscannotimmediatelycontactthecompany'smarketers.Themarketingstrategyshouldfocusonthecharacteristicsoftheproductandthegoalsofthecompany'sproductionandoperation,payattentiontoproductdesign,function,cyclemanagementandsoon,usereasonablepricetechniquesandreasonabledistributionchannelsformarketing,andpromoteattherighttime.Thecooperationofthestepswillbetterpasstheproducttoconsumers.PartThreeTheSWOTAnalysisofIGo(ShenzhenTanglangStore)PartThreeTheSWOTAnalysisofIGo(ShenzhenTanglangStore)3.1Strengths3.1.1ExcellentGeographicalLocationandConvenientTransportationChart1-2ThesurroundingofTanglangChart2Chart1Chart2Chart1Accordingtochart1-2,IGointernationalmusiccenterissituatedinTanglangcity,whichedatTanglangStationofMetroLine5,isatthecoreofthe"ShenzhenSiliconValley"plannedbytheNanshanDistrictgovernmentandisbeingvigorouslybuilt.Itisnexttothe"InternationalKnowledgeInnovationVillage"NanshanZhiyuanandSouthernUniversityofScienceandTechnology.Withthedevelopmentdrivenbythehigh-techindustry,high-techtalentswillcontinuetoflowinthefuture,whichwillbringaboutarapidincreaseintheexistingeconomyandahugechangeinthetalentstructure,formingalarge-scaleindustrial,commercial,andresidentialdevelopmentandself-centeredplate.Theprojectisjointlydevelopedbythetwomajorstate-ownedenterprisesofShenzhenMetroGroupandShenzhenIndustrialGrouptobuildalandmark-levelcomplexof350,000squaremeters,integratinghigh-endresidential,shoppingmalls,boutiqueapartments,officebuildingsandboutiquehotelsintoone,seamlesslyconnectingtoMetro5LineTanglangStationisamodelofTODcomplexesdevelopedincooperationwiththe"subway+property"model,andisthebenchmarkforpropertiesontheShenzhensubway.3.1.2OutstandingTeacherResourceAccordingtothechart1andchart2,mostofourcourseteachersgraduatedfromprofessionalmusiccolleges,whoperformedexcellentwhentheyareundergraduate.Besides,beforetheyemployedbyIGo,theyshouldacceptspecialcoursetrainingandpasstheappraisal,sothattheycanstayinhere.Tobefrank,onaccountofourbossispresidentofNanshanBranch,GuangdongElectronicKeyboardSociety.Intheselectionofstaff,sheisverystrictandprofessional.Shenotonlyrequirestheteacher'sprofessionallevelandteachinglevel,butalsoexamineswhethertheteacherisaresponsible,rigorous,andqualifiedteacher.What’smore,ourbosspaymoreattentiontoteacher’s‘guideaward’,whichismoremeaningfulforateacher,3.1.3SpecialandUniqueCourseTheSuzukimethod,alsocalledtheSuzukimovement,isamusicteachingmethodandeducationalphilosophy,promotedbytheJapaneseviolinistSuzukiShinichiinthe20thcentury.Itisoneofthefourmajormusiceducationsystemsrecognizedintheworld,andoneofthethreepillarsofcontemporarymusiceducationintheworld.IGo'sgrouplessonsadoptadvancedSuzukimethodtostimulatechildren'smusicalpotentialandallowchildrentoexperiencethejoyoflearningthroughlistening,singing,playing,musicappreciation,impromptuperformanceandothermethods.Childrencanlearnfromeachotheringrouplessons,andalsolearnthefunofgrouplessonsandvaluableexperiencethroughensemble.Itiseasiertoconcentrateingrouplessons,whichcouldavoidbeingunabletokeepupwiththerhythmoftheteam,andunabletocompletethesingingandplayingpartsofthecompletetrack,whichisalsonotpossibleinprivatelessons.Thecoursecontentisverydiverseandcomprehensive.Notonlypracticeinplaying,butalsorhythm,singing,listeningandsoon.However,thereareonlytwobrandsofauthoritymusicorganizationsthatfocusonelectoneinChina.OneisYamahamusiccentre,theotherisacompanyownedbytheJiuyueMiracle,knownastheAvenueofStars.IGo’steachingiscomparableandisleadingthepack.IGo'steachingmaterialsareimprovedJapaneseelectoneteachingmaterials,moresuitableforChinesechildren,andhaveappliedforintellectualcopyright.Sothespecialcourseishardtoreplace,andthisisaattractivesellingpoint.3.1.4EventResourcesandPerformancePlatformComparedwithdoor-to-doorteacherandaveragemusictrainingcenters,IGomusiccenterhasmoreeventresourcesandperformanceplatform.IGoInternationalMusicCenterisamusicexaminationsiteoftheMinistryofEducation,adesignatedofficeoftheShenzhenNanshanBranchoftheGuangdongElectronicKeyboardSociety,anorganizeroftheChina-SingaporeInternationalMusicCompetitioninShenzhen,andaDesignatedParticipantsofchildren’sspringfestivalgalaofShenzhenmediagroup.Apartfromthat,itwillholdoneortwosmallmusicalperformanceseachyear,andholdabignewyearconcerteveryChristmas.Theseopportunitiesofself-expressionmeanalottochildren.Professionallyspeaking，theexperienceofperformancesorcompetitionsismoremeaningfulthanmusicgradingtestforkidsandmanyparentsalsorealizethefactthatthesechancesisbeneficialtoimprovetheirkids’confidence,courageandexpressiveness.3.2Weaknesses3.2.1LackofHumanResourceandProfessorinMarketingSofar,IGohasthreebranches:ShekouStore,Children'sPalaceStoreandTanglangStore.However,therearelessthantenfull-timeteachers.Itwillleadtoinsufficientteachersintheexperienceclass,whichwillcauseafewdifficultiesinrecruitingstudents.What’smore,duetothespecialnatureofthecurriculum,eachteachermustbetrainedforalongtimeafterbeinghiredbyIGo,newteachersmustpassassessmentbeforetheycanteach.ThethresholdforbeingIGo’steacherishigh,andtherecruitmentpassrateislow.Therefore,noteveryteachercanreplaceIGo’steacher.Thisleadstofewerstaffandproblemswithinsufficientteachersduringenrollment.Besides,thebossofIGoisfamousforherprofession-electone,wholackprofessionalmarketingidea.IGodoesnothaveaprofessionalmarketingmanagementmanager,andtherearetoofewcourseconsultants.Somecostumersmaybemissedbycourseconsultantwhentheyareresponsiblefortoomanycostumers.Lesshumanresourcesareinvestedinmarketdevelopment,andtheabilitytoexpandthemarketisslightlyinsufficient,affectingthefurtherdevelopmentoftheschool.3.2.2UnimprovedInsideDisciplineAccordingtothechart2,mostofemployeesareunsatisfiedwiththeIGo’sinternalmanagementthatthelevelisrelativelybackward.IGoisrelativelybackwardinthestandardizationofprocesssettingsandmodernmanagementmethods.Theoverallmanagementlevelofthecompanystillneedstobeimproved,especiallyinthecaseoftheestablishmentofonebranchschool,inthefaceofmanychangesinthenumberofstudents,morecampuses,andmorecourses.Increasingthedifficultyofmanagementisslightlyconfusing.Inthefaceofmarketexpansion,therearecertainproblemsintheformulationofproductstrategiesandsalesmanagement.3.3Opportunities3.3.1TheLackofMusicEducationinPublicSchoolEventhoughnowtherearecountry’spolicywhicharesupportingschool’sarteducation,it’snoenoughtomeettheneedsofmostofstudents’musiceducation.Forexample,school’sbandislimitedintheamountofstudentsorstricttochoosestudentsinordertocreatebetterperformanceeffects.Itmayhappenachildwholikemusiccan’tgetintotheschoolband.What’smore,mostschool’smusiceducationisnotcomprehensive.Therearejust2-3musicalinstrumentsforkidstochoosewhichisfewer.Therefore,asasupplementtoqualityeducationoutsideschools,themajorandsmallarttraininginstitutionsarenowbecomingattractiveindustrieswithlargedemandandconsumermarkets，whichmeansthattherearemoremarketopportunitiesandbetterprospectsforIGo.3.3.2TheArtEducationDemandofPeopleThepeople'sdemandforeducationandtrainingisincreasing.Sincethenewcentury,China'seconomyhasdevelopedrapidly,andtheeducationandtrainingindustryhasalsogrown.MoreandmoreChinesefamiliesattachgreatimportancetotheeducationofchildrenandhopethattheirchildrenwilldevelopinanall-roundway.TheimprovementofeconomicstrengthhasbroughtopportunitiestoallwalksoflifeinChinaandalsobroughtopportunitiestotheeducationandtrainingindustry.China'sculturalandeducationalundertakingshavedevelopedrapidly,andtheprivateartstrainingindustryhasemerged.Thedemandforeducationproductshassoared,whichisbeneficialtotheexpansionofenterpriseproducts.3.3.3TheDevelopmentofMusicalInstrumentsThroughoutthehistoryofmusicdevelopment,theemergenceofanymusicalinstrumentisinseparablefromthelevelofeconomicdevelopmentandtechnologicalprogressatthattime,especiallytheelectoneelectronicorgan,whichhasbeenreplacedbytheinnovationofelectronictechnology.Inrecentyears,withtheprogressofsociety,thedouble-rowkeyboard(Electone)asanewtypeofmusicalinstrumentisgraduallyrecognizedandlovedbypeople,andhasbecomepopularinChinaatanextremelyfastspeed.Atpresent,threeconservatoriesofmusicinChina(Central,Shanghai,andTianjin)regularlyholdelectoneexams.ThenumberofChinesecitizenswhodirectlyorindirectlytouchthekeyboardisabout200million.Morethan10millionpeoplehavebeenorarelearningelectronickeyboards,about3millionfamilies.Chinahastoppedthelistofcountrieswiththelargestnumberofkeyboards(includingsingle-rowkeys)andthehighestpenetrationrate.Inthepasttwodecades,eightofChina'sninekeymusiccollegeshaveofferedundergraduateelectoneelectronicorganplayingmajor.Theelectoneisanewly-developedelectronicmusicalinstrument.Althoughithasexperiencedonlyafewdecades,ithasdevelopedatarapidpaceandcontainsunprecedentedartisticenergy.Ithasimpactedtheartmarketwithanewformofperformance,whichisuniqueandoutstanding.3.3.4LargePotentialMarketThroughsurvey,wefoundthat92%ofparentsappliedinterestclassesfortheirchildren.Amongthem,57%ofthechildrenattendedmusictraining.Itindicatesthatthepotentialmarketofmusictrainingcentersislargeandlucrative.Asshowninchart6-7.Itshowsthatmostofparentsarewillingtoinvesttheirchildren’sextracurriculareducation.Meanwhile,invarioustypesofinterestclasses,arttrainingismostpopularone.Accordingtochart8andchart9,4~6yearsoldchildrenareindominantposition,whichmeansitaccordswiththemainconsumergroupofIGo.Andmostofparentsthinkthatmusiclearningisconductivetothechildren’sgrowth.3.4Threats3.4.1TheCompetitionfromOtherMusicTrainingCentersThefirstisthethreatfromthesametrades:therearesomesmallmusiccentersinthecommunityaroundTanglangCity,andmanyparentswillreservetrialclassandcomparewithmultiplemusicinstitutions.Ifparentsthinkthatthelevelofteachersissimilar,theywillchoosetheonenearhome.Andthedownstairsmusictrainingcenters’sizeissmall,andthecoursefeesarerelativelycheap.Thesecondisthethreatfromtutorwho:On-siteteachersnotonlysolvetheproblemofchildren'spick-upanddrop-offfromexternalinstitutions,butalsomakeitmoreconvenientandsaveparents'time.Generally,hometeachersarerecommendedandintroducedbyfriends,andhavehighertrust.Parentswillchoosehometeacherswhohaveahighdegreeoftrustwithoutprofessionaljudgementofthemusicteacher.Thethirdisthethreatfromothertypesofarttraininginstitutions.Atpresent,TanglangCityhaseighteducationalmerchantsincludingIGo,eachofwhichhasfinearts,dance,English,calligraphy,earlyeducation,andprogramming.Egoformedacompetitiverelationshipwiththesemerchantsinvisibly.Althoughcustomersalsochooseinstitutionsaccordingtotheirneeds,inthiscase,organizationscomparethequalityofpublicity,service,andteaching.Whichoneisbetterforcustomersandwhichoneismoresatisfyingtocustomers,andwhichoneismorelikelytobeselectedbycustomers.3.4.2TheStatusofPrivateSchoolsPrivateenterpriseshavealwaysbeeninalowstatusinChinesesociety,especiallyintheeducationindustry.Parentsandstudentshavelowtrustinprivateeducationcompanies,andthestate'ssupportforprivateeducationcompaniesisnotasgoodaspublicschools.Thegeneralpublicbelievesthatprivateeducationcompanieshaveinsufficientteachers.Teachersareunprofessional,chargehighfees,andpursueshort-termbenefits;andthegeneralpublichasanultra-highcost-performanceexpectationforprivateeducationcompanyproducts.Underthisdeep-rootedconcept,privatelyruneducationandtraininginstitutionshavealowsocialstatusandaredifficulttohandle.Itisdifficulttocompeteundertheconditionsthatpublicschoolsrunschools.3.4.3ThreatstotheNationalChainofTrainingSchoolsThecompetitionforthemarketbythenationalchaintrainingschoolshasintensified,whichposesahugethreattothecompetitionwiththeexistingproductsofenterprises.Thewell-knownbigbrandsofdomesticeducationandtraininginstitutionsusethemethodofjoiningthechaintocarryoutthesiegeofthecountry.Thesechaintrainingschoolshavestrongfinancialstrength,advancedmanagementcapabilitiesandhighvisibility.TheentryoftheseschoolsintotheShenzhenmarketwillposeagreatthreattotheIGoInternationalMusicCenter.PartFourAnalysisofMarketingStrategyofIGo(ShenzhenTanglangStore)PartFourAnalysisofMarketingStrategyofIGo(ShenzhenTanglangStore)4.1ProductStrategy4.1.1ProductdifferentiationTheIGoInternationalCentermainlyfocusesonelectoneelectronicorgancourses.However,inordertomeetmarketdemand,pianoandvocalcourseshavebeenopenedtoallowconsumerstochoose.Inaddition,themusiccenteralsoprovidesone-on-oneandgrouplessonsbasedonthestudents'situation.Grouplessonsaremainlyformusicenlightenment,electoneelectronicorgan,andvocallessons.One-to-onelessonsaremainlyforstudentswhohaveahighlevelofperformanceandneedtobetutoredindividually.Itisalsosuitableforpiano,vocal,andelectoneelectronicorgan.4.1.2ProductMixStrategyInadditiontothethreemaincoursesofelectoneelectronicorgan,vocalmusic,andpianocourses,IGomusiccenteralsoofferstutorialcoursesforthesethreecourses.Whenparentsbuycoursesfortheirchild,thecoursecounselorwillrecommendthattheparentbuyamatchingtutoringlesson.Afteraddingtutoringlessons,therearetwolessonsaweek.Thisclassfrequencyisoftenthebestforchildren'smemory,andcanalsoenjoygreaterdiscounts.Manyparentsoftenbuymoretutorialsafterlistening.4.1.3TeachingServicesWithoutteachingservices,teachingproductswilllosetheirowncharacteristicsandcompetitiveness.Certainteachingservicescanbetterincreasemarketcompetitiveness.Firstly,afterthechildbecomeIGo’sstudent,theteacherwillpulltheparentsofaclassintoaWeChatgroup.Childrenneedtouploadpianotrainingtaskstothegroupeveryday,andteacherswillcorrectthemonebyone.Inaddition,thereare21-day,90-dayand365-daystudyplans.Rewardmechanismsaresetuptoactivelyencouragechildrentopracticethepiano.Second,aftereachclass,teachersmusthavetimetocommunicatewithparents.Theteacherreportstotheparentsthechild'slearningsituationandprogress,andhasurgedthechildtolearn.Thirdly,everyyear,IGOmusiccenterholdstwosmallorlarge-scaleconcertsforIGo’studentstodemonstratetheirlearningachievements,expressthemselvesandimprovetheirself-confidence.Atthesametime,activitieswillbeorganizedforchildrentoparticipateinmajorfestivals,suchasHalloween-themedparties,Christmaspartiesandsoon.Throughtheseactivitiesandcommunication,notonlycanprovidegoodteachingproducts,butalsobuildgoodrelationshipswithparentsandchildren.4.2PriceStrategy4.2.1FactorsofStudents’MusicGradeGenerally,thehighermusiclevelisusuallyfollowedbythehighercharge.Takeelectonecourseforexample:forenlightenmentcoursesforchildrenwithzerobasics,oneclasscosts220yuanperclass.Foralittlebasicchild,thelevelofYETC1-3is260yuanperclass.ThelevelofYETC4-6is300yuanperlesson.Thepricesofallcourseshaveanopenandclearpricelistplacedinthemusiccenterforparentstoview.Atthesametime,thespecificmusiclevelofthechildismainlybasedontheassessmentoftheteacherofthetrialclassandtheconfirmationofthechild'scertificate.4.2.2FactorsofDifferentPeriodsIndifferentperiods,IGoadoptsdifferentdiscountplan.Firstofall,whentheschoolseasonstartsinFebruaryandJulyeachyear,IGowillsetupactivitiesforparentstoparticipate,andallparticipatingparentscanenjoyadiscountof2,000yuanforoneyear’stuition.Thisisaperiodofgreatdiscountsandapeakseasonofenrollmentfortraininginstitutions.Manyparentswillchoosetosignupatthistime.Secondly,inperiodofoff-season,thestrengthofthediscountwillberelativelysmall.Aone-yearcoursemayonlybe660yuancheaper.Thirdly,musiccenterwillusefestivalsasexcusetogiveconsumersdiscountsonpurchasingcourse.Thediscountatthisperiodissimilartothediscountduringtheoff-season,butextragiftswillbegiventostudentsenrolledintheclass.4.3PlaceStrategy4.3.1TheCooperationofDifferentBusinessThefirsttypeofcross-industrycooperationismainlycross-industryorganizations(suchasartstraining).Thereisnoconflictinbusiness,theycansharetheresources.Forexample,atHalloweenorChristmas,IGocanworkwiththeseorganizationstocarryoutholidayactivities.Thesecondtypeofcross-industrycooperationismainlycommercialentities(suchasrestaurants,shoppingmalls,etc.).TheTanglangStoreofIGoInternationalMusicCenterislocatedinsideTanglangCityShoppingPlaza,whichmeansIGocan