The Service Marketing Strategy Research Of A English Training Institution

Under the background of globalization,the educational mode in China has shown a trend of market-oriented development.As the most widely used language in the world,the importance of English has been paid more and more attention.Therefore,in order to have a fluent English,express confidently,and can freely use English in various situation,the enthusiasm of learning English of domestic students and their parents is always high.Under such an environment,various types of English training institutions have emerged in the past ten years and are showing a continuous rise development trend.However,the entry threshold of education and training institutions is low and the competition of homogenization is fierce.which makes the number of English training institutions in China is increasing rapidly,the market development pressure is also increasing day by day.This paper takes the marketing model of the kids and teens’ business division in the Chinese market of company A,the "largest private English training school in the world" as the research target.Uses PEST analysis model to analyze the external business environment of company A from four aspects such as Politics,Economy,Society and science and technology.Through the analysis method of SWOT model,comprehensively judge the strengths,weaknesses,threats and opportunities faced by A company,conduct a comprehensive,systematic and accurate study on the situation of A company’s kids and teens’ business department.Then formulate corresponding development strategies,plans and countermeasures according to the research results.Based on the analysis of the external business environment,a targeted questionnaire was designed based on the service marketing 7Ps strategy.According to the survey data,the current situation of the enterprise in Product,Pricing,Promotion,Place,People,Process and Physical evidence aspects was comprehensively analyzed.The existing problems were then identified.Through this study,in the current development situation of kids and teens’ department of A company,on the basis of combining with the actual operation process,work out suitable suggestions for the enterprise in price,promotion,people management,process improvement,service quality,improvements.Determine the service marketing strategy of enterprise development.Based on this strategy,we will help enterprises to further improve the satisfaction and loyalty of new and mature customers.Enhance the satisfaction of all kinds of activities inside and outside the centers and the sense of belonging of current students as well.So as to obtain more revenue from new students and retention students ultimately.Through this study,it not only provides some reference for the future development of the marketing strategy of kids and teens’ division of A company,but also provides some ideas and inspiration for the development and improvement of the service marketing strategy for similar institutions in this industry.