Research On The Improvement Of Marketing Strategy Of Company A’s Children English Training

Shanghai’s GDP reached 157,000 per person last year.With the improvement of people’s material living standards,people’s expenditure on education has become the third largest expenditure after housing,food,tobacco and alcohol for many years.Because vocational education and academic education ultimately affect a person’s salary and even social class.Parents in Shanghai are particularly keen to allow their children to participate in training outside the school to enhance their children’s competitiveness.Last year,there were 861,000 primary school students in Shanghai,and there were more than 4,000 education and training institutions in Shanghai.In July this year,the central government issued the "Opinions on Further Reducing the Burden of Compulsory Education Students’ Homework and Off-campus Training",which imposes a number of requirements on off-campus education and training institutions such as not allowing capitalized operations and banning subject training during holidays.Subsequently,the 2021 school year plan issued by the Shanghai Education Commission stated that English tests will no longer be conducted at the primary stage.In September,the Ministry of Education continues to issue documents that have made more detailed regulations on the materials of offcampus training institutions.Under the country’s strong "double reduction" efforts,many institutions have closed down one after another.The Children’s Department of Company A and its competitors TAL,Only education are fortunate to be on the white list of off-campus training institutions announced by the Shanghai Education Commission.The demand for K12 education and training in Shanghai is strong,the competition among education and training institutions is fierce,and the national policy is tightened.For off-campus education and training institutions,how to further provide appropriate training courses and assume corporate social responsibilities is very important.Based on the study of the basic concepts related to marketing,STP theory,4P marketing strategy,and marketing in the education and training industry,this article combines the current department and marketing status of the Children’s Department of Company A,and gives a good understanding of Children’s Department of Company A.The education and training industry conducts external macro-environment analysis and competitive environment analysis.Through the interviews with two managers of Company A and the two questionnaire surveys before and after the "double reduction" of the first to fifth grade consumers in Shanghai,the three existing marketing strategies of children’s English of Company A are analyzed.Problems: English products are quite weak,sales promotion methods are conservative and outdated,and customer acquisition channels are limited.To analyze the causes of these three problems and put forward six optimization suggestions and two safeguard measures.I hope this article can help Children’s Department of Company A to adopt a more appropriate marketing strategy under the new policy environment.