Study On The Marketing Strategy Of Joy Organization Of Jilin School

According to China Chain Store & Franchise related investigations showed that the current training and education industry which the number is steadily growing chains. National chains are forming brand, and consumers recognize the brand value of the degree of higher and higher. Joy of Jilin was established in Jilin in 2003.Joy Branch of Jilin was established in Taiwan in 1981.Joy of Jilin is specialized in 4 - 12-year-old children's English language training. Joy of Jilin is recognized as the leading brand in the children's English language training industry. Joy in mainland China already set up 100 branch campuses and Joy of Jilin is the 22nd.Joy of Jilin as the Jilin branch joined the English brand is currently doing well, but in the process of development and growth also encountered some problems. These problems are human resource management issues, teaching quality and marketing strategy issues. How to solve these problems is the focus of this articleChildren's English education and training of the whole field of English language training is the most valuable market segments. English language training institutions in the country's total number has reached more than 50000, but specializes in children's English education institutions is a few. The market of training institutions is far from saturated and the huge market potential in urgent need of the full release. Joy of Jilin which are engaged in English language training is unique in all industries can be achieved with lower investment and achievements of major industrial market segments. Joy of Jilin can be achieved the capital several times a year which is totally unthinkable in other industries. Joy of Jilin according to their own internal analysis of the conditions identifies its strengths, weaknesses and core competitiveness lies. Thus corporate is combination of strategy and internal resources, external environment. Joy of Jilin has more advantages, so it has the chance of survival and more development opportunities. These can be translated into the development of favorable factors, and sometimes can be turned into unfavorable factors. So that process and capitalize on these advantages develop to the favorable factors. Joy of Jilin must not keep strengths land previous results. Joy of Jilin should develop new fields and expand into new markets. For other competitors, Joy of Jilin should be clearly see that they can share of the market , forming what the threat and to develop an overall strategic decisions.The products of Joy of Jilin that are not common mass-consumption goods teach the certain age. Therefore, STP market segmentation strategy is Joy of Jilin of marketing priorities. From the market segmentation , market selection to the positioning process is to gradually reduce the "encirclement," the process of approaching prospective students. The marketers of Joy of Jilin can segment the market into a number of different sub-markets. Joy of Jilin based on geographical, demographic and psychological factors and accurate market segmentation and the corresponding strategies were implemented to achieve the enterprise's marketing objectives. So Joy of Jilin of the target market selection is the high-end children's English training market. To determine the scope of the target market, Joy of Jilin will result in target markets to locate. Different from the products in various business operations, in the face of customers are also different, the competitive environment in which different, and therefore the underlying principle of market orientation is also different. Joy of Jilin of the product characteristics according to their position. Constitute the product of many factors inherent characteristics can be used as the underlying principle of market positioning. Joy of Jilin is the happy position of English, which shows the good news Joy of Jilin teaching methods and previous educational methods are essentially different.To further enhance Joy of Jilin competitiveness, the use 7PS services marketing theory,developed h Joy of Jilin of the marketing strategy. Joy of Jilin use brand strategy..The strategy is Joy of Jilin under the operating conditions, to take certain measures,in particular to highlight the characteristics and style of its own. In the marketing strategy, Joy of Jilin importance of improving product quality, enhance customer service, not just on television, newspapers, flyers, huge amounts of money. Chinese children's English training market has entered a stage of brand competition, both the brand horizontal "supermarket" of development, but also the brand depth to the "boutique" development. Joy of Jilin for access to more sales, for different target markets, different customers, different time periods to take a different pricing strategy. Joy of Jilin can be used prestige pricing strategy. Unlike traditional education and training institutions to establish campuses as a channel to expand the way, Joy of Jilin develops in the traditional channels of distribution. On the one hand its own sales channels and further deep into the second and third-line market, with the standardization of courseware development and unification of teacher training, a basic guarantee for the unity of teaching. On the other hand Joy of Jilin cooperate with the kindergartens and schools. This channel is assigned to the membership of teachers and foreign teachers to kindergarten in the teaching methods and philosophy classes. The process of differentiation strategy" is to bring more Joy of Jilin of the features distinguish it from other schools, with strong identifiable. Highlight the process of differentiation through its own advantages, and to distinguish competitors. Joy of Jilin marketing department should be aware that marketing is not just a matter, but the entire enterprise management. Marketing strategy penetrates into the entire educational institutions. Marketing strategy really implement the hearts of every employee.Schools marketing are already a children's English language training industry, a hot issue. Examining the school marketing is of great significance. Marketing strategies improve schools by the competitiveness of enterprises in order to grow. Through Joy of Jilin marketing strategy study for children's education industry, scientific and effective marketing management in the future to provide guidance with the development of enterprises and innovation of the marketing program. A view to increasing the school's teaching quality, service quality and customer satisfaction aims to enhance the core competitiveness of enterprises. Finally a clear direction for the development of enterprises and promote the sustainable development of enterprises to achieve economic efficiency of enterprises growth.