Study On Changchun Private Foreign Languages Training Schools' Marketing Strategy

Under the market economy condition, the competition of each kind offoreign languages training organization is getting fierce. This text putsforward the meanings of study on Changchun private foreign languagestraining schools 'marketing strategy after study the background on it.Being realistically based on the market findings and on the foundation ofthe theoretical knowledge such as marketing management, trainingmanagement, market investigation and microeconomics etc, I conclude thecompetitive marketing strategy combination for Changchun private foreignlanguages training schools.First, from the aspect of demand, according to the market findings, Isummarize the general scale of Changchun foreign languages trainingmarket in our country and changchun and analyze the present condition ofdemand of Changchun foreign languages training market involving Youthand Children'English, Oral English, Band Examination English, TOFEL,ITES, Industrial and Special English, and analyze the trend of demand ofChangchun foreign languages training market involving political trend andforeign English learners'trend. From the aspect of supply, taking a typicalexample of private foreign languages training school of Best ForeignLanguages Training School, I analyze its supply condition from eachaspect in detail including the present condition of supply, finance, thenumber of students, draining students, consumptive motivation of studentsand students'brand, and summarize the present condition of supply and thetrend of supply for Changchun private foreign languages training schools.Based on these above, I outline the three characteristics of Changchunforeign languages training market. The next in order, I summarize the present conditions of majorcompetitors against Changchun private foreign languages training schoolssubdivide the Changchun foreign languages training market, and throughthe competitive profile matrix (CPM), I analyze the advantages anddisadvantages of major competitors against Changchun private foreignlanguages training schools, which lays the foundation for establishing itsmarketing strategy. Again, I subdivide the Changchun foreign languages training marketand summarize the feature of each kind of market. According to the Liker,I choose the target markets of Changchun private foreign languagestraining schools. After detailing the consumptive behavior characteristicsand features of target markets of Changchun private foreign languagestraining schools, I target the market of Changchun private foreignlanguages training schools to listening English and speaking English,special English, English examinations and common English, and come upwith the different utility selling points (USPs). Then, according to the analyses above, I establish the marketingstrategy combination of Changchun private foreign languages trainingschools: Brand strategy: according to three main factors of the brand strategy ofChangchun private foreign languages training schools includingpopularity, good reputation and loyalty, I conclude the detailedpromotions for tangible band strategy and intangible brand strategy basedon the cycle flow chart of Changchun private foreign languages trainingschool. Pricing strategy: above of all, pricing aim should be definite. With theprivate foreign languages training schools' price based on consumers'cognitive value on products, I conclude the pricing strategy of membersystem for assuring the old customers of staying effectively and buyingagain and over again, that is, different price will be asked for varyingfrom different people's purchasing quantities so as to provide morefinancial benefits. That discrimination will be made according toconsumptive quantities is termed second-grade price discrimination, andthe pricing strategy of coupon for further enlarging the market share inthe specific submarket of the same brand, the pricing strategy of coupon,the pricing strategy of peak period and the pricing strategy of tie-in salefor meeting different customers'demands. Address-choosing strategy: according to the market findings, I arrive atthe five principles that choosing address should follow. Integrated dissemination strategy: based on the basic guiding principles,I conclude the advertising strategy aiming at projecting the utility sellingpoints, the sale-promoting strategy taking on the various forms ofon-the-spot demonstration, membership marketing, preferentialconsumption, free charge of provision, united promotion and rewardingpromotion, the marketing channel strategy taking on Internet marketing,chain deal-in, network alliance, to-the-door marketing and marketsubdivision and the public relation strategy. Relation marketing strategy: I put forward the strategy of reserving theexisting students in line with the standard of CCPR (convenient, care,...