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Studies On The Marketing Strategy And Its Implementation Strategy Of Nanchang Ray's Foreign Language Training School

Posted on:2010-04-01Degree:MasterType:Thesis
Country:ChinaCandidate:M Y QiuFull Text:PDF
GTID:2167360275496193Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the unceasing deepening of our country's reform and open policy, as well as the close foreign relations, English has been regarded as one kind of world general language and presents its importance in each domain, more and more Chinese people have been involved into the English study. Inspired by this tendency, a large number of foreign language training institutions arise, the market competition is becoming intense day by day.In Nanchang, with the strength enhancement of local training institutions and the entry of some well-known training institutions home and abroad, competition has become exceptionally intense. As a pacemaker in the training industry, Nanchang ray's foreign language training school is facing unprecedented challenge, whether the Ray's can overcome the traditional marketing model, develop the new foreign language training programs, raise the service level, set up its characteristic, expand the scale and enhance the competitive power, will directly influence its survival and development.This article firstly analyzes the supply and demand situation and their trend of the Nanchang foreign language training market. Then basing on this, we utilize the SWOT tool to carry on the analysis of company's major competitors, own school's superiority and inferiority, as well as Ray's opportunity and threat; Next, basing on market subdivides, the target market choice and localization, we propose the competitive marketing strategy combination as follows: brand strategy, price strategy, location strategy, channel strategy, relational marketing strategy. Finally, we point out that the implementation of the marketing strategy needs the support of advanced idea instruction, formidable organization guarantee as well as excellent human resource.
Keywords/Search Tags:foreign language training, market competition, SWOT analysis, marketing strategy
PDF Full Text Request
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