A Study On The Genre Of English Marketing Plan In Service Industry

Today, many marketing courses have introduced the marketing objects and marketing strategies, however, many people still cannot write and read a marketing plan.Therefore, it is necessary to do some researches on English marketing plan in order to provide certain help for people’s needs. The purpose of this paper is to analyze the communicative purpose, structures and vocabulary features of the marketing plan.This paper analyzes English marketing plan in service industry with genre analysis theory. First of all, the author analyzes the move-step structures and explores the generic structure potential. And then, the author analyzes the lexico-grammar features from the perspective of mood, modality and personal system by using the Antconc. The author collects the real cases of marketing plan in service industry from the Internet.The result shows that the marketing plan in service industry normally consists of8-10 moves. The order of moves is Giving the title, Giving the executive summary,Analyzing the market, Analyzing the macro-environment, Analyzing the company,SWOT analysis, Analyzing the competitors, Developing the market strategy,Forecasting the financials and Controlling the risk. Move 4 and move 5 are optional and others are obligatory. On lexcio-grammar level, the choice of declarative mood reflects the function of giving information. The abundant use of modal auxiliaries with low and medium level reflects that the writer aims to get closer with readers. The use of the first personal pronouns and third personal pronouns serves to minimize the distance and gives information credibly. It is a way to achieve the communicative purpose. I hope the conclusion could provide suggestions for business English teaching and business practice.