Marketing Strategies Study Of English Training Industry In China

With China accelerating the process of internationalization,English becomes the most widely used international communication tool in different industries. Correspondingly,it resulted in the increasing demands for effectively learning English, and people are not satisfied with the ways of English teaching and learning under current school education system.As a result,more and more people are involved in English training programs that can meet individual requirements in the private training organizations.It is precisely because of the rapid growth of market demands that has brought unprecedented market space.Because of the low barriers to entry,low up-front and operating cost but high profit returns,many private and foreign enterprises have joined this industry,market competition becomes increasingly fierce and the industry participants have felt unprecedented pressure.Look back to the short twenty years developing history of this industry,it is still an immature industry.Although some organizations stay in the monopolistic positions or get the long-term development opportunities,the brand building,marketing strategy and core competitiveness still stay in the beginning stage, and lack of relevant professional researches.Firstly,this thesis will analyze the development,the classification,the characteristics and existed problems in current English training industry of China. Secondly,this thesis will use the marketing theory of 4P,4C and 4R to discuss the marketing strategy of the whole industry.Thirdly,this thesis will analyze the successful practices and experience of two cases in current market and compare with their differences.Finally,this thesis will summarize a set of marketing strategy that can be used for different enterprises and then provide some practical advice in their process of development.