Study On The Marketing Strategy Of SP Japanese Language Training Organization In The Eastern China

As China sustains rapid economic growth, and China relaxs restrictions on the policies of privately-run schools constantly, the language training industry has maintained high-speed growth in China in recent years. In China, Japanese is labeled as a minority language. There are two definitions of a minority language. First, a minority language is a language not included in the official languages used at the United Nations (English, Chinese, Spanish, French, Russian and Arabic). Second, a minority language is a language that is not English. However, no matter what definition it is, except English, Japanese Language Training Institutions rank first in scale and enrollment among more than30foreign languages. As a close neighbor of China, Japan is inextricably linked with China in various fields. More and more Chinese people go to Japan for various reasons, while the number of Japanese enterprises in China is increasing, which also stimulates and increases demand for learning Japanese. Japanese language training market flourishes in a silent state. As there is more and more demand for Japanese learning, there is a huge market for Japanese language training. However, it is worth thinking how Japanese language training institutions implement marketing strategies to achieve the goal of making themselves stronger and larger, which is the same question for other training institutions. This paper aims at helping Japanese language training institutions achieve long-term, stable and sustainable development by making a series of planning and design of marketing strategies for Japanese language training market on the basis of analysis of the marketing status quo and existing problems of Sakura International Japanese in the Eastern China.With privately-run SP Japanese in the Eastern China as the study object, in this paper, comprehensive assessment of its ability to compete and its competitive strategy is made through a study on the Japanese language training industry, and specific customer-demand-oriented marketing strategies are put forward from the aspects of market positioning,4P marketing strategy and personnel strategy in order to make SP Japanese maintain a competitive edge and get rid of disadvantages. The paper consists of five chapters. In the first two chapters, the background, significance, methods and layout of this study are introduced and relevant literature review is made. In the third chapter, analysis is made on the macroeconomic environment of and competitiveness among privately-run Japanese language training institutions in the Eastern China, and on Japanese language training market demand. The fourth chapter is written on the design of marketing strategies for SP Japanese in the Eastern China. In the fifth chapter, measures of safeguard and constructive suggestions are proposed. Lastly, a conclusion is made and the inadequacies of this paper are pointed out.The features and innovations of this paper are the combination of scientific marketing theories home and abroad with the actual situation of SP Japanese in the Eastern China, a systematic application of modern service marketing theory to the marketing of training industry, and a proposal of more comprehensive, systematic and appropriate marketing strategies for SP Japanese. This paper has practical significance for SP Japanese and provides some references for other Japanese language training institutions in order to accelerate the healthy and rapid development of Japanese training industry in China.