Study On The Marketing Strategy Of AL English Training Company

With the continuous development of China’s socio-economic, educational resources in China is more and more strong, in the process, the more the introduction of high-quality educational resources, to provide better intelligence support for social and economic development, has become a colors of the big trend. The emergence and development of the English educational institutions, that is, in the above context, however, with the English language training, English language training company growing, English language training market matures, also of increasingly fierce competition in the industry as a whole. The development of education and training institutions although there are some platforms and opportunities, but also faces enormous challenges. How to maximize their competitive strengths, weaknesses and avoid risks, easily deal with this emerging competition in the industry continues to mature and challenges need to be addressed, for any one institution engaged in the educational services industry a major issue. The purpose of this study is that in order to clear English training business environment to help the rational use of internal and external resources to ensure your marketing activities of enterprises along the line in the right direction and the track before.The article document analysis, the current issues on education and training as well as basic theory and marketing at home and abroad to sort out and analyzed to build a basic theoretical framework for the full text of the study. Theory and practice of combining research methods, based on the operating status of the AL English language training company, the basic environment of English training services industry, analysis of the development of the AL English training company microscopic conditions of the environment and a variety of competitors the status quo, which provide a practical basis for the formulation of AL English language training company’s marketing strategy.In the analysis of the macro marketing environment of the AL English language training company, micro marketing environment and the internal environment, AL English training company established a new marketing strategy combination. Follow the "product strategy to consolidate the advantages of the project, vigorously develop potential projects, eliminate weak events" strategy. Study matriculation services and education agents to service these two aspects of the traditional strong project to continue to consolidate, as the main course counseling, support of the counseling services, education planning services and other special services, and market research and consumer’s actual The demand for innovative service type. Oriented pricing strategy, pricing strategy, through the minds of consumers understanding of the value of the product price level is determined. The same time, combined with the differential pricing strategy in conjunction with the combination of pricing, pricing to match with the actual situation of each region, minimize affordability students caused by the loss. Distribution channel strategy, conservative expansion strategy. Finally, service marketing, relationship marketing, network marketing and experiential marketing concept in the AL English training market applications. Hoped that this paper better for us to develop English language training company’s development strategy, to provide a reference and learn from.