The Study On Market Positioning Strategy Of LS English Education And Training Company

In the big background of economic globalization and education industrialization, a variety of English training institutions is emerging dramatically, which cultivate the formation of the English training’s internationalization and market-oriented pattern. According to statistics, the total market value of China’s education and training market has come to RMB680billion in2009, and over RMB960billion in2012. The compound growth rate of the whole market reached12%, with English language training market growing at around20%each year. China’s training industry has accomplished it’s starting phase as a beginner, and with increasingly emerging of multinational tycoons together with the centralized developing trend of the market, it has stepped onto the path of branding cultivation and scaling construction.Attracted by the enormous business benefits and the widely recognized developing prospects, there are still new educating and training institutes joining in and wishing to gain a proportion of the market shares. Exceptionally, in recently years, many foreign-funded English training companies entered the market, resulting in more furious competition. How to maintain competitive advantages and hold their own market steadily has become the top target on the list.This thesis investigates and discusses the methodology about how to recognize and evaluate the various segmental markets precisely, to analyze the internal situations and external contents to figure out its perfect segmental marketing target with the best advantageous competition, and to choose a probable competitive strategy to accomplish a clear and correct market positioning as a sustainable core competence for the future development.On the basis of marketing survey and statistical analysis, with LS Education Institute as an example, this paper firstly reviews and integrates the relevant theories and works, and then insights into the internal resources and exterior environment with some main competing counterparts as examples to identify its problems on market positioning; thirdly, after investigating and analyzing the possible reasons to the problems, this thesis puts forward two proposals by applying to the STP theory for meeting the challenges; after that, via the combined evaluating methods of experts interviewing, questionnaire, and financial calculation, presents the most applicable market positioning proposal; and finally carries out the implemental measures and makes an overall assessments on the implementing results with financial forecast included.English training market scale is a tremendous and lopsided developed market. This thesis, taking LS education institutes for instance, mainly investigates the development of English training market and market positioning issues in the local area of Shanghai, wishing to be used as some kind of reference for the company’s with similar situation to some extent, and also wishing to contribute a little to the market positioning of other nationwide English training companies.