Research On The Marketing Strategy Of The King’s International English In Quanzhou Based On Market Demand

With the development of economic globalization, English occupies an importantposition in people’s life and work, more and more people begin to join the Englishtraining, which also makes the development of China’s English training institutions.At present, the development of China’s English training industry has entered the fastlane, English training institution from the original small organizations, single trainingprojects, developed into large institutions and abundant training programs, tend tochaining management and institutions collectivization development. With theincreasing of English training institutions and competition, the level of teaching andmanagement is different in different English training institutions, the marketpositioning is not clear, the pricing and market operation order is in confusion.Therefore, English training institutions clear their own market position, improve theirteaching and teachers’ professional level, establish brand advantages and maketargeted marketing strategy. All of these have a great significance for English traininginstitution to gain sustainable competitive advantage and capture the market in theincentive competition.The King’s international English in Quanzhou as one of the major campuses inKing’s international English consulting firm, is the first English training institution todevelop English training market in Quanzhou, and has a good "word of mouth ".Withthe establishment of various kinds of English training institutions, the customerchoice of English training plan is increasing, the competition is fiercer in QuanzhouEnglish training market, and the Quanzhou Campus take a hit.This paper takes quanzhou campus as a study case, analyzes the marketingenvironment and the needs of the target customer groups, determines marketpositioning of quanzhou campus——"high-end practical oral English", and discussesthe marketing strategies of quanzhou branch. These have an important guidingsignificance of maintaining its competitive advantages. In addition, the research ideasof discussing the English training institution marketing strategy based on target market need provides a model to other English training institutions, which canimprove the overall level of English training institutions, English training marketorder, and the performance of the English training industry.