Xiamen N Children’s English Training Institute Current Operating Status And Countermeasure Analysis

Many education experts believe that "3-12years of age is the golden period of English learning," Under the influence of this view there comes the growing demand for children’s English training, contributes to the rapid development of the non-academic children’s English education training market. The total market value of children’s English training in Xiamen surpassed￥1.6billion in the year of2012. Driven by practical interests and expectations of future-bringing a large number of competitors for the industry, either small or large individual operators and strategic investment institutions flocked into various training institutions. As the children’s English training market has inherent specificity of its industry, one needs to have a good marketing strategy and in-depth study of the market segments in customers’ demand to be prominent in the industry.This paper takes the Xiamen N children’s English training Institute as a case study, using questionnaires to analyze customer satisfaction and the loss of customers. The survey finds that the N Institute has the following problems, namely lacking facility, weak stability, unreasonable curriculum design, irrational or campus site, insufficient branches. Therefore, this paper adopts further market research and questionnaire survey data as well as the secondary literature to study the training market segmentation characteristics and the consumers’demand. The data analysis shows that the current children’s English training market in Xiamen has the following five common problems:the coexistence of good and bad institutions and the lack of teaching staff, low utilization rate of the trainees, marketing homogeneity, low brand concentration, high policy risks. Based on N Institute’s operating status quo and Xiamen market research results, this paper tries to put up four measures, including the strengthening of the teaching staff, optimization of the campus location and layout, personalized marketing and the leading scale to strengthen N Institute’s competitiveness.This paper analyzes the problems and solutions of N Institute during the process of operating management which can provide a reference not only for future sustainable development of N Institute, but also for the healthy and stable development of children English training industry.