The Research On Improving The Marketing Strategy Of Helen Educational Group’s English Training Business For Children

Due to the popularity of English language and the huge demand for the language training service, a prosperous English language training industry in China has developed. With the rapid growth of the national economy, together with China’s unique one-child policy, families begin to pay more attention to their children’s education. As a result, children English language training industry has gradually become a key component of China’s English training market. Founded in Europe in1985, Helen Educational Group’s English training business for children entered the Chinese market in2003. With its unique mother-tongue teaching environment and total sensory English learning method, the company has developed progressively and currently holds18training centers in8cities. The company is the only English education brand in China that establishes systematic English training for children aged as young as three months old. Because of the low barriers to entry, many local private enterprises and foreign-funded enterprises have joined this industry, market competition becomes increasingly fierce and the industry participants have felt unprecedented pressure. The experience in marketing of Helen Educational Group’s English training business for children has been difficult to adapt to the external environment of rapidly changing markets, extensive management. Marketing problems are not resolved, will affect the further development of enterprise.The paper combines empirical study and theoretical analysis by using such method as literature research and interview to conduct study in how to improve the marketing strategy of Helen Education Group for its children English training business with modern marketing theory as its guidance. First, the paper makes description and analysis on the external environment as well as internal resources and capabilities of Helen Education Group in the field of children English training, uses SWOT analyzing matrix to conduct analysis on the external opportunities and threats faced by the enterprise as well as the strengths and weakness of the enterprise in respect of its product and marketing capacity and determines general direction of improving its strategic marketing. Then, the paper uses STP theory to make market segmentation, target market selection and market positioning and then uses4Ps market mix theory to put forward suggestions on how to improve the enterprise’s product strategy, price strategy, channel strategy and promotion strategy. Finally, the paper proposes supporting measures to ensue the implementation of the marketing strategies.The paper is aimed as helping Helen Education Group to better conduct its marketing activities and improve marketing efficiency in domestic market in the field of children English training and providing certain references for other enterprises in similar sector to further improve their marketing strategies.