Research For Marketing Strategy Of Web International English In Shen Zhen

With China’s further opening-up to the outside world, English trainingindustry has entered a rapid growing stage that features unprecedente d prosperityof a wide variety of English training institutions, ranging from examination-oriented to application-focused, younger starter to adult training, and low-endto high-end. Among those, the rise of high-end English training market started atthe beginning of this century and, after years of development, competition hasbeen increasingly fierce with major domestic and international English traininginstitutions entering this promising and favorable market. Shenzhen WebInternational English (SWIE) is one of the four leading high-end English traininginstitutions in Shenzhen city, which currently accounts for approximately thesecond largest market share, yet its gap with the third or fourth largest one isvery small. At this critical moment, in order to stand head and shoulders aboveother competitors, SWIE need to develop an effective marketing strategy to copewith the market competition and change. This paper provides a detailed andin-depth analysis of both macro and micro environment in which SWIE thrives,based on the specific market conditions of high-end English training industry inShenzhen. In the end a set of new marketing strategies has been developed torespond to the market situations that SWIE is confronting.This paper mainly uses the PEST macro environmental analysis model,Porter’s five forces model, and SWOT analysis; it also uses STP theory toconduct market segmentation, target market selection and market positioninganalysis; finally it develops new marketing strategies under the guidance of the4P theoretical model as well as gives recommendations for the implementation ofthese marketing strategies and methods.The innovation of this paper is that the analysis on SWIE is simply withinthe particular setting of high-end English training industry in Shenzhen,therefore making the corresponding marketing strategies developed moretargeted and of more practical significance. Meanwhile, it is hoped that this newmarketing pattern could be possibly referenced to other high-end English traininginstitutions, especially high-end English training institutions in Shenzhen and other first-tier cities of China.