Research On Marketing Strategy For Tonghua "Quanmei" Foreign Language School

With the advancement of global economic integration, the rapid development ofChina’s economy, the world’s ties with China has become more and more closely, thecommunication between China and the world causes the people’s enthusiasm oflearning English is stronger and stronger. The importance of English is growing inevery area. As a result, the English training market shows great potential. There aremany training institutions in the market, and it is difficult to make a choice from thevarious training institutions.At the same time, it brings many difficulties for themanagers of the training institutions.This article analyze the existing operating conditions of the foreign languagetraining institutions, and points out that the foreign language training productcategories is single, the price advantage is not obvious and pricing inappropriate, thedistribution construction is imperfect and the management system is not sound, andmany other problems. It is based on the management status of Quanmei ForeignLanguage School and the current foreign language training service industry,analyzing the micro environment of foreign language training institutions, thecompany’s basic situation and the developing situation of all kinds of competitors,then put forward the new marketing strategy for Quanmei. The product strategy is to"strengthen the advantage projects, develop the potential projects, phasing out theweak projects". The company should increase the service products and meet themarket demand of low-income earners. Besides, the company should developinnovation service type according to market survey and the demand of consumer. Interms of pricing strategy, the manager will consider the understanding of the consumers’ value judgment about the product to determine product price levels andtake the guidance pricing strategy, so that minimize the loss of students. In terms ofdistribution channel strategy, adopt the strategy of conservative expansion strategyand vertical channel construction. The author hope this paper as a marketing strategyto provide the reference for Quanmei, and also provide reference for the relevanttraining institutions marketing theory research.