Research On Service-marketing Strategy Of Dalian Aston Future English Training Business

Dalian is the first station of Aston "Future English" training institutions, whichcurrently became an important branch campus. Dalian Aston "Future English" is thefirst English language training institutions of Dalian children’s English trainingmarket, it is also the first to teach outside class learning English listening andspeaking for the characteristics of children’s English language training institutions,have a good reputation and mass basis. With the establishment of all kindsof children’s English language training institutions, various characteristics of thetraining for parents to choose, children’s English training market competition is ina curious stage in Dalian, this situation impacted Dalian Aston "Future English" a lot.Under this background, this paper takes Dalian Aston “Future English” trainingproject as the research object, to explore the “Future English" project market.Dalian Aston "Future English" shows the talent itself in the market, has the vitalsignificance to maintain competitive advantage.There are four chapters in this paper. The first chapter includes the introductionof Dalian “Future English” the research background, research significance, researchcontent and method."Future English" project is a children’s English training projectof Aston Education Group; Dalian is the earliest campus be established.Dalian Aston "Future English" is in the process of operation, especially in the fiercemarket competition, it has a variety of problems in marketing service, some of theseproblems are common problems in children’s English language training institutions,and some are Aston Future English’s unique problems. In this paper, by using thequestionnaire survey, SWOT model, five forces model of various research methods,find out deficiency, analysis and countermeasures in schools currently operating inthe service marketing. These for Dalian Aston "Future English" and othersimilar schools have practical significance.The second chapter "the status quo of Dalian Aston Future English" training project of service marketing and the existing problems. It divided into three parts. Thefirst part is the description of Dalian Aston “Future English”. It introduces thedevelopment history of Dalian Aston "Future English”. The paper also introducesorganizational structure, teachers of Dalian Aston “Future English” and thebusiness scope of Dalian Aston "Future English" as well. The second part analyzesthe situation of Dalian Aston "Future English" training project in service marketing.From the product, service, channel, promotion four aspects to describe the currentsituation of Dalian Aston "Future English". The third part analyzed the main problemof Dalian Aston”Future English" in training programs exist in marketing. Accordingto the description of the second part of the status quo of marketing services, throughthe questionnaire survey method, find out the service marketingproblems that Dalian Aston "Future English" is facing.The third chapter is the analysis of marketing environment of Dalian Aston"Future English" training project. It analyzed the business environment in macroangle to the "Future English" which is mainly four aspects: political and legalenvironment, economic environment, science and technology environment and socialcultural environment. Secondly there is a business environment analysis of children’sEnglish training industry in Dalian in four aspects: analysis of theindustry, competitors, potential competitors and threat of substitute products. Onceagain, the customer is analyzed both on the experience and consumer attitudes,finding out the effect factors of consumer behavior. Finally, use the SWOT methodto find out the strength and weakness, opportunity of Dalian Aston "Future English".In the fourth chapter the development of Dalian Aston "Future English" trainingproject service marketing combination strategy and the implementation of safeguards.The first is to service the target market of choice and positioning, determine the goalof Dalian Aston "Future English”. As we find out the target and orientation of“Future English”, and the problems of previous analysis of Dalian Aston "FutureEnglish" existing in the service marketing in Dalian, Aston proposed "FutureEnglish" service marketing combination strategy. Finally, there are some suggestionsabout how to guarantee the implementation of the service marketing strategies.