Research On Marketing Strategy Of Changchun Parson Children English Training Program

From the current point of view, the domestic researches based on English language training institutions and enterprise strategies are very fruitful, however,theoretical research on children English training institutions is relatively lacking. In this paper, taking Changchun Parson Children English training programs as the objective, combined with the current market conditions and industry characteristics,to explore and research their existing marketing strategy,then put forward new ideas and new methods to marketing mix strategy of Changchun Parson children English,and help Changchun Parson children English break through the bottleneck of enterprise development to achieve the purpose to stand out from many of the same educational institutions. Meanwhile, this paper can provide a reference for the marketing strategies of other similar training schools, even for the the survival and development of the new, old children English training institutions, it also has a kind of theoretical value and practical significance to enrich the marketing strategies of children English education and training institutions.Specifically, this paper made the data collection and analysis on Changchun children English training market satisfaction and customer demand through the combination method of literature analysis and survey,respectively. Then by detailed statistics, explore marketing Situation and problems of Changchun Parson Children English training program, combined with Porter’s five forces model and SWOT analysis,give a full range of combing of their marketing environment which is facedwith and customer needs. Thus providing a solid theoretical foundation for the adjustment and optimization of its marketing strategy.The result shows that two major problems: Firstly, the issues of Changchun City children English training market, which are mainly reflected in: the competitive and educational objectives utilitarian, good and bad quality of teaching and the uneven distribution, SMEs training institutions lack of brand awareness and other issues.Secondly, Changchun Parson Children English training program’s existing marketing problems, which are mainly reflected in the inconspicuous advantages of the course of the product, the recruitment and talent management become a bottleneck;pricing is obviously unreasonable, there is a big limitation; not only the product sales channels are fewer, but also the distribution channels are narrow; not enough emphasis on the promotion, promotions are too far obsolete and singular and these four defects. Furthermore, Porter’s five forces model and SWOT analysis clarify the restrictions of development of internal and external factors of Changchun Parson Children English Training Program.Therefore, this article put forward recommendations designed to adjust the marketing strategy combination of Changchun Parsons Children English Training Program via STP strategy choice and(4P) product, pricing, place, promotion four aspects. Meanwhile, team-building, management system and incentives in three areas guarantee its implementation to break through the bottleneck of the development of enterprise, maintain its competitive advantage.