The Marketing Strategy Of Online Products Of Children’s English Learning

As China has gradually merged with international standards, integration into the world, everywhere needs to use English in our daily life. Looks like UIBE that our school LOGO marks(University of International Business and Economics) is English abbreviation, the use English scope is also getting more and more broad. In rhythm of life today very fast, English study receives more and more takes seriously. Follows is educating the industry to send the swift development, in the beginning of the line can not let the children lose at the starting line of thinking, Chinese parents let their children to join a variety of pre-school training. Among them, English training is essential. Children’s English training market has emerged and has been developing rapidly in recent years.English training market is highly competitive, the brand is numerous, from the early examination training after a long time development has been a new trend in market segmentation. ABC eggs product is a children’s English online training products, has more than 30,000 online schools in more than 150 countries of the world, to see China’s huge market and development potential, decided to enter the Chinese market, bringing new children’s education ideas, leading the new trend of children’s education market.This paper is aimed at the use of strategic management and marketing theory, analysis of the company’s market competition environment and industry development present situation, through the analysis of competitors to found own bright spot. Afterward the using the STP theory to the children’s English training market segmentation, the definite target market and market positioning. Finally, use 4P theory to formulate marketing strategy.This paper is divided into five chapters to discuss. The first chapter is an overview of the research background and the purpose of the research. The second chapter introduces the marketing situation of the English training industry.The third chapter introduces the market situation of the English training industry and analyzes the market environment, and analyzes the marketing environment of the product competitors in advertising and media. The fourth chapter is to use STP theory to analyze the products. The chapter is to determine the target market. Finally, the product is located. The fifth chapter is the conclusion part.