Zhengzhou United Better Education Group Marketing Strategy Research

As the society and economy develop in China,the communication and cooperation between China and other countries have become more intensive gradually.Especially after China joined WTO,learning English becomes increasingly important than ever before.According to the statistical data in 2013 released by Ministry of Education,more than 300 million Chinese people have the need to learn English.Due to the huge market of English education,the speed of the development of English training institutions is higher than most industries.However,with the fast development of English education industry,and also due to the low market entry barriers,various kinds of English training institution for young learners develop quickly like mushrooms after rain.Market competition and challenge in the entire industry are intensified.Any institution who wants to expand its market share is certain to confront with tenacious resistance from competitors,which may even trigger a price competition.How to do marketing and make sound progress on the basis of identifying its own advantages and disadvantages,opportunities and threats is a problem to be solved.After introducing the general situation of Zhengzhou United Better Education Group and making an environmental analysis,this paper discusses its marketing strategies from the aspects including marketing problem,SWOT Analysis and the strategies it adopts in marketing.Also,this paper further puts forward some suggestions for the improvement of its marketing strategies.The content structure of the paper is as follows:The first part of the paper,as chapter one,is an introduction to the study.The second part of the paper,which includes three chapters from chapter two to chapter four,is the principal part of the paper.The author conducts a study of the marketing strategies adopted by Zhengzhou United Better Education Group.In this part,chapter two is an analysis of the overall situation and the environment of Zhengzhou United Better Education Group.The first part in chapter two is an introduction to Zhengzhou United Better Education Group and its organizational structure.The second part is an analysis of its macro-environment in four aspects: political environment,economic environment,social environment and technical environment.The third part of this chapter is the Porter's five forces analysis of this group in five aspects: bargaining power of suppliers,bargaining power of buyers,threat of new entrants,threat of substitutes and industry rivalry.Chapter three is the researches of current marketing strategies and problems.At first,the author has researched the current marketing strategies in Zhengzhou United Better Education Group from the aspects like strength,drawback,opportunity and threat.Later,the author dissects the problems from the angles like product design,price strategy,channel strategy and the effect of promotion strategy.Chapter four is a study of the marketing strategies adopted by Zhengzhou United Better Education Group.The first part of the chapter is an STP analysis of the group in the aspects including market segmentation,target marketing and market positioning.The second part of the chapter is an analysis of its product strategy,price strategy and channel strategy.The third part,as chapter five,is a conclusion of the paper where the author also points out the deficiencies of the study.The innovation of the study is as follows.The author firstly does a comprehensive analysis of the environment and problems of Zhengzhou United Better Education Group's marketing strategies in young learners' English training market based on PEST analysis,Porter's five forces analysis and SWOT Analysis;and then the author does a STP analysis of the group in the aspects including market segmentation,target market and market positioning.Later,the author presents some marketing strategies for Zhengzhou United Better Education Group from several aspects: product strategy,price strategy,channel strategy etc.Based on all the analyses above,the study proposes a scheme for the group to carry out market activities.