Marketing Strategy Research Of AB Yuanshanenglish Training School

In the recent 20 years,Shanghai,as the frontier of reform and opening up,the national financial center and the future world-class financial center,has rapid economic growth as well as rapid growth in consumer spending,especially in education,oversea tourism and study.That makes people view extra-curricular English training classnot just an interest class but an extra-curricular 'compulsory' course.Especially as the demand for children's English training has become necessity,so how to make the promising sunrise industry bigger and stronger as well as healthy development has great meaning to our life,and also the meaning of Research value and economic value.In this paper,PEST and Porter's five-force model are used to systematically analyze the external macroscopic environment and industrial environment of AB Yuanshan School.On this basis,SWOT analysis is used to analyze the marketing problems which the school has.In the process,we found that AB Yuanshan School has a series of problems in product positioning,product itself,promotion channels and pricing.After that,the paper uses market positioning theory,marketing matrixtheory of 4P and 4C to combine the theory of word-of-mouth marketing and the theory of service marketing to analyze the existing marketing problems of AB Yuanshan School,and set up a series of correspondingmarketing strategies with pertinence and feasibility to perfect it.Such as the repositioning of the nearby market by the age of the students around;for the course content,the school should hear from the parents and do the research of the market to make appropriate adjustments to the market segment,and have deep understanding of the surrounding competitors to strengthen existing service marketing;in the marketing channels,the school should seize the convenience of the information technology development,and further develop existing channels of advantage,through product adjustment,expanding channels and do targeted adjustment;make full use of online and offline(O2O)to optimize the ways of existing promotion;with the repositioning of the market,the school shouldimprove product and service to increase the added value of the course.At last,it puts forward the implementation plan and relevant guarantee of the AB Yuanshan School's marketing strategies in Shanghai Pudong district.The purpose of this paper is to dig a smooth way of communication between consumers and enterprises from the scope of enterprises,with the corresponding marketing strategies,the classicalmarketing theories as well as new technologies and new trends.This will enable the enterprise like AB Yuanshan School to further development and become the leading brand in regional education and training services industry.