Study On Marketing Strategy Of School S In Shenzhen

In China, private education is composed of elementary education and higher education. Among them, private elementary education has played a vital role as a supplement to public education, which meets peoples' need of education and facilitates the mass education. Shenzhen is the frontier since China has implemented reform and opening-up policy, and it can be seen as a representative in terms of its development in private education. Let's take Baoan District as an example. Apart from seventy public elementary and secondary schools, there are sixty-one private elementary schools of all types, which accounts for fifty percent of all schools in this district with more than 147,000 students. Thus it is safe to say that private elementary education is just as important as public education in Baoan District in Shenzhen City.However, the growth of private education is beset by mountainous difficulties in China. Problems such as a high degree of homogenization, poor reputation and low publicity still exist. What's more, due to mixed factors including the enrollment expansion of public schools and inflow of overseas educational resources to China, the competition in education market is increasingly growing fiercer than ever. All the problems mentioned above would lead private schools to two paths. The first situation is that they withdraw the market because of a shrinking market share, and the other is that they keep growing with a positive school image that is widely recognized.To figure out how to improve the image of private school, this paper chose the sole provincial level private school—S school which is located in Songgang Street, Baoan District as object of study. Due to its ambiguous market segmentation and unclear marketing strategy, S can be improved from many aspects to have a better social reputation. This paper aims to specify its brand positioning and come up with relevant marketing strategies to realize its positioning based on segmentation and selection of its target market, as well as competition with its major competitors.