The Service Marketing Strategy Research Of E English Training Institution

After China's entry into the WTO,China has become increasingly closely linked with the world economy.More and more people start sending children to study abroad.People who work abroad or at foreign enterprise in China also need to learn fluent spoken English to satisfy the needs of life and work.Therefore,the demand for English learning is rising in a straight line.In such a big environment,the English training industry is becoming more and more popular.From the nineties of last century to the present,from the New Orient,which specializes in the training institutions of English test,to the present high end English speaking training institution,Wall Street English,English First and 51 TALK.The English training industry has attracted more and more training institutions because of its high income and low threshold,and everyone wants to share a piece of soup in the training industry.Training institutions have sprung up like bamboo shoots after the rain,but the unsound supervision mechanism makes the development of the whole industry face many problems and questions.How to improve the quality of teaching and teachers in English training institutions is of great significance to the development of the whole English training industry in China.In the late 80 s of last century,marketing scholars added three variables: "personnel","visible display" and "service process" on the basis of traditional 4Ps theory,and 7Ps theory of service marketing formed.But service is not only for service industries.We generally say that service industries,such as education,consulting and banking,all belong to the third industry,but in fact,there are services in these areas.So service marketing refers to the services of all industries,and does not refer specifically to a particular industry.This paper set E English training institutions as an example,analyse several marketing elements of E English training institutions through the 7Ps theory system of service marketing,and the use the PEST model to analyse external macro environment to identify E English training institutions outside the business risk.At the same time,according to the actual situation of marketing E English training institutions,eventually develop a perfect and effective service marketing strategy.The consummate service marketing strategy is based on human resources,and develops marketing strategies from the perspective of customers' needs.At the same time,it adjusts the organizational structure from the inside of E English training institutions to support the transformation and upgrading of service marketing strategy.This reform on the one,hand ensure the quality of service and the rights and interests of customers,we believe that good customer feedback can bring more sales for E English training institutions;on the other hand,as the English training industry benchmark enterprise,E English training services marketing strategy could help to promote the healthy and benign development of the English training industry.