Research On The Optimization Of Marketing Strategy Of Langauge Project In H Education Company

In this paper,taking the language training project of H educational company as an example,the author analyzed the current situation and existing problems of the language project from the perspective of 4P theory,4C theory and STP theory.Through deeply analyzing and researching,the author put forward the marketing strategies which were fit for the language training project.The author have optimized every process of the marketing,improved the competitiveness of the H company's language project in the market,decreased the waste of resources to accelerate the rapidly development of the company,and explored the way how to do better in the small and medium-sized Chinese education training institutions.Firstly,the thesis was compared and analyzed about the current domestic and foreign marketing theory through the literature analysis method which was to lay the theoretical foundation for the full study.Then,the author used methods of combining theory with practice to analyze the current situation of the language project,macro environment,micro-environment and the comparison among the other competitors in the same industry,so as to provide for the basis to improve the marketing strategy of the H Company's language project.After compare and analyze the macro environment,micro environment and the industry competitor of the language project in H education company,the author determined the strategy of marketing optimization of the language project.In the positioning strategy,the author improved brand image from two aspects of the hard strategy and soft strategy.Market positioning from the original simple adult groups extended to the youth groups.In terms of product improvement strategy,the author used the scientific method to enrich the product line,improve the teaching quality,business process optimization and so on.In terms of price strategy,the author used differentiated pricing strategies,discounts pricing strategies and bundled pricing strategies.In the channel improvement strategy,mainly to improve the company's own marketing channels,and optimize the channel of the agents.At the end of the thesis,the author put forward some suggestions to improve the company'spromotion strategy,service strategy.Finally,the author hoped that it can help H education company to adapt the changing market,to explore their own way,and to improve the company's profits.