Research On Marketing Strategy For Mandarin Service Of Changchun Zhirui Mandarin School

Since China's reform and opening up,it has attracted a large number of foreigners to work,study and live in China,and learning Chinese is the only way for them to integrate into local life.In addition,the cause of education is light assets,high income industry,due to the entry of more and more foreign Chinese schools and lead to fierce competition in the market.Changchun City has also added a number of foreign Chinese schools,quality Rui Foreign Language school market share is gradually divided.Based on the marketing theory,this paper formulates the marketing strategy through the analysis of the external and internal environment of the foreign Chinese Language school,and puts forward the safeguard measures for the implementation of the strategy.First of all,we provide an overview of the Chinese Language school,describe the current situation of the development of quality Rui Chinese Language school,and point out that the problems existing in the marketing of foreign Chinese service business are less promotional methods,no advantages in price,imperfect personnel management,not prominent physical display,the main reasons for the above problems are the lack of marketing concepts in schools,Marketing team specialization is not enough,lack of standardized management mode and the importance of brand image is insufficient.Secondly,from the political,economic,social and technological environment four aspects to analyze the macro environment of the foreign Chinese language industry,from the supplier bargaining power,buyer bargaining power,new entrants threat,alternative threat and competition level of competitors in the same industry five aspects of the analysis of the school's internal environment;Using SWOT to analyze the external opportunities and threats,internal advantages and disadvantages faced by the school's foreign language business.The analysis shows that the macroscopic environment of the foreign Chinese language industry is conducive to the development of the industry,the internal advantages of teachers and teaching quality in schools are obvious,the external opportunities are greater than the external threats,and the internal advantages are greater than the internal disadvantages.Finally,through the market segmentation,determine the target market and market positioning,and then put forward product strategy,price strategy,marketing channel strategy and promotion strategy.Then put forward the marketing strategy to implement the safeguard measures,respectively,for the capital guarantee,the establishment of a mature marketing team in colleges and universities,improve the teaching management system,enhance the school hardware facilities,strengthen the construction of team culture.Finally,the paper summarizes the full text.