Research On The Marketing Strategy Of SH English Education And Training Co.,Ltd

In recent years,with the increasing frequency of international exchanges,English,as a universal language,has played an increasingly important role in foreign business negotiations,studying abroad and working in foreign enterprises,and has been recognized by more and more people in China.At the same time,since the implementation of the new curriculum reform in 2000 in China,English courses have been offered in primary and secondary schools as well as colleges and universities in China.Then,English learning has been widely and rapidly popularized throughout the country.At the same time,people's enthusiasm for learning English is growing,and parents are also paying more and more attention to their children's English learning,which has resulted in a large scale English education and training market for students in primary and secondary schools.Meanwhile,the existing nine-year compulsory English education in China has been unable to meet more and more primary and secondary school students and their parents' needs for English education and training.In addition,the Chinese government has formulated a series of laws and regulations to encourage and guide the development of private English education and training institutions,which has made the English education and training industry of primary and secondary school students in China develop rapidly and have a good prospect for development.Based on this,more and more non-governmental capital and foreign education and training institutions have entered the English education and training market in primary and secondary school students in China,resulting in a large increase in the number of English education and training institutions,as well as the fierce competition in the industry.As a result,this has put forward higher requirements for English training institutions' marketing management in China.As a member of many English education and training institutions in primary and secondary school in Haidian District of Beijing,SH English has made good achievements in recent years,but in the course of fierce competition with other institutions in the industry,it has exposed many problems in daily marketing management practice,which has caused great difficulties for the development of its main business.For this,this paper takes SH English as the research object,makes a in-depth analysis of its marketing situation,summarizes and analyses the existing problems and their causes in marketing management with the help of marketing questionnaire survey.And then makes a segmentation and selection of its target market by means of STP theory based on the analysis of SH English's internal and external marketing environment,and gives a clear market positioning.On this basis,the marketing strategy of the SH English is formulated by using 7Ps theory,and the safeguard measures for the implementation of marketing strategy are given from the aspects of human resources,marketing funds,and the implementation control of marketing strategy.This study is of great practical significance to help SH English improve its marketing management level,enhance its competitiveness in the industry,and then realize the benign development of its main business.At the same time,this study can also provide some reference for other education and training companies in the training industry to improve marketing management,formulate marketing mix strategy and enhance profitability,which is of great significance to standardize the development of the training industry and enhance the overall marketing level of the industry.