| As the global integration in the 21st century,economic relations among different countries have been tighter and English is becoming increasingly important in China.According to the statistics,there are 170 million children who are between 3 to 12 in China which turns English training for young children a 60 billion-worth industry with 20% increase each year.However,as Chinese education enters the era of 4.0,a new round of technological upgrade has brought a new wave of technology innovation in the educational training industry.Currently,English training for young children has formed new patterns both online and offline,for example,online platforms have won the preferences of the capital market.It is obvious that applying online English teaching in teaching methodology is much more suitable for the development in the Internet era.In addition,our country has frequently released new policies and rectification documents.Together with the release of “China Standards of English”,all these contribute to new opportunities in the English training industry for young children.Shenzhen as one of the most internationalized metropolis,boasts huge learning English demands of young children and therefore,provides potential opportunities for many English educational agencies to launch their business there.Yet,since the establishment in 1999,SHUTOON English embraced its flourished blooming in 2015 after long terms of development.It entered into Shenzhen's market in 2017 and expanded 11 branch schools within one year and a half.During this period,the author worked as a sales and marketing staff in the market division of SHUTOON English,Shenzhen.After long terms of marketing practices,six big pending issues were discovered in the entire marketing strategy framework at the current stage of SHUTOON English,Shenzhen.These six issues were separated listed as following:management board's lacking of Internet thinking,incomplete sales training system,rough details in promotion,weak sales ability of the entire team,parents' limited trust of SHUTOON English,and parents' indifference towards telephone marketing.Based on the objective analysis of SHUTOON English's current marketing strategy,this paper combined basic marketing principles in marketing as well as the current marketing theories in the Internet age.Market analysis tools including PSET,Porter's five forces,4P,STP,were applied,centering on the current six major issuesthat SHUTOON English,Shenzhen faces at the moment.Status quo of SHUTOON English,Shenzhen was analyzed outside-in and corresponding suggestions and solutions were provided respectively in terms of the existing six issues.Moreover,relevant advices were put forward in how to implement and ensure these optimized marketing strategies.Therefore,three conclusions were drew in the research process: Firstly,the leadership needs to raise the ideological level of marketing concepts and guide the whole enterprise to have forward-looking marketing concepts;in addition,it is necessary to establish a set of marketing training system combining online and offline,and constantly enhance the overall marketing ability of enterprises.Secondly,principals of each branch school need to be more flexible to deal with the market environment in the work site,effectively mobilize the enthusiasm of team members and stimulate the vitality of the market team.And adopt diversified marketing strategies.Thirdly,the grassroots employees need to gradually improve their sales ability and focus on their work;and enhance the stickiness of the enrolled children and their parents,and gradually strengthen the trust of the parents to the SHUTOON Brand.To sum up,company will encounter different issues at different stage of its development.There is no exception that enterprises who seek long-term development have to constantly adjust and optimize its inner marketing strategy considering its status quo,and then adjust to and conquer the outside environment. |
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