Research On The Optimization Of Chongqing Rise English Marketing Strategy

With the continuous advancement of economic globalization and the increasing frequency of international exchanges,the importance of language has gradually emerged.As the most commonly used universal language in the world,English has begun to be valued by more and more people.Under the big picture of the globalization of English,the Chinese people's demand for English learning continues to surge.As the only municipality directly under the Central Government in the central and western regions,Chongqing has a very broad English training market and development prospects.Relying on the Houghton Mifflin Harcourt(HMHG)Group,one of the most influential educational publishing groups in the world,Rise English was formally established in 2007 and has always been committed to providing Chinese youths aged 3-18 the original American-style K-12 curriculum.With the growing popularity of youth English education and training market and the increasing strength of competitors entering this field,behind the rapid growth of enterprises,problems such as mismatch between marketing strategies and the needs of the internal and external marketing environment have also been highlighted.Therefore,how to continue to maintain its leading position in the youth English training industry in Chongqing has become a severe challenge facing Rise English.With Chongqing Rise English as the research object,this article analyzes the current situation and existing problems of Chongqing Rise English marketing through literature review,questionnaire survey,interview survey and other methods.Taking into account the actual situation of the enterprise,the article helps it formulate and optimize the marketing strategy for adapting to its business development.First,the article analyzes the external environment faced by the company through PEST analysis and Porter's five forces model.It establishes a SWOT model using the IFE matrix and EFE matrix to evaluate the company's internal strengths and weaknesses,and external opportunities and threats.The calculation results of strength ? and strategy strength ? determine the type of marketing strategy and strategy strength.Secondly,the articles applies the STP target market positioning theory to segmenting the Chongqing English training market and selecting and positioning the target market.Finally,combined with the results of quantitative analysis,the article helps companies choose the best marketing plan that suits them and formulate corresponding marketing strategies.It also proposes corresponding safeguards in terms of talent team,enterprise facilities,marketing control and so on.Through the research conducted by this article,we hope to provide effective marketing strategy suggestions for Rise English's future market expansion in Chongqing,help it expand its market share,reduce marketing costs,improve corporate profitability and market competitiveness.We also hope to provide someinsights and ideas for the formulation and optimization of marketing strategies in the same industry through the optimization research of Chongqing Rise English marketing strategy.