The Research On Marketing Strategies In Tutoring Institutions By The Case Of Enlighten Education In Kunming

In recent years,as tutoring industry develops rapidly,more and more tutoring institutions attract a great deal of public attention.According to a report on current situation of teachers in tutoring institutions in China released by Chinese Education Society on December 27th in 2016,the market of tutoring institutions for primary and secondary school students in China has reached 800 billion by 2016.Also,the number of students enrolled in tutoring programs has been up to 137 million,and the number of teachers employed in tutoring intuitions has reached 7 million to 8.5 million.Until the year of 2016,there have been over 300,000 tutoring institutions in China.In such violent competition,how to keep current students enrolled and offer fundamental tutoring resources for students are major concerns.First,this paper describes the current situation of tutoring institutions in China,combining the Consumer Behavior Theory with 4Cs Marketing Theory.The first part includes background and theory description,and categories of tutoring institutions.Moreover,concerning to the sales and marketing strategies,this paper proposes the strategies into four ways.They are advertising promotion,cultural promotion,counseling promotion and sales promotion.Second,based on field research and extensive survey,the author interviews and talks with founders of different tutoring institutions in China.Furthermore,by a typical case of a tutoring institution named Enlighten Education in Yunnan within recent three years,the author raises problems about sales and marketing for primary and secondary tutoring institutions.Finally,with 4Cs Marketing Theory,this paper provides effective solutions to the marketing problems and offers viable marketing strategies,which are word-of-mouth marketing strategy and five-star service strategy.