A Study Of Customer Perceived Value Driven By Joy School's Marketing Strategy

Stimulated by the needs of today's market,the country has set off a nationwide upsurge of learning English,the impressive concept of "everything starts from the baby" makes children English training extremely hot.Harbin,as a capital city of Northeast China,is of great importance to education in Heilongjiang Province.Many kinds of children English training institutions come into being in recent years.,the competition of which is very fierce.However,a lack of talent management consciousness and marketing means as well as the outflow of internal management in recent years not only lead to a great mess in a large number of English training institutions,but also make the marketing means very simple and the quality quite uneven.Only by combining marketing means which adapt to the training institution and scientific management theory can we meet the urgent need of the whole market and bring considerable marketing benefits when serving the public better.Joy School is the largest English education institution in Harbin.Although there is a certain scale and market foundation,it still faces enormous challenges,as a result of which it has to consider more in order to be more stable and more long-term development.Therefore,the purpose of this study is through the investigation of customer perceived value driven by joy school's marketing strategy,using statistical analysis method to help them be more reasonable to use a variety of platforms and the internal as well as external environment and make more reasonable marketing plan.So that it can play a greater role in their own characteristics,occupy a competitive advantage and avoid risks in order to stabilize the school's leading position in this growing city.Basing on the business scope and marketing status,this paper will do a detailed analysis and positioning on children's language training market and the background of Harbin Joy School's marketing environment through Potter five force analysis,PEST analysis etc.I'll also calculate the different influence on the customer perceived value which is caused by school services,teachers,tuition price and brand effect by using the questionnaire survey method,statistical analysis method and correlation analysis.In the business scope ofacceptable risk,we should make full use of various resources,analysis.We can also adjust and optimize the existing marketing plan,take its advantages and make high quality service marketing strategy more reasonable in order to enhance the customer perceived value of Harbin Joy School and improve customer satisfaction.Only in this way can we make Harbin Joy English School develop stably and permanently.Meanwhile,this paper reveals the factors that influent the customer perceived value deeply from the marketing point of view.It not only discusses the influencial factors of customer perceived value from different marketing strategies,but also provides the theory and decision support for the study of service quality of domestic and foreign language training institutions which are not perfect at present.