Research On Marketing Strategy Of Education Training School

Since 2011,the education training market in China has entered a rapid development stage.According to statistics,the first way of household savings is education,and the expenditure of education project has already accounted for about 20% of residents' income.In2013,the scale of the training market has reached to 380.6 billion yuan,increase 17.5%year-on-year growth.By 2020,the education training market in China has huge growth potential,and demand of education training market will up to more than 600 billion yuan.This paper will study the children's education training school in city A,B training school as a small private education training institutions,offer the English training for the kids from 3 to 8years old,but there are many problems exist in the process of its development,such as lack of management experience and professional knowledge reserves,has not yet formed a clear long-term development strategy of enterprise,Lack of professional modern management experience,therefore,in the external homogeneity competitive circumstances,The sustainable development of schools is restricted.This paper analyzes the environment of theschool by means of PEST analysis method and Porter's Five Forces model and other enterprise strategic management models,according to the obtained first-hand data.On this basis,SWOT analysis is adopted to analyze the external opportunities and threats faced by B training school,and the internal advantages and disadvantages.For solving further refine enterprise at present,including management oversight,teachers' instability,student sources loss,service quality problem,intense homogenized competition,low industry admittance threshold,extracurricular training limited environment,economic environment,etc.According to current situation of enterprise marketing,the combination of differentiation competitive strategy,put forward the feasible competition strategy,to provide decision-making scheme for enterprise's sustainable development,as well as other small education training chain provides a certain reference and reference.