The Study On Marketing Strategies Of YK Foreign Teacher's English Training Institution

Over the past 40 years of reform and opening up,China's economic growth has made remarkable achievements.With the gradual promotion of the "one belt and one way" initiative in the world,China's international influence is growing.In the future,China's participation in international division of labor and cooperation will continue to deepen,and China's influence in Global trade will also be significantly enhanced.At the same time,the demand for talents has also increased exponentially.As a new industry,education and training industry has made great progress in the past decades.However,with the slowdown of China's economic growth and the deepening of supply side reform,many industries began to decline after explosive growth.Many high growth industries touch the ceiling,and many people begin to seek new development opportunities.Education industry is recognized as a promising industry in the future.People of insight in other industries began to lay out the education industry,which also increased the competition in the education industry.At this stage,YK foreign teachers' English training institutions are faced with both internal and external pressures.How to adjust the internal organization to meet the requirements of customers' higher and higher standards,and how to adjust the external strategy to cope with the increasingly fierce competition.Both of these problems are closely related to YK's marketing strategy.Therefore,it is of great practical significance to explore the growth mode and marketing strategy of education and training institutions.The main content of this paper is divided into seven parts: the first part introduces the research background and the significance of the paper.It introduces,compares and comments on the research status at home and abroad,then clarifies the research content and innovation of the paper.The second part describes the marketing theories used in the study.The third part describes the overall situation of YK training school,analyzes some problems existing in the marketing of YK training school at present,and the competition.The fourth part focuses on the marketing environment of YK training school and analyzes and compares the marketing environment of YK training school from the aspects of politics,economy,culture,technology,advantages,disadvantages,opportunities and threats by using pest and SWOT tools.The fifth part makes an in-depth analysis of the consumer behavior of Shijiazhuang English training market by using questionnaire Based on the detailed data,this paper analyzes the logic and psychological choice path behind consumer behavior from three aspects of consumermotivation,price psychological analysis and behavior analysis,so as to provide more scientific data support for the later marketing strategy formulation.In the sixth part,on the basis of the previous article,the marketing strategy formulation of YK training school is carried out.First,from the perspective of 4P marketing mix,including curriculum products,curriculum price,marketing channels and curriculum promotion,the marketing strategy is formulated,then from the perspective of security,including organizational security,resource security,and cultural security,the marketing strategy is formulated.Through these two aspects,a complete marketing strategy is formulated.Finally,this paper is summarized,the shortcomings are analyzed and the research prospect is put forward,and the precautions in the future research are put forward.The focus of this paper is to analyze the current market situation of English training institutions,in order to solve the current marketing problems of YK foreign teachers' English training institutions.This paper makes an in-depth investigation of the real needs and psychology of consumers,which can be used for reference for YK foreign teachers' English training institutions and all other English training institutions,as well as for the construction of a harmonious and stable education and training market environment.Owing to the constraints of the author's theory and practice,there must be some shortcomings in this paper,which need to be improved in the following research.