Research On Marketing Strategy Of Yangzhou H English Education And Training Enterprise

With the information era and economic globalization,English as the most essential bridge connecting us with the rest of the world has become the most widely used language in communication in various fields of human society.There is a greater importance of learming English emerging in China day by day.Under the test-oriented education system,English test score accounts for a large portion both high school entrance exam and college entrance exam.Chinese households are showing a constantly increasing passion about English study.Parents in a variety of backgrounds all spend considerable amount of money in English training related courses for their kids.Under the circumstance that the public education resource cannot meet the students’ needs,English training centers gradually came into being.The highly-competitive English training industry has a very broad prospect.Although the growing speed of this industry is rather tremendous,it is still under a quite primitive stage as compared to other matured industries in terms of marketing strategy,brand construction and core competence.There are some typical existing problems in this industry,such as low entry-level,insufficient qualified teachers,ineffective market control,ignorance on teaching quality,unconvincing advertisements,vague positioning.Every English training school must face severe challenge,such as how to develop its business in the future,how to use its advantages and avoid its disadvantages to win the competition against fellow competitors.In this article,at first the background of this selected topic and its meaning is introduced along with the problems faced by training schools.Then the status-quo of both domestic and oversea relevant research is illustrated in the subsequent paragraphs.Next the article explains the research content and research approaches,illustrating the theoretical basis of this paper.Then this paper chooses H English training school as the research object and introduces the basic information of the enterprise and its current marketing status.Next,through the Marco and competitive environment analysis,the article demonstrates the current situation of marketing in H English training enterprise in details in different segments-product strategy,price strategy,place strategy,promotion strategy,on the basis of 4P theory.Pest,Porter five forces model and SWOT analysis are also used in the process.The research consists of several questionnaires and qualitative and quantitative analysis on the relevant data.Existing problems and defects in H English training school are listed after summarizing its advantages and disadvantages,as well as risk and opportunities.Last,based on the above analysis and the use of STP marketing theory,specific product strategy,price strategy,place strategy and promotion strategy are designed;also the action plans and protection measures are presented in conjunction with the concept of service marketing in order to enable the enterprise to increase its competence and profitability through the use of new marketing strategies.