Research On Marketing Strategies Of LT English Training Institution For Children

LT Children's English training company,located in a third-tier city in southwest Henan province,is a private education training institution mainly serving K12 students.With less than 50 employees and an annual turnover of less than 5 million,the company is a typical small and medium-sized enterprise.LT,formerly a master studio,was founded in 2000.At the beginning of the establishment of the market competition is less,the company filled the market gap,rapid development.As the market continues to improve and competition in the industry intensifies,LT's growth rate has slowed down.From 2015 to now,the company has experienced the challenge of survival.The turnover of core courses has decreased,the operating cost has been increasing,and the profit margin has been continuously decreasing.How to formulate corresponding marketing measures to alleviate the competitive pressure brought by leading enterprises,seize the opportunities brought by new technologies such as mobile Internet,big data and artificial intelligence,find new profit points and new market space,and improve the sales and profit margin of the enterprise has become an urgent problem for LT company.Based on the collection of literature,industry data and LT company data,this paper systematically studied the current situation of LT company and proposed Suggestions for improvement based on the marketing theory.Firstly,the marketing environment of LT company was analyzed qualitatively and quantitatively with SWOT-AHP analysis,which laid a foundation for the formulation of marketing strategy.The result of each factor weight value calculation shows that LT company should make full use of its own advantages and seize the external development opportunities,and choose the proactive development strategy,namely the SO growth strategy.It then discusses the four marketing dilemmas faced by LT: declining sales of core courses,rising operating costs,low brand awareness,single and obsolete marketing channels,and analyzes the underlying causes of the problem.Finally,by referring to the results of the market questionnaire survey and the SWOT analysis in chapter 2,the solutions to the four dilemmas in terms of word of mouth,channels,products and pricing were developed to help LT company improve its sales and profit margin.The research features and innovations of this paper are as follows: 1.The latest industry trends of the 2018-2020 English training market under the influence of technology,finance and policy are discussed.2.In terms of product channels,the paper focuses on the word-of-mouth marketing mode in the era of mobile Internet,and emphasizes that Internet + word-of-mouth marketing + loyal customer management is the best choice for small and medium-sized enterprises to promote their strengths and avoid their weaknesses in the new market.3.By discussing the marketing problems of LT Children's English education and training company,this paper finds that the backward thinking mode and concept,rather than the small size and poor resources,are more restricting to the development of small and medium-sized enterprises.Small and medium-sized enterprises should establish brand concept product concept,seize the opportunity released by scientific and technological progress,usher in a better tomorrow.