Research On The Marketing Strategies Of RISE(Shanghai Branches)

China’s K12 education and training has reached 100 billion levels in recent years,among which English training has been as high as 10 billion industries,foreign language training institutions are eyeing it covetously.With the rapid economic development of our country,it has become a trend to further connect with the world and train the citizens of the world,which leads most parents to think that it is necessary for their children to learn English well.English training is a new industry in the 21 st century.Through reading the relevant literature,it is found that further research is needed to optimize marketing strategy and increase market share.From the perspective of management and marketing,this paper firstly analyzes and summarizes the current situation of English training institutions by reading a large number of materials by using literature research method;secondly,taking RISE as the specific research object,it analyzes its current marketing situation and future development prospects by using case analysis method.According to the above analysis,It is found that there is product structure in RISE There are some problems,such as the department needs to be improved,the pricing system is not complete,the channel promotion is not professional,and the promotion effect is not good.Combined with the development of education and training industry,SWOT model is applied to analyze the market and questionnaire survey method is adopted to subdivide the market of RISE,and the market positioning is determined.Finally,according to the marketing and other related theoretical basis,this paper puts forward the corresponding marketing strategy,including product strategy,price strategy,channel strategy and publicity strategy.This article analyzes the future development of RISE English,which needs to enrich the teaching content of products,innovate subject products,strive to improve the quality of the courses,and build an excellent teaching team;secondly,to use channel differential pricing in price,special product pricing,and timely launch of discount pricing.Attracting parents and students to come to audition;then,continue to carry out online promotion activities such as Weibo and We Chat through the Internet,add more updated marketing channels,for instance,short video Apps such as Douyin,Kuaishou,etc;finally,in the promotion,advertising should be placed through different means and discounts should be increased.At the end of the article,the implementation guarantee of the system,personnel,capital and marketing system has been put forward.It is hoped that this article can enlighten some other similar training institutions,especially English training institutions,in terms of product,pricing,integrated marketing and other marketing strategies optimization.