Research On The Optimization Of Marketing Strategy Of Better English Training Institution

With the deepening of economic globalization,international economic and cultural exchanges become more and more frequent.From the macro level,the demand for English talents will continue to increase.English proficiency is also essential for one’s future career development.Therefore,the high demand leads to a surge in the supply of English training institutions and the competition will be increasingly fierce,in this situation,it is very important for children’s English training institutions to think about how to optimize their marketing strategies in order to improve their competitiveness.This paper focuses on the topic of marketing strategy optimization of Better English Training Institution,and on the basis of summarizing the research status quo of scholars at home and abroad and relevant theories,and determines the research ideas,structure and research methods.Secondly,literature review of marketing,STP theory and 4Ps theory is conducted to lay a theoretical foundation for further research in this paper.Thirdly,continuing losses in the last two years for Better English detailed introduction and analysis of the status quo of management,and has analyzed the juvenile’s English training industry marketing environment and marketing status quo of Better English,and based on the SWOT analysis,Better English that now trouble is jointly by improper marketing strategies and marketing environment change,Finally,this paper summarizes the above analysis and points out that there are some problems in the course products,course prices,promotion channels and promotion of Better English.Fourthly,according to the SWOT analysis results of Better English,using STP theory,through the market segmentation of children’s English training industry,the new strategy of target market selection and market positioning of Better English is carried out,and then based on 4Ps theory.The paper optimized the marketing strategy of Better English from four aspects: course product,course price,promotion channel and promotion.Finally,in order to ensure the effective implementation of the optimized marketing strategy of Better English and achieve the expected goal of turning a loss into a profit within half a year,the marketing organization structure is optimized,new reward and punishment systems are established,as well as resources and cultural safeguards and other safeguard measures are established to ensure the implementation effect and continuity of the optimized marketing mix strategy.