Study Of Marketing Strategy For Shaanxi BH Education Group

With the acceleration of the process of global economic integration,the economic and trade exchanges between China and the world are becoming closer and closer,and language,an important tool to support this process,is particularly important.Under this background,the economic development and social progress of our country need us to master English,the universal language of the world.Therefore,English learning has been brought into the basic education and higher education system of our country,at the same time,the demand for social English education and training is also unprecedented,and English education and training has gradually formed industrialization and marketization.This will inevitably lead to the increasingly fierce market competition faced by English education and training institutions,as well as many marketing problems.This has seriously affected the popularity and core competitiveness of English education and training institutions.Therefore,it is a problem that all institutions must pay attention to at present to clarify the marketing environment and perfect the marketing strategy.Shaanxi BH Education Group is a private English training institution.The institution was established with great success.But in recent years,with more and more competitors and more fierce competition,the market share has not been effectively expanded,coupled with the growing bargaining power of partners and customers,resulting in a slow growth of profits.At the same time,with the continuous development of the group,Its original marketing strategy is out of date and can not adapt to the current fierce competition.In order to solve the dilemma,the group has taken many measures,but the practice has proved that the effect is not ideal and the desired goal has not been achieved.This paper,based on the internal and external environment analysis of BH Education Group,uses the SPT theory in modern marketing,4P marketing strategy combination theory and Porter competition strategy,adopts literature review,interview,questionnaire and SWOT analysis,and analyzes the advantages and disadvantages of BH Education Group’s current marketing strategy,combined with my own working experience.Finally,facing the problems,this paper offers a targeted and practical marketing strategy to make sure that the BH Education Group is able to break through the current bottleneck and keep sustainable development.