Research On Marketing Strategy Of DW International School In Suzhou

Since the reform and opening,on the one hand,the rapid development of China's economy has driven many industries to take off.While the rapid economic development has brought more superior life to people,people's needs are also constantly improving and changing.Of course,the development of science and technology is inseparable from talents,and domestic education is often difficult to meet the needs of students;on the other hand,with the income of the middle class in our country,the education consciousness of the parents born in the 1970 s and 1980 s is also increasing.The demand for an education that is in line with the world is becoming more and more obvious.Therefore,more parents choose to go abroad for their children's further study to meet their desire to study abroad.However,in order to make their children better adapt to the study and life abroad and prepare their children more fully for going abroad,they need local schools like DW International School in Suzhou which can provide a platform for students to go abroad.This dissertation is mainly about marketing strategy research of DW International School in Suzhou to find out the sustainable competitiveness of DW International School in Suzhou in the domestic education market,and through the research on the domestic education market,find out the marketing strategy which is conducive to DW International School in Suzhou to develop and continuously occupy the domestic education market.This dissertation is divided into six parts.The first chapter introduces the background,significance,review literature of the research and a brief description of the research content and methods;the second chapter is an overview of the marketing theory used in this dissertation;the third chapter is to analyze the marketing status of DW International School in Suzhou,point out the problems existing in the marketing process of the school,and to analyze the causes of the problems.The fourth chapter analyzes the internal and external marketing environment of DW International School in Suzhou by PEST model and Porter's five forces model,which provides the basis for the optimization of the school's marketing strategy.The fifth chapter divides the market of DW International School in Suzhou according to its own marketing characteristics,determines the market target and market positioning of DW International School in Suzhou,and points out the existing marketing problems in the third chapter via the project strategy,price strategy,channel strategy and promotion strategy then we can solve one by one.The sixth chapter is the summary of the above chapters and the prospect of the future.The main purpose of this dissertation is to analyze the internal and external environment of DW International School in Suzhou,so as to develop a suitable marketing strategy for the school,so as to improve the effectiveness of the school's marketing,lay the foundation for the further development of the school,and also hope to play a positive reference role for the development of the same industry,and develop the international training industry together.