The Research On Marketing Strategy Of Wuxi Shane Foreign Language School

Nowadays,people's enthusiasm for learning foreign languages has not gone away.With the development of Chinese economy,improvement of people's living standard,more and more people go abroad,every corner of the world for tourism,study,business communication;at the same time,foreign friends come to visit Chinese learning,cultural exchange and business office,holiday has become It is quite common for the phenomenon.China's development is inseparable from the world,and the integration of the world needs to be communicated with china.The diversified exchanges between China and the rest of the world have directly stimulated the enthusiasm of the whole nation for learning foreign languages,and the importance of English in various fields has become increasingly prominent.Therefore,we can expect the English training market to have great potential.At present,there are many competitors in Wuxi foreign language training market,and many educational institutions have entered the Red Sea market.This paper will Shawn foreign language school construction of specialized marketing team,the formation of marketing concept and strategy to provide reasonable advice.Shawn foreign language school in the market segment,target group positioning,there is still much room for improvement,to be further research on customer needs,this study will provide the actual marketing strategy and security strategies for Shawn foreign language school combined with the actual local market environment and enterprise education.At the same time,this paper can provide reference for the study of marketing strategies of private training institutions.The first chapter is the introduction,introducing the background and significance of the research,research ideas and methods,and sorting out the relevant research at home and abroad.The second chapter is the marketing situation and analysis of the school.It introduces the current situation of the school marketing and analyzes the macro environment of the enterprise.The third chapter is Sean school marketing environment,analysis of the macro environment,micro environment,School of SWOT,advantages and disadvantages,opportunities and threats of enterprises are analyzed,and the analysis of competitive state enterprises,the school's suppliers,bargaining power of buyers,the threat of new entrants,the degree of substitution of competition products threats and competitors analysis.The fourth chapter is empirical analysis,aiming at the target user groups for investigation and research,to obtain the real needs of students and parents.The fifth chapter is the STP analysis of the school.It studies the market segmentation,the target market and the positioning of the target enterprise.And for the school marketing mix strategy and guarantee strategy,respectively from 4P and guarantee strategy analysis and elaboration.The sixth chapter is the conclusion and prospect.It is suggested that we should maintain the brand image and market in the middle and high income group.With high quality,it can fully satisfy the personalized needs of students and parents,and output unique products.On the basis of maintaining the existing market,we should gradually open up the participation degree of the test educators,and open up the Internet short video small courses to meet the fragmentation time needs of everyone.Its strategic goal is to segment its market and share market share with its Internet platform,and to segment the market as a development plan.On the specific product strategy,the trend of the development of quality education is inevitable in view of the phenomenon of the loss of the high grade users and the technological development opportunity of the continuous popularization of the smart phone.It is suggested that the foreign language school of Shane should consider the development of its own products from two aspects.First,focus on setting up exam service for people over 14 years old to enhance perceived value of service.Second,develop Internet copyright course to enhance perceived value of service.In order to improve the quality of the course product,the school should try to improve the product sales through the strategy of product combination,adjust the perceived value and satisfaction of the product,improve the purchase intention,so as to expand the market share and improve the sales volume.In terms of price,the principle,process and method of the price strategy are optimized in three aspects.In the formulation of the existing price strategy,the price is drawn up by the enterprise,making the cost of the enterprise minimized and maximizing the interests of the enterprise.In the channel aspect,through the actual situation of the Shane foreign language school and the in-depth analysis of the existing course products of the company,the course is marketing vertically by the network copyright course.In terms of sales promotion,we should add new sales promotion methods based on traditional ways and means to enhance company reputation and product sales.