The Products-mix Decisions Study Toward TOP Foreign Language Professional Training School

With the development of Chinese market, the competition is becoming much hotter, which gives more selection power to consumers, who have been the center of all the market activities. In order to be winners in the market competition, all the companies must make their strategic planning. Marketing strategy is much more important than before because of the change of the consumers' status in the market. Product is the first among 4Ps of the market, and product strategy is the foundation of the other strategies. Once the product strategy has been set, the other strategies will be easily decided. Because of the change of consumers' demands, the companies should adapt their product-mix decisions to the market development.In recent years, with our economic reform going further, esp, with china's entry into WTO, thousands of foreign companies has been pouring into china. English, as the only international language, is becoming more and more important in our work and life. Millions of Chinese people are robbing their time to study English. English training now has become a new industry. Chengdu English training market, where TOP Foreign Language Professional Training School has been more than ten years, is full of hot competition. Besides numerous local training school, some famous domestic and foreign Education Groups are coming into the competition. TOP school must evaluate its inner and outer environment to effectively identify market segments and select market targets to develop a suitable positioning strategy.At last, it can make correct product-mix decisions to show its product featuresand advantages.The paper consists of five sections: The first section mainly introduces the basic marketing theories about product-mix decisions. The second section gives the background of English training market and presents the product-mix problem of TOP school. Section three evaluates the inner and outer environments of TOP school and makes the SWOT analysis. Section four pays more attention to the market segment, positioning strategy and competition strategy. Section five gives the prouduct-mix decisions, based on which, the section presents the new product-mix system. The paper can give practicable guide to TOP school and other foreign language training schools.