| After Vietnam joined WTO, international economic and trade investment increased dramatically in Vietnam market, the English learning demand of Vietnamese also increased dramatically, the importance of English learning in various fields has became increasingly prominent. A huge market has brought huge profits; to meeting the need of investors in the economic interests of the growing number of English education organizations appears.SC Vietnam education organization has a certain visibility in Vietnam domestic; high market coverage, but prompted under the concept of the later comers surpass the formers as well as being prepared for danger in times of safety, the organization must implement its own advantageous to gain the recognition of the vast market. The study based on the organization could make a relatively clear understanding of Vietnam English education market and provide guidance to Vietnam English education organization marketing practice, and play a valuable role of sprang out for related theoretical research.Based on the differentiation strategy management theory of marketing management we could get to know from this thesis:SC Vietnam English Education organization carried out business strategy by achieving "Consumer satisfaction positioning theory".The thesis first analyzed based on product theory, the products provided by SC Vietnam English education organization not only includes the course system, teaching technology but also includes the deep-level services:provide students life-long preferential to scholar, providing study abroad consulting, training the future teacher talents. The teaching staffs of the school are all British and American natives, which could get consumer’s identity and locate the consumption psychology of marketing. Secondly this thesis studied the implement differentiation channel strategy based on image theory, SC Vietnam English education organization take differentiation service strategy aiming at students and children to increase the interesting and satisfaction, and promote to formulate its stable position on market demand.Finally, this thesis studied the SC Vietnam English education organization take distinctive brand management strategy, including its own textbooks, curriculum, faculty, promotions, channel management, service differentiation and simultaneously establish a corporate personalized brand, which successfully won the competition in the market and in the psychological orientation of consumers. With these marketing strategies and successfully implement safeguards required for the development of SC Vietnamese English education organization to provide a reference on the theory and practice. |
