Study Of Marketing Strategy Of Quanzhou King’s English Training School

It has been years since China joined WTO. With all kinds of wrinkles,China’s English training industry develops rapidly and has huge marketpotential as before. Due to the development of English training industry,Quanzhou King’s English Training School was founded in2004and hasbecome a leading brand of high-end English training in Quanzhou City.However, the competition of English training industry is turning white-hotand the industry is now having a new turn of shuffling. Therefore all trainingagencies are facing the same problem of how to survive or even developthrough this shuffling. Of course King’s is one of them.In this paper, the writer first analyzes the macro-environment which King’sis in and the current situation of Quanzhou’s English training market. Andthen the writer studies the competition which King’s faces. Finally the writerputs forward the marketing strategies which are good for King’s futuredevelopment. With all the research, the writer thinks that King’s faces moreopportunities than threats. Therefore, King’s should use SO and WOstrategies and be brave to enter other regional markets. In the meantime,King’s should try to develop kids’ and on-line English training programs anduses4Ps marketing mix theory to adjust its current strategies of products,prices, channels and promotion.The writer hopes that this paper can provide King’s with some reference fortheir future development and gives other training agencies some usefulreference. Moreover, the writer hopes that this paper can help Quanzhou’sEnglish training industry, cultural market and education market to have asound development.