Study On The Marketing Strategy Of English Reading Library "A" For Kids In Shanghai

With the improvement of China’s economic development and internationalization and the improvement of residents’ consumption level,children’s English training has gradually become an important part of family education and parents are also more willing to devote more funds to children’s English education.Especially when the Generation 80,90 became parents,they are very concerned about children’s early English learning.In addition,the impact of demographic dividend on the preschool education market will start to manifest itself after the comprehensive two-child policy has been put in place.All of these have brought tremendous business opportunities to young children’s English training industry.“A” Education Group was founded in Beijing in 2009 to provide English teaching materials,curricula,teacher education and comprehensive educational products and services to families with children aged from 0 to 12.It is the first to propose and carry out phonics courses which is suitable for Chinese children.Not only self-made phonics textbooks,and the group opened around “A” English reading library for kids,to carry out the corresponding courses.However,the competition in the children’s English training industry is very fierce.In addition,the lack of a clear industry standard results in an endless stream of training institutions.In recent years,as parents’ educational philosophy has changed,some well-known children’s English training institutes have begun to set up reading libraries within their institutions as well.“A” English reading library for kids’ marketing strategy obviously can‘t adapt to the vagaries of the market environment.This article will focus on the research of marketing strategy direction of “A” English reading library for kids in Shanghai.Under the guidance of classic marketing theory,combined with the literature research method and empirical research method,this paper puts forward some suggestions for improvement of “A” English reading library for kids’ system.First of all,using PEST and Porter’s Five Forces Model to analyze the status quo of the reading library from the external environment;then,combined with the SWOT analysis method to find out the existing problems of the reading library;and using the SWOT matrix to determine the improvement of the “A” English reading library for kids.Then,through the STP,it locates the target market of “A” English reading library for kids,and puts forward the improvement suggestions from the aspects of product,price,channel and promotion according to the theory of service marketing and E-marketing.Finally,it elaborates the implementation plan of the above countermeasures.On the one hand,the research of this paper can be helpful to the marketing strategies of the next phase of “A” English reading library for kids;on the other hand,it also has certain reference value for the improvement of the marketing strategies of the same type of companies in the same industry.