Research On Marketing Strategy Of A Private Language Training Institution Named SJ

Since the reform and opening up,the rapid development of private education has become an important point for education growth and education reform.The total number of various types of private schools at all levels has increased by 1.5 times and the number of students in schools has increased by 2.7 times.According to CIC statistics,in 2015,the private education industry in China has reached nearly 800 billion yuan and will maintain a compound growth rate of over 15% in the coming years.It is estimated that the market scale of over 920 billion yuan in 2016 will be reached.China's education and training market will enter an era of competition for internal strength and scale.Competition in the market will become increasingly fierce and the industry prospect will be expected.SJ language training institution has been in a less competitive position with low profit,the reason is because there is no clear marketing strategy.SJ market positioning is too broad,the enrollment channels are too dependent on the mass media,the stability of teachers is not high,and the standardization of teaching management needs to be improved.In an increasingly competitive language market,SJ's sales has been affected and survival issues have been put in the front.What kind of marketing strategy to implement in order to solve the SJ's problems,is the topic will be discussed in this thesis.Based on 6Ps marketing theory,enterprise government relationship management theory and STP market target positioning theory,this thesis studies the marketing strategy of SJ private language training institution based on a combination of literature review,interview and analysis,and offers SJ private language training institutions marketing strategy optimization program.The author suggests that SJ private language training institutions should pay attention to the relationship between institutions and government,develop marketing channels in various aspects,recruit overseas talents through government relations management,develop all-round marketing channels,improve teaching quality and follow market vane in real time to help SJ private language training institutions develop well.