A Research On Marketing Strategy For EF Based On Young English Learners

Being in an era of economic globalization,an increasing number of English training institutions emerge on the market to provide training for students based on their different needs of English learning at different ages.It is the ultimate goal for every organization,which focuses on enhancing its strategy and details of quality,to occupy the English training market better and faster.This paper focuses on the analysis of English training institutions and market development from the period of early childhood to adult.Based on the current condition of industry competition and development,as well as the author’s years of real-life experience,this paper explores the ideas and strategies of improvement from different perspectives.For an organization to survive and develop rapidly in the long run,factors including corporate culture,personnel training,product upgrading and humanized delivery of service needs are all crucial.This paper first analyzes the current industry environment and situation;secondly,it transforms to understand the competition of peer institutions.Finally,it proposes solutions and forecasts developing trends for the shortcomings.The paper uses the following centralized methods for analysis.First,it adopts SWOT analysis to compare the business models of competitors in the same industry.Secondly,it analyzes the competitiveness and conducts detailed FABE analysis.By means of analyzing the marketing strategies and site chosen,innovation and development of products as well as customer experience and services with regard to the English training to teenagers and children,the key to the sustainable development for Wuhan EF has been concluded as: 1.Develop new products in accordance with the market demands.2.Edge of the entire service system.3.Staff training and development.Considering these aspects,I’ve come up with the following development strategies respectively: Firstly,EF’s R&D team makes innovation to products and technology every four to five years.Besides,the online courses are being developed according to the current trend over the past couple of years.Secondly,EF’s team in Wuhan set up the manager post for customer service training in its head office two years ago.It has been carrying out standardized service training and nationwide satisfaction surveys that had gradually perfected the service system in Wuhan.Thirdly,in line with the explicit requirements set by head office staff on stepwise career development,work review and evaluation on employees is regularly implemented on a monthly,quarterly,semi-annual and yearly basis,and the orientation of staff training and cultivation is clarified.This paper summarizes the development strategy based on relevant theories;it does set a upbeat tone for the trend of the education and training industry of young children.