Research On Marketing Strategy Of Yumeng Children's English Training Organization Based On Customer Value

As the largest non-English-speaking country in the world,China has played a very important role on the world stage.In the context of increasingly frequent and close international exchanges,how to improve the English level of the domestic people is very important.With the further improvement of China's national economy,more and more parents intend to develop children's English ability,and the number has reached a new high.In this context,the demand for preschool English training is not increasing,and private English training institutions have sprung up,but due to its low entry threshold and the lack of industry management systems,it has exposed more and more problems in marketing.From the perspective of customer value,this article takes Yumeng English training institutions as an example to study the marketing strategies of infant English training institutions.Specifically,on the basis of combing relevant research such as 4P marketing theory and customer value theory,Yumeng English training is briefly introduced,and at the same time,the macro environment and micro environment of Yumeng English training are analyzed,and Yumeng is found.English training has varying degrees of development impact in different aspects of the macro and micro environment.The marketing status of Yumeng English training institutions' product strategy,price strategy,channel strategy and promotion strategy were further analyzed.On this basis,the questionnaire survey method was used to investigate and analyze the current status of customer value marketing of Yumeng training,including product value,service value,personnel value and image value of customer total value,and monetary cost of customer total cost.,Time cost,physical cost and energy cost,through analysis and conclusion,four main problems can be drawn: first,the scientific setting of the course is not enough,and the lack of personalized course customization service;second,the professionalism of the business personnel is not enough,customer consultation,understanding of the course Content information is more difficult;third,it is not well-known,and there is a lack of channels for obtaining detailed information from Yumeng training institutions;fourth,customers have less access to information and higher currency costs.Finally,based on the analysis of the current situation of Yumeng English training and marketing and marketing issues based on customer value,we propose targeted measures to improve Yumeng English training and marketing strategies.The specific improvement strategies include two aspects.One is to enhance Yumeng English training.Product strategy,promotion strategy,personnel strategy and process strategy of total customer value;second is price strategy and channel strategy to reduce the total cost of Yumeng English training customers.At the same time,it also put forward three guarantee measures for the implementation of marketing strategies,including organizational guarantee,resource guarantee and cultural guarantee,and some other measures to ensure the realization of customer value.Through the research in this article,I hope to provide thoughts on the future development of Yumeng's English training institutions for children,and provide guidance and reference for the pricing and promotion of products of children's English training institutions.