Research On The Marketing Strategy Of OL Language Training Institutions

In the era of economic globalization and service internationalization,the language training market in our country shows a vigorous development situation.After nearly two decades of development,the training market will enter the era of competition and scale,and the market competition will become increasingly fierce.Wuxi is one of the important gateway cities in east China,with a long history of foreign trade development and a perfect related system construction.It not only attracts a large number of people to do business in China,but also provides a large number of external employment environment for local people.Due to its special market position and role,language training institutions have mushroomed in Wuxi,resulting in fierce competition.In order to explore and utilize their own resources to the maximum extent in marketing and attract consumers’ objective understanding of the problem,this topic chooses the OL language training institution in Wuxi as an example to study the marketing strategies of language training institutions.In the study,the author first used the literature data method to comb out the research background of this topic and the current research status at home and abroad.We found that the issue of marketing strategy has been highly concerned by scholars at home and abroad,and marketing operations in the field of language education have also been confirmed.However,it is mainly aimed at some parts of the traditional teaching system or early teaching.Although some studies involve language training institutions,the depth still needs to be further strengthened.Then,the author made a comprehensive arrangement of the research status,background and relevant basic theories of this subject by using the method of literature materials,and understood the definition of training institutions,product characteristics,and the relatively mature marketing theories such as STP,4P and 4C-4R.Based on theory,language training institutions should pay attention to the development and strengthening of products,the optimization of prices,the construction of sales networks and the design of promotional activities in marketing design.The language training market has its own characteristics.It is an "intangible" service that requires enterprises to affirm the main position of customers,strengthen links with customers,and cultivate loyal consumer groups.Then,based on the theory,the author tried to fully understand the marketing strategy of the system in the form of questionnaire and on-the-spot interviews,combining with the current macro market environment and the development of strategic direction,the current marketing strategy means,analysis and arrange the problems and the reasons existing in the marketing strategy,knew the current situation of the enterprise marketing strategy from different angles.Based on this theory with practice,combined with language training industry in our country at present and the development of the whole environment,analysis and explain the effective marketing strategy that the OL could adopt in the future from the aspect of product,price,channel,promotion,service.It could be an actual reference for the OL and other similar enterprises to improve their relevant work.In this study,the author found that the OL language training institution has many problems existing in marketing strategy because of ignoring the market segmentation,the lack of advantages and disadvantages product positioning,analysis of competitors and ignoring the marketing resources,for example,mining and use of obvious rigid curing product strategy,price strategy serious "follow suit",single channel strategy and ignoring of the maintenance work,lack of innovative promotional strategy and formalized service marketing.In order to optimize the targeted marketing strategy,the OL needs to gradually adjust the marketing strategy according to the product characteristics.In addition,while participating in market competition,because of the limitation of their own investment ability,site selection,construction of teachers’ team and the restriction of time and space etc.m a continuation of the traditional language teaching strategy is also not conducive to improve competitiveness in the industry.So how to build links between the language training forms with "small class" teaching,such as the Internet connection,is a significant problem that the OL language training institution needs to consider in the optimization of the marketing strategy.