Study On Marketing Strategy Of Shanghua English Education And Training Institution

In recent years,along with people's understanding of the importance of English education,English education and training has become a truly "sunrise industry" in China,and has become one of the biggest cakes on the economic chain of the training industry in China.Just to see the very broad development space and the high return rate of investment of the English education in China,together with the fact that China has formulated a series of laws and regulations to encourage and support the development of the training industry,a large number of domestic and foreign capital has poured into this industry,making the English education and training institutions in China has realized the explosive development,and the number of institutions was over 50 thousand.Thus,in order to occupy the market,grab students and increase market share,there has been a fierce market competition among the various training institutions,and all kinds of marketing competitive means have come out in an endless stream,which has put forward higher requirements for the marketing management practice of the English education and training institutions.This article takes Shanghua English Education and Training Institution as the research object,it firstly from the four aspects of the product,price,distribution and promotion to study and analyze Shanghua's marketing status,and then the problems in five aspects of the product,price,distribution,promotion and market positioning are deeply and systematically analyzed.Then,by using Potter's "Five Force Competition Model",this paper analyzes and discusses the industry competition environment and internal environment of Shanghua,and on this basis,SWOT analysis is carried out.Next,based on the STP Theory,the target market of Shanghua is subdivided and selected and its market orientation is clearly defined.Next,combined with 4Ps Theory,the marketing mix strategy of Shanghua is developed.At the end of this paper,it from the following four aspects to give the safeguard measures for Shanghua to implement its marketing strategy:strengthen marketing talent team construction,improve the comprehensive marketing management level,enhance the management and control of the marketing distribution,and increase the control of the implementation of the marketing strategy.The research of this paper will have important significance for helping Shanghua to recognize its current situation of marketing management,reverse the current unfavorable marketing development trend,cultivate its core competitiveness and better ensure the smooth development of its marketing work.