Research On Business English Course Marketing Strategy Optimization Of W Company

English education has always been a concern since the reform and opening up in China,which has gradually been valued by people.There are increasing private educational institutions trying to market their own educational products.During the epidemic,private educational institutions are facing a huge test.How to better market their products is important to them.W company is a global English training company stationed in Shanghai in2001.After nearly 20 years of development,facing the challenge of the epidemic,W company is now also facing unprecedented difficulties.Among them,the bigger challenge is the marketing challenge of its business English courses.The main profit model of W company is to sell its business English courses,so the optimization of W company’s marketing strategy is the focus of work.This article combines the traditional marketing 4Ps and 4Cs theory with the newer inbound marketing theory,exploring the marketing of W company’s business English course.Firstly,this research analyzes the current basic situation of W company marketing,the external environment it faces and its competitors.Secondly,through interviews and questionnaires,it deeply analyzed the current status of W company’s business English course marketing,and diagnosed and found the current marketing problems of W company.After investigation,the following problems occurred in the business English marketing of W company: consumer service needs to be met,cost strategies to be improved,poor marketing convenience,and communication needs to be improved.Finally,in order to formulate reasonable solutions,this research uses traditional marketing theories and newer inbound marketing theories.This research recommends that W company optimize consumer service strategy,cost strategy,convenience strategy,and communication strategy.The specific methods are to improve product service satisfaction,enrich product types and forms,set course prices reasonably,reduce customer time costs,and strengthen network marketing and facilitating the sales process,strengthening enterprises and customers communication and enriching marketing channels.