| With the upgrading of domestic market consumption,China’s population structure has also changed significantly,the proportion of education consumption in household consumption expenditure has been increasing,and the development prospects of China’s education market are good.In recent years,children’s English training has attracted more and more attention from young parents,mainly because of the emphasis on grasping the critical period of children’s language development,English learning shows a trend of younger age,parents through the way of looking for English training institutions for their children,to help children develop interest and improve their English level.With the support of policy and the demand of market,the children’s English industry is facing new opportunities,the training institutions are booming,and the market competition is becoming increasingly fierce.However,the threshold is low,the regulatory mechanism is not perfect,so that the whole industry is facing many problems,in the product content is relatively little difference in the basis and premise,how to better start from the service,improve the service quality of domestic children’s English training institutions,course teaching level and teachers,for the development of domestic children’s English training industry is of great significance.Therefore,this paper will take the ES market in Shenzhen as the main research object,visit different brands of children’s English training institutions to conduct field surveys,through the collection and access to relevant literature,with the help of marketing theory and other theoretical models,to analyze the current situation of ES children’s English,first of all,analyze its internal and external marketing environment.Secondly,it analyzes the marketing strategy of ES,and then focuses on the analysis of its service marketing strategy,and finds the following problems in practice:In terms of teaching methods,a single phonics cannot meet the actual needs of students aged 3to 12;there is no online form and customized curriculum services,easy to lose potential customers;The lack of quantifiable evaluation criteria for products is reflected in the learning process,the upgrading of children’s curriculum and the service standards of teachers;In addition,consumers are tired of the price system and promotion methods of ES;Their performance mainly comes from renewal and transfer introduction,and the ability to expand new students is insufficient.Strategic problems are particularly reflected in the three aspects of personnel management tangible display and process management strategy : due to the uneven quality of employees,resulting in inadequate detail services,due to the uneven quality of staff,the details of service are not in place,and the imbalance of teachers directly affects the course experience;The display content is not uniform,the criminal detention is static and no new ideas;The process management is not professional in the pre-class market reception,the division of labor and process handover of service personnel in the consultation process is not clear,and the details of service after the transaction are not in place.According to the above analysis results,this paper puts forward the corresponding service marketing countermeasures,first from the product strategy,price strategy,channel strategy and promotion strategy four dimensions put forward the corresponding countermeasures,followed by the strategy will focus on personnel management,tangible display and process management three aspects,focusing on service details,in order to increase customer satisfaction and loyalty put forward suggestions for improvement.These strategies are committed to steadily expanding the comprehensive development of the Shenzhen market of es children’s English on the premise of ensuring the teaching effect,and also have certain reference and guiding significance for the service marketing development of small and medium-sized children’s English training institutions. |
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