Study On The Marketing Strategy Of XM Company’s English Study Ahead Program In Shenzhen

In recent years,with the continuous improvement of people’s material living conditions and cultural quality in various regions of our country,the number of people who choose to study abroad is also increasing year by year with per 10,000 people,especially in the ranks of primary and secondary schools.As a necessary skill for going abroad,English also occupies a certain proportion in the entrance examination.Therefore,some training institutions have emerged at the right moment and occupied a place in the market.This paper takes the marketing strategy of the English study abroad program of XM Company in Shenzhen as the research object.Through literature research,empirical research,descriptive research and induction method,this paper deeply explores the service marketing strategy applicable to the training industry,and puts forward suggestions for improving the marketing strategy based on the actual situation of XM Company in Shenzhen.First of all,this paper analyzes the macro environment of XM Company in Shenzhen,and then analyzes several factors of the industry environment,such as new industry entrants,suppliers’ ability,consumers’ ability,alternative products and competitors in the same industry,so as to understand the basic marketing situation of XM Company’s English study abroad program.Second article according to the 4 p theory,from product,price,channel,promotion four surrounded degree completion of shenzhen XM company existing marketing strategy of English study in project analysis,combining with consumer behavior based on the established is suitable for the training industry service marketing 4 p theory,at the same time,combined with the actual situation of shenzhen XM English study abroad programs from the product strategy,pricing strategy,channel strategy,promotion strategy overall design improvements are presented.Finally,from the objective and practical point of view,the article puts forward four suggestions for improvement.Through the analysis and research of this paper,the main purpose is to hope that this paper can effectively help XM Company in Shenzhen,international training and overseas market to carry out better marketing and publicity activities,improve its marketing efficiency,maintain its competitive advantage,expand its market share,and make more achievements.At the same time,this paper also hopes to provide some reference value and significance for the marketing research of higher education or small language training products and services industry in China,so as to jointly create a harmonious training market environment.