Study On Optimization Of Marketing Strategies Of Baiyin Cambridge And Fun With English School

Together with the continuous process of globalization,the trend of the global integration of education is becoming dramatically obvious.English learning is not only for "going out",but also for the global understanding of China through Chinese English learners.From kids to adults,they all have the urgent desire to learn English well.Especially under the current education system,English is an important subject in the college entrance examination,so students and parents attach great importance to it.English training market is an important part of the extracurricular training market,and the market prospect is promising.Parents born in the 1980 s and 1990 s,as a group learning English since childhood,suffer from "dumb English".English teaching learning and examination reform in China will inevitably pay much more attention to English communication and thinking in English,and concentrate more on the process and growth of English learning,which is the future direction of extracurricular English organizations and institutions.Baiyin Cambridge and Fun with English School was established in 1998.It is dedicated to providing high-quality English education services to students aged from5 to 18 years.Since its establishment,the company has experienced a period of brilliant development,a period of stability,a period of market contraction,and now expects to take off again.At present,the competition in Baiyin education and training market is fierce,and the existing marketing strategies of Cambridge and Fun with English School cannot meet the needs of internal and external marketing environment.Based on STP theory,service marketing theory,literature review and questionnaire survey,this thesis takes Baiyin Cambridge and Fun with English School as a case to study and analyze the current situation of the school and existing problems of the school’s marketing,and apply internal and external environment analysis tools to find out the new direction of Cambridge and Fun with English School’s marketing in the following fierce competition.Then,according to segmenting market,the target market,positioning of the school were determined,and specific improvement suggestions were put forward from each aspect of service marketing 7Ps,including product,price,place,promotion,people,physical evidence and service process,as well as subsequent specific safeguard measures and management suggestions.It is hoped that this study can provide reference for the marketing of Cambridge and Fun with English School.