Communication Channels And Effects Of English Training Enterprises

With the sustained,stable and rapid development of China’s economy,the process of China’s internationalization is speeding up,study abroad is becoming more and more popular,and the cost of studying abroad at foreign universities has dropped dramatically.With a large number of students who plan to study or have studied abroad,China’s English training market has been expanding and will continue to grow rapidly in the coming period.The survey selected Nantong Global Education as the representative of English training enterprises to investigate the spread of different channels.Through empirical research method,the number of students from different publicity channels and the total amount of courses enrolled in 2019 were analyzed,and a regression model was established to measure the actual effect.The reason for choosing Nantong Global Education for this survey is that,first of all,in terms of content,the training provided by this educational institution is mainly about the IELTS and Toefl,similar to the content provided by most of the language training institutions abroad,the content of each channel can be maximized when measuring the effect of communication.Second,in terms of audience,Nantong has abundant basic education resources,primary and secondary schools rank highly in Jiangsu,and higher education institutions in Nantong are relatively few,as a result,the majority of those who want to study abroad are concentrated in primary and secondary schools in the city of Nantong,avoiding large-scale changes in the demographic composition of the target audience.The third reason is that global education’s current distribution channels are typical in the language training industry abroad,both online and offline,and can help us to compare multiple channels.Nantong Global Education has the following channels: Search Engine Marketing,Platform Advertising,community promotion,Secondary Promotion,referral agencies,telephone marketing,marketing activities.Based on the survey results,we draw the following conclusions: We divide the communication effect into the cognitive level and the action level,with the number of people and the amount of money as indicators respectively.If the goal is to increase the number of people,the agency will recommend this kind of publicity channel to achieve better publicity results,and the monthly increase rate will be the highest,can help education and training institutions rapidly expand the influence of students who need to study abroad.If the goal is to increase the number of final applications or the number of students’ fees,the second promotion can better help schools achieve their publicity goals.The registration rate and the final amount of this channel are ranked first,its spread effect is obviously superior to other spread channels.By establishing a time series model of the statistical results,the effects of the future communication channels are predicted,and the results of the questionnaire survey are brought into the linear regression and logical regression models,we have verified that the second promotion is the main way of the current global education in Nantong,which plays a decisive role in promoting student enrollment.At the same time,according to the results of the questionnaire,we select the target audience who are more willing to accept the propaganda,and find out some common characteristics of the target students.The purpose of this survey is to help existing English training enterprises understand the actual effects of various marketing channels at this stage,and adopt different strategies to improve existing marketing methods,which will help enterprises better understand the target users,to improve the position of the enterprise gradually,and then improve the brand image of the enterprise,in the fierce competition in their own place,to achieve the rise of the overall strength of the enterprise,the language training industry abroad has a certain practical significance.