Improvement On Marketing Strategy Of IELTS Training Courses In L Company

The IELTS industry has cast a profound impact on the lives of Chinese people and has integrated into all aspects of lives ranging from the entire market scale to industry service.Therefore,aiming to provide citizens with premium-quality products and service,it is conducive to perform an in-depth understanding of the industry traits by means of customized market research on IETLS industry.In 2021,the market scale of IELTS industry in Jiangsu and Zhejiang Province as well as Shanghai already hit 700 billion RMB and the year-on-year growth rate was even up to 70%.Overall,the IELTS industry in China is large-scaled but competitively weak and companies operated in IELTS industry are scattered and small-sized in general.On the grounds of increasing market scale,overall market capacity grows larger accordingly against the fact that internet dividends have been added with upgrades of consumption.As for L company who has operated in IELTS training industry,it should place more weight on an expansion of student enrollme nt and improvement of company benefits.In response to the above-mentioned issues,the dissertation takes IELTS training curriculum as example to sort out series of issues.Based on PEST and SWOT analysis,it is found that IELTS training sector has a grea t market prospect under the joint efforts by product,academic and operation team.In the light of the afore-mentioned content,AARRR model is also applied to disclose the issues which have existed in IELTS training curriculum of L company in terms of customer acquisition,activation,retention,revenue and referral.Cluster analysis and questionnaire are applied to help put forth a serial of concrete and feasible optimized marketing strategies and mechanism down-to-the-earth.In the study,355 valid questionnaires are collected with a method of questionnaire survey.The major issues of the company IELTS training curriculum are as below:(1)inaccurate customer portraits;(2)insufficient attention on customer activation;(3)unsatisfiable revenue;(4)less exposure and referral.Based on the afore-mentioned reasons,the dissertation makes systematic optimization in the aspects of customer acquisition,customer activation,revenue and referral,and brings forth the following strategies: a.Set up customer por traits grouped with a score of 6 points and below and a score of 6.5 points and above;b.Improve curriculum content and create product portfolio;c.Increase after-study service;d.Adjust price standards and promotion standards;e.Optimize digital marke ting platform and encourage information sharing.Meanwhile,the company should optimize the organizational structure and provide supports on human resources,software and hardware sections.The dissertation reveals that AARRR model is not limited into the Internet industry but widely applicable to IELTS training industry.By means of customer acquisition,activation,retention,revenue and referral,a series of optimized marketing strategy could be adopted to help L company IELTS training curriculum to stand out among peers in this increasingly competitiv e industry.Meanwhile,it will be conducive to numerous students to acquire expected IELTS score,improve comprehensive English skill and create great social benefits.