Study On The Transformation Of CD English’s Marketing Strategy Based Upon ’Internet Plus’

Founded in 2017,CD English is a newly-born institution focusing on New Concept English,Cambridge IELTS Preps small classes and IELTS 1V1 VIPs.Faced with the advent of the pandemic and the‘double-minus’policy,CD was trapped in a quandary.A transformation of its marketing strategy is needed.The 21^stcentury is the era of the Internet.The rapid development of the Internet has given birth to a series of new economies and has profoundly influenced small enterprises’strategic factors such as market positioning,brand advertising and product upgrading.This thesis intends to adopt PESTEL model,STP theory,IMC theory and 4V model and apply literature reading,questionnaires and interviews to provide a comprehensive study.The thesis studies CD English’s marketing ideas,strategies and means both online and offline,as well as its product design.Afterwards it discusses the successful implementation of former designed strategies.This paper focuses on the CD English’s marketing strategy based on‘Internet plus,’which is not only of practical significance to the institution’s survival and development but also of great help to those English training institutions in transformation period as both case study and paradigm.The thesis includes six chapters.They are Introduction,Methodology,An analysis of the marketing status quo of CD English,A design of CD English’s marketing strategy based upon‘Internet plus,’Measures to guarantee the implementation of the transformed strategies,and The conclusion and forecast.Through an in-depth survey and analysis,the author finds four shortcomings of CD English’s marketing at present.First,its market positioning is unclear,and CD needs to ascertain its targeted clients.Second,it relies heavily on traditional publicity but overlooks the integration of offline and online channels.Third,its products suffer from homogeneity and could hardly cater to clients with special learning needs.Fourth,its prices are relatively high while its promotion is not effective enough.To tackle the above-mentioned problems,the following optimal and transforming methods are put forward.First,market segmentation and client-oriented service should be ameliorated.Second,the brand’s influence and clients’loyalty should be enhanced via publicity both offline and online.Third,the product structure should be optimized according to its related analysis.Fourth,its prices should be more reasonable.Small-sized classes should be added to 1 on 1tutoring so as to create a win-win situation between CD English and its clients.