论国际英语培训机构在中国发展的营销策略-以华尔街英语为例_英语论文         

Marketing Strategies of International English Training Institutions in China —Taking Wall Street English (China) Training Center Co., Ltd as an Example  

摘要

在经济全球化背景下，英语作为世界通用语言，越来越受到人们的关注。基于这个事实，各类英语培训机构便如雨后春笋一般，发展势头很足。不仅仅是国内新老机构相互竞争，跨国性的英语培训机构也纷纷入驻中国。那么，在英语培训机构品牌竞争力如此激烈的情况下，国际英语培训机构是如何快速本土化，将国际品牌知名度打入中国的呢？

该课题以国际英语培训机构为研究对象，以创立于意大利的华尔街英语为例研究其营销策略。研究主要集中于以下两方面：常规营销策略和华尔街英语营销策略。其中常规营销策略是指各大小英语培训机构的常用营销策略，而华尔街英语营销策略是指华尔街英语特色化的服务营销策略，包括差异化产品策略、多元化品牌策略、差异化服务策略、价格策略、体验营销、电话营销、关系营销等。此次论文创新点在于对于华尔街英语营销策略——服务营销的研究。华尔街英语营销策略中也存在一些问题，例如产品、价格、渠道策略不足等。该课题旨在能通过分析华尔街英语的优势并且解决其营销策略的不足，来给广大中国本土英语培训机构的发展提供参考，营造一个良好的市场氛围。

关键词：国际英语培训机构  本土化  营销策略  华尔街英语

Abstract

Under the background of economic globalization, English, as a universal language, has received more and more attention. Based on this fact, all kinds of English training institutions have mushroomed with great momentum. The old and new institutions at home compete with each other and some transnational English training institutions also start and develop in China. So, with fierce competitiveness of different brands, how can International English training institutions achieve localization and bring their well-known international brands into China？ 

The research object of the project is International English training institutions. The thesis studies the marketing strategy of Wall Street English founded in Italy as an example. The research mainly focuses on the following two aspects: the conventional marketing strategy and marketing strategy of Wall Street English. The conventional marketing strategy refers to the common marketing strategy of varied sizes of English training institutions. Wall Street English marketing strategy refers to the distinctive service marketing strategy of Wall Street English，including differentiated products strategy, diversified brands strategy, differentiated service strategy, price strategy, experience marketing, telemarketing, relationship marketing, etc.. The innovative point of this thesis lies in the research on the marketing strategy of Wall Street English-- service marketing strategy. Of course, there are also some problems in Wall Street English marketing strategy, such as problems in product, price, channel strategy and so on. The purpose of this project is to provide a reference for the development of the domestic English training institutions in China, and to create a good market atmosphere through the analysis of the advantages and the solving of disadvantages of Wall Street English marketing strategies.

Key words: International English training institutions  localization  marketing strategy  Wall Street English

Contents

Chapter 1 Introduction 3

Chapter 2 Analysis of English Training Market in China 4

2.1 Environment and Demand Analysis of English Training Market 4

2.1.1 Political and Legal Environment 4

2.1.2 Economic Environment 4

2.1.3 Social and Cultural Environment 4

2.1.4 Technological Environment 4

2.2 Competitive Structure Analysis of English Training Market 5

2.2.1 Competition Main Body and Industry Environment Analysis of English Training Market 5

2.2.2 The Current Competition Situation and Problems of English Training Market 6

2.2.3 The Trends of English Training Market 6

2.3 Analysis on the Marketing Mode of English Training Market 6

2.3.1 Brand Marketing 6

2.3.2 Experience Marketing 6

2.3.3 Relationship Marketing 6

Chapter 3 Market Positioning Analysis of Wall Street English (China) 8

3.1 Basic Situation of Wall Street English 8

3.1.1 The Profile of Wall Street English 8

3.1.2 Introduction of Wall Street English Products 8

3.2 Market Positioning of Wall Street English 8

3.2.1 Wall Street English Positioning--- High-end English Training Market Leader 8

3.2.2 Brand Positioning of Wall Street English 9

3.3 Market Segmentation of Wall Street English (China) 9

Chapter 4 Conventional Marketing Strategies and Distinctive Service Marketing Strategy of Wall Street English (China) 10

4.1 Conventional Marketing Strategies of Domestic English Training Institutions 10

4.2 Characteristic Service Marketing Strategy of Wall Street English (China) 10

4.2.1 Product Strategy 10

4.2.2 Pricing Strategy 11

4.2.3 Regional Distribution Strategy 11

4.2.4 Promotion Strategy 12

4.2.5 Personnel Strategy 13

4.2.6 Physical Facility Strategy 13

4.2.7 Process Strategy 14

Chapter 5 Problems and Suggestions of Wall Street English Service Marketing Strategy 15

5.1 The Problems and Suggestions of Product Strategy 15

5.2 Problems and Suggestions of Price Strategy 15

5.3 Problems and Suggestions of Placing Strategy 15

Chapter 6 Conclusion 17

Acknowledgments 18

References 19