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AbstractNowadays in China, the foreign language training market has been full with somany training centers appearing in the society. Meanwhile, the English traininginstitutions remain many problems on business model, management, marketingstrategy and strategy application. The study of the marketing mode of foreignlanguage training institution can make a clear understanding of the English trainingmarket and provide a reference for the implementation of marketing strategy. So thispaper will take Web English for example to analyze the influence of the marketingmode of English training institution on the development of it.Firstly, the macro-environment and micro-environment of the training marketwill be analyzed , which shows that the market has two problems. One is that supplyand demand structure needs to be adjusted, and the other is the market being chaotic.Then, this thesis analyzes the marketing mode of Web English mainly from the aspectof SWOT theory and 4ps marketing strategies. Based on the analysis of thecharacteristics of its current marketing mode , the author proposes some strategies tofurther enhance its marketing mode. Finally, the conclusion will be got that traininginstitutions need to choose proper marketing mode and adjust marketing strategiesconstantly according to the change of the market.41975
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KeyWords: English language training Marketing ModeSWOT analysis Marketing strategy
摘要目前，随着大批培训中心的出现,外语培训市场已经处于饱和状态。同时，英语培训机构在经营模式，管理运营，营销模式及策略运用等方面尚存在诸多问题。对外语培训机构营销模式的研究可以对外语培训市场做出清晰的认识，并且为营销策略的实施提供参考。 因而本文将以韦博英语为例研究外语培训机构的营销模式对培训机构发展的影响。首先，本文从分析培训市场的微观和宏观环境入手，总结出培训市场存在两个问题，一是供需结构不均衡，二是市场很混乱。其次，从SWOT 理论和4p 营销策略方面分析韦博的营销模式，在它目前营销模式的特点的分析基础上，提出进一步提升其营销模式的策略。最后，得出外语培训机构要确立合适的营销模式，并不断根据市场变化调整营销策略才能发展壮大的结论。关键词：外语培训 营销模式 SWOT分析 营销策略
Contents
Abstract.i
摘要ii
Chapter One Introduction.1
1.1 Background of This Thesis.1
1.2 Significance of This Thesis.2
1.3 Structure of This Thesis3
Chapter Two Literature Review3
2.1 Relevant Studies on Foreign Language Institution3
2.2 Relevant Studies on Marketing Mode.4
Chapter Three Methodology.5
3.1 The Analysis of Micro-environment5
3.1.1 The Political Factor.5
3.1.2 The Economic Factor.6
3.1.3 The Social Factor.6
3.2 The Analysis of Micro-environment6
3.2.1 The Current Situation of English Training Market.7
3.2.2 Problems in the English Training Market.7
3.3 SWOT Analysis ofWeb English Training Company.8
3.3.1 Strengths8
3.3.2Weaknesses8
3.3.3 Opportunities.9
3.3.4 Threats.10
Chapter four Discussion and Implementation of 4P Marketing Strategy in Web
International English10
4.1 4P Marketing Strategy.10
4.1.1 Product Strategy.11
4.1.2 Price Strategy.11
4.1.3 Place Strategy12
4.1.4 Promotion Strategy13
4.2 Implementation of Safeguard Measure for Marketing Strategy.14
Chapter five Conclusion.15
Reference17
Analysis on The Marketing Mode of Domestic ForeignLanguage Training Institution--Taking Web InternationalEnglish as an ExampleChapter One Introduction1.1 Background of This ThesisAs we all know, English, as an international language with highest recognition,has occupied an quite important position in the era of economic globalization andinformation integration. English is one of the main media of information exchangeand diffusion. People are increasingly aware of the importance of it. Except Englishspeaking countries, there are many non English speaking countries also attaches greatimportance to English education.China, as an important part of the world, has held several major internationalevents in recent years, such as the Olympic Games and financial summit. China hasimproved its international status in the world and had increasingly frequent exchangewith other countries. In this case, the country has set off a wave of learning English,and a variety of English training institution has sprung up which resulted in fiercemarket competition.According to the survey, in 2012, China’s English training market has reached atotal value of 15 million yuan, and the trend continues to grow. The consist of Englishtraining institution is various. There are established by universities, or government agencies and invested by private.