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The consumers of this market are not only adults butalso students, especially most children.A lot of parents have become increasing demanding for their children’s Englishlearning and the investment enthusiasm to learning English is unabated. Faced withsuch a large English training needs, the various training institution followed. However,with so many choices, parents also worry about how to choose a good institution.1.2 Significance of This ThesisLanguage training is an educational product, but its nature is service, which isdifferent from other ordinary commodities. There are a lot of English traininginstitutions in the English training market of Suzhou, which is my hometown. Butthere are still a lot of deficiencies. If we use the marketing theory of 4ps to analysis,we can find out the marketing problems existing in the English training market inSuzhou. For example, most English training institutions have not an enough analysison the demand of customers. The market is not be subpided rationally. Also thepositioning of target market is not clear.
So these problems cause the traininginstitutions to provide customers with the service that is not in line with their needs.Personally in order to survive in such a market environment, it is necessary to have aneffective marketing model.I worked in an English training institution during the summer vacation. As far asI know, lots of English training institutions do not pay attention to the importance ofthe scientific nature of the curriculum design. Most English training courses are the continuation of the school education, which students don’t like it. Thus they are notable to enroll many students and the learning effect is also greatly reduced.In this paper, I will use the actual situation of Web English training company as acase study. Analyze its marketing mode and provide some marketing strategies whichis conducive to improving the company’s marketing share. Moreover, I will offersome suggestions on how to make the company grow stronger.1.3 Structure of This ThesisThe thesis consists of five parts. Chapter one mainly focuses on the researchbackground, the importance to analyze the marketing mode of English traininginstitutions. Chapter two is a literature review which consists of the predecessors’studies of English training institution and marketing mode. Chapter three makes aholistic analysis and problems existing on English training market, especially inSuzhou. Also, it offers an analysis on Web International English with SWOT theory.Chapter four discusses the market strategies. The last chapter summarizes the wholepaper.