摘 要

少儿英语培训行业发展至今已经非常成熟，市场竞争也异常激烈。随着中国经济的快速发展和人们对教育越来越重视以及“二胎政策”的放开，少儿英语培训市场有着广阔的发展前景。少儿英语培训行业内的培训公司都希望能抓住发展的机遇，使公司占有更多的市场占有率。同时，由于多媒体技术的发展和移动终端的普及使线上教学成为可能，线上教学的冲击严重影响了少儿英语培训行业的发展。在复杂的市场环境下，DG公司应该如何开展符合自身特点的市场营销，如何在市场营销中保持核心竞争力，如何在激烈的市场竞争中使学生及家长忠诚于DG公司，提高DG公司的市场占有率，扩大DG公司的品牌影响力。

本文的研究对象是DG公司，介绍了DG公司的基本情况，目前的主要产品和业务现状，找出了DG公司当前存在的主要问题。本文运用PEST模型分析了DG公司所面临的政治环境、经济环境、社会环境、技术环境；运用波特五力模型分析了DG公司所面临的行业竞争力量。通过运用SWOT模型分析了DG公司所面临的内部优势、劣势和外部机会与威胁，得出了DG公司应采用SO战略：依靠自身优势，抓住机会。然后以STP理论为工具，通过市场调研分析，为DG公司确定了市场定位。最后运用4V营销理论，从差异化、功能化、附加价值、共鸣四个方面对DG公司的营销策略进行了详细的研究与分析。

本文研究认为，DG公司应该聚焦于高端少儿英语培训市场，应选择3-12岁年龄段的孩子，同时家庭条件较好的顾客作为目标顾客群体，为其提供一流的课程与服务质量。依照4V营销理论的四个方面，以差异化的产品、差异化的客户服务、差异化分销渠道作为公司的核心竞争优势，以技术创新、服务创新、营销创新、品牌创新提供附加价值，进而获得双方价值需求的共鸣。按照4V营销理论指导DG公司营销策略的制定和执行，解决DG公司现有问题，提高DG公司市场占用率，使其保持平稳增长。

ABSTRACT

The development of children’s English  training industry has been very mature, and the market competition is also extremely fierce. With the rapid development of china’s economy, people pay more and more attention to education and the opening of the “two child policy”, the market scale of children’s English training market is still showing a situation growth momentum. At home and abroad, every children’s training company is actively coping with the situation ,hoping to adapt to the situation, seize the opportunity and develop. At the same time, due to the impact of online teaching and multimedia teaching, children’s English training industry has been greatly affected and faced with many challenges. In the face of the ever-changing domestic market  environment and fierce industry competition, how should DG company carry out marketing in line with its own characteristics, how to maintain the core competitiveness in marketing, how to make students and parents loyal to DG company in the fierce market  competition, improve the market share of DG company and expand the brand in influence of DG company.

Based on the current situation of DG company, this paper introduces the current situation of DG company, and finds out the existing problems. This paper uses PEST model to analyze the political environment ,economic environment faced by DG company, and uses porter’s five forces model to analyze the industry competitiveness faced by  DG company .By useing SWOT model, this paper analyzes the internal strengths, weakness, external opportunities and threats faced by DG company, and concludes that DG company should adopt the strategy: relying on its own strengths and seizing opportunities. Then with STP theory as a tool ,through market research and analysis, the market positioning for DG company is determined. Finally, using 4V  marketing theory, this paper analyzes DG company from four aspects: differentiation, functionalization, added value and resonance of DG company’s marketing strategy is studied and analyzed in detail.

This paper argues that DG company should focus on the high-end children’s training market, and should choose children aged 3-12 years old and customers with good family conditions as the target group to provide first-class courses and service quality. According to the four aspects of 4V marketing theory, the company takes differentiated products,  differentiated customer service and differentiated customer distribution channels as its core competitive advantages, and provides added value with technological innovation, so as to obtain the resonance of both sides’ value needs. According to the 4V marketing theory to guide the development and implementation of DG company marketing strategy, solve the existing problems of DG company , improve the market share of DG company, and make it maintain stable growth.