我国少儿英语培训机构营销研究——以英孚教育为例【摘要】中国作为世界上人口总量排名第一的最大非英语国家，已经在世界舞台上扮演了举足轻重的角色，发挥着重要的作用。随着国际交流日益频繁和密切，如何提高英语水平于这个国家的人民而言显得尤为重要。近几年，英语教育培训呈现出旺盛的现象，随着中国的快速发展，高收入群体快速增多，以及 80、90 后父母受教育程度的提高，家长更加意识到早期教育的重要性，越来越重视孩子在少儿时期英语的教育，从而催生出来一个新的行业领域——少儿英语教育培训行业。近几年，我国少儿英语培训机构如雨后春笋般地成长起来，但伴随而来的市场问题也不容小觑。本文以英孚教育为例，针对我国少儿英语培训市场存在的问题提出相关对策，以期对少儿英语培训机构今后的发展提供一定的思考，同时对少儿英语培训机构们在产品、定价和整合营销传播上带来了一些借鉴参考意义。【关键词】少儿英语培训；英孚教育；营销策略Marketing research of children's English training institutions — a case study of EF education first[Abstract] As the largest non-english-speaking country with the largest population in the world, China has played an important role on the world stage. With the increasing frequency and closeness of international communication, how to improve English is of great importance to the people of this country. In recent years, English education training presents a scene of prosperity, with the rapid development of China, the high income group increased quickly, and after 80, 90 parents by the improvement of education degree, more aware of the importance of early education, parents pay more and more attention to children in children's English education, and created a new business areas, children's English education and training industry. In recent years, China's children's English training institutions like bamboo shoots after a spring rain to grow up, but the accompanying market problems can not be underestimated. Taking ef education first a...
