business-with-marketing英文教材-毕业论文.doc

Business with Marketing Report of HND Grade Unit 2
Contents
Summary-------------------------------------------------------------------------------------------------3
1. Introduction-------------------------------------------------------------------------------------------3
2. Planning-----------------------------------------------------------------------------------------------3
2.1 The Service Strategy of the Global IELTS Training School------------------------------3
2.2 Research Objectives----------------------------------------------------------------------------3
2.2.1 The Types of Products-------------------------------------------------------------------3
2.2.2 The Service of the Corporation---------------------------------------------------------4
2.2.3 The Quality of the Service--------------------------------------------------------------4
2.3 Users of the Report------------------------------------------------------------------------------4
2.3.1 The Managers of the Corporation------------------------------------------------------4
2.3.2 The Customers of the Corporation-----------------------------------------------------4
2.4 Reasons for the Topic---------------------------------------------------------------------------4
2.5 Reasons for the Company----------------------------------------------------------------------5
2.6 Information Sources----------------------------------------------------------------------------5
2.6.1 The Secondary Information Source----------------------------------------------------5
2.6.2 The Primary Information Source-------------------------------------------------------5
2.7 Market Research Methods---------------------------------------------------------------------6
2.7.1 Secondary Research----------------------------------------------------------------------6
2.7.2 Primary Research-------------------------------------------------------------------------6
2.8 Theory Criteria----------------------------------------------------------------------------------7
2.8.1 Market Mix--------------------------------------------------------------------------------7
2.8.2 Product Life Cycle-----------------------------------------------------------------------7
2.8.3 Market Positioning-----------------------------------------------------------------------7
2.8.4 Target Market-----------------------------------------------------------------------------7
2.8.5 Promotion----------------------------------------------------------------------------------7
2.9 Timescale-----------------------------------------------------------------------------------------9
2.10 Group Division---------------------------------------------------------------------------------9
2.11 Materials----------------------------------------------------------------------------------------9
3. Developing------------------------------------------------------------------------------------------10
3.1 The Current Situation of China’s English Training Market-----------------------------10
3.1.1 The Situation of the Market and the Global IELTS’s Position-------------------10
3.1.2 The Analysis of degree of Satisfaction Questionnaires----------------------------11
3.2 The Service Strategy of the Global IELTS Training School-----------------------------23
3.2.1 The Training Items----------------------------------------------------------------------24
3.2.2 The Price Strategy----------------------------------------------------------------------25
3.2.3 The Cooperation Strategy-------------------------------------------------------------26
3.2.4 The Training Flow of the Global IELTS Training School------------------------27
3.2.5 Staff Training Management-----------------------------------------------------------29
3.2.6 The Site Selection of the Global IELTS Training School-------------------------31
3.2.7 Teaching Facilities----------------------------------------------------------------------33
3.3 The Evaluation of the Strategies-------------------------------------------------------------37
3.3.1 The Evaluation of the Training Items------------------------------------------------37
3.3.2 The Evaluation of the Price Strategy-------------------------------------------------39
3.3.3 The Evaluation of the Cooperation Strategy----------------------------------------40
3.3.4 The Evaluation of the Training Flow------------------------------------------------40
3.3.5 The Evaluation of the Staff Training Management--------------------------------41
3.3.6 The Evaluation of the Site Selection of the Training School---------------------41
3.3.7 The Evaluation of the Facilities-------------------------------------------------------42
4. Evaluation-------------------------------------------------------------------------------------------43
4.1 Evaluation on the Research Objectives---------------------------------------------------43
4.1.1 The Objectives of the Reserch--------------------------------------------------------43
4.1.2 The Service of the Training School---------------------------------------------------43
4.1.3 The Service Quality---------------------------------------------------------------------43
4.1.4 Theory------------------------------------------------------------------------------------43
4.2 Evaluation on Developing-------------------------------------------------------------------43
4.2.1 Users--------------------------------------------------------------------------------------43
4.2.2 Research Methods-----------------------------------------------------------------------44
4.2.3 Information Sources--------------------------------------------------------------------44
4.2.4 Developing Structure-------------------------------------------------------------------45
4.2.5 Time Budget Resources----------------------------------------------------------------45
4.3 Evaluation on the Weakness and Strength of the Report-------------------------------45
4.4 Experiences-----------------------------------------------------------------------------------45
5. Conclusions and Recommendations-------------------------------------------------------------47
6. References-------------------------------------------------------------------------------------------48
7. Appendices------------------------------------------------------------------------------------------50
7.1 The Introduction of the Global IELTS Training School----------------------------------50
7.2 The Annual Report of the Global IELTS Training School-------------------------------51
7.3 The Advertisement of the Global IELTS Training School-------------------------------52
7.4 The Photos of the Inner Facilities-----------------------------------------------------------53
7.5 Questionnaires----------------------------------------------------------------------------------55
8. Acknowledgement---------------------------------------------------------------------------------57

Summary
This report mainly introduce the current situation of China’s English language training market, the satisfaction of the Global IELTS Training School’s customers, the service strategies of the training school and the efficiency.

1. Introduction
In this report, the researchers mainly analyzed the current situation of the English training market in China, the degree of satisfaction of the customers aim at the service provided by the Global IELTS Training School, the strategies they are carrying out to attract more customers and make more profits and the efficiency of the strategies. According to the report, the managers of the Global IELTS Training School can keep and develop thier advantages and do some corrections on their disadvantages in order to make the corporation operate better.

2. Planning
2.1 The Service Strategy of Global IELTS Training School
In this report, the researchers will choose the Global IELTS Training School as the object of study. In the recent years, with the improvement of the incomes in many families, there is an increasing number of students want to study abroad. However, before they go abroad, they must attend a language test such as TOFEL or IELTS, and in order to get a good mark in these tests, many student choose to take part in a training in some language schools. This trend also makes the training schools become more and more famous, such as the New Oriental Language School and the Global IELTS Training School. So the service of the Global IELTS Training School is worth to be researched.

2.2 Research Objectives
2.2.1 The Types of Product
There are a great number of products in the Global IELTS Training School, this is an educate corporation, so their products are the courses aim at different students. In fact, they have many kinds of training class, for example, they have IELTS training classes, TOFEL training classes and many other kinds of foreign language test training classes. As a result, they can meet the need of different kinds of customers.

2.2.2 The Service of the corporation
The researcher will choose the service situation of the Global IELTS Training School as the second objective, and will analysis the current situation of the training school’s service and give some suggestions to make them have a higher quality service.

2.2.3 The Quality of the Services
The researchers choose the quality of their service as the third objective, and according to analyze the service quality of the training school, telling them the disadvantages of their service, after they do some corrections, their quality of service will be improved.

2.3 Users of the Report
2.3.1 The Managers of the Corporation
By reading this report, the managers of the training school can get to know the actual situation of their corporation, understanding what problems his company has, they can know the operational situation, the financial situation and some other useful information. Based on this report, the managers can do some corrections aim at the disadvantages of the training school and make it has a better development.

2.3.2 The Customers of the Corporation
As a English training school, the Global IELTS always have a large numbers of customers every year especially in summer or winter holidays. Before they decide to enter this school to study, they must want to know the current situation of this school, for example, they can know the enrollment scale, the characteristics of the classes and the intelligence of the teachers, so this report will be one of the good materials.

2.4 Reasons For the Topic
The service strategy is a series of corporation management and marketing methods that can research the company’s service, it includes the 7ps which means product, price, promotion, place, process, physical evidence and people.

The Global IELTS Training School was established in 1997, after 15 years, this school becomes more and more popular, it also has a large number of successful students, they got a high point in the IELTS test and went to popular foreign universities to study. So this topic is worth to research.

2.5 Reasons For the Company
The Global IELTS Training School has a history of 15 years since it was built in 1997, these years, it is more and more popular in Wuhan and even in the whole China, and the researcher was also one of their customers, he is familiar with the situation of this training school, so he choose this company.

2.6 Information Sources
2.6.1 Secondary Information Sources
Secondary information means the information which already has been gathered, so they can be used directly. The advantage of secondary information is that it is easier to be collected and it is not expensive. Therefore it is common to use the secondary information as a base in a research and then compliment it with primary information.

(1) Networks
In the present-day society, the Internet technology is more and more advanced, as a result, people can get the information they want easily, and the cost is very low. The researches can get to know the basic information from the official network of the Global IELTS Training School.

(2) Library
Library is another important source of information besides the Internet, and the researchers can find some relevant books more easily.

(3) Magazines
The cost of magazines is very low, and the information is extensive, a great number of positive information can be found in magazines.

2.6.2 Primary Information Sources
http://www.lib.umd.edu/tl/guides/primary-sources
(1) Questionnaire
Questionnaire is a very direct and efficient method to know some information; the managers of the corporation can collect and arrange the information, they can know the need of their customers and the problems that exists in their organization, so they can take measures to solve the problems.

The researches can collect the customers’ needs and their opinions to the Global IELTS Training School, on the other hands, they can also get to know the customers’ satisfaction, their sex proportion and the age structure.

(2) Observations
The researcher can arrive at the classrooms of the school and do some field investigation and obtain some direct materials such as pictures in the school, these materials can be important to the report.

2.7 Market Research Methods
2.7.1 Secondary Research
(1) Collecting information from the Internet
The researcher is going to collect the useful information from the official network of the Global IELTS Training School and other websites. From the websites people can know the basic introduction of the Global IELTS Training School, the relevant class information and so on.

(2) Collecting information from the brochures(小册子)
The researcher is going to receive some brochures from the Global IELTS Training School and get some essential information such as the faculty of the school, the teaching environment of the school and the different types of the training classes.

2.7.2 Primary Research
(1) Questionnaire
The researcher is going to give away at least 50 questionnaires aim at the customers of the Global IELTS Training School, after they finish filling them, the researcher will recover all of the questionnaires and choose the effective ones as the essential material of the report, and these questionnaires should be pre-test first, which means they should be given away in a small range first and test the effect of them before giving to the customers normally.

(2) Observation
The researcher will go to the Global IELTS Training School and take some photos of the inner facilities of the school as the