The Marketing Analysis
Training institution is a significant part in Chinese education system. A recent survey shows that, there is a 2,500 billion Yuan ($385 billion) in Chinese education market. Chinese saving surplus is already reached about 100,000 billion Yuan ($15,385 billion), including 10% education investment. Statistics show that forty five countries’ official language is English, there are 3% people in the world speaking English, about 75% TV shows are using English, 80% scientific and technical information is expressing in English, almost 100% software source code is written in English. We can see that English is so important for us. In the meantime, there are about three billion English learning groups and about 50,000 English training institutions. With the continuous deepening of China’s opening up, economic globalization, the successful hosting of 2008 Olympic Games and the 2010 Shanghai World Expo, which have a deep influence for the spread of English in China. Thus, English is no longer a language tool; the huge demand for English requires a wide range of supply in the market around the English language learning and use, have been formed a variety of economic behavior.
Public school founded English training institutions are using their own teacher resources more efficiently. This is the advantage for the institution. For example, The University of Shanxi builds their own brand by using their professors and other related resources efficiently to attract more learners. Because of the professor’s reputation, they have gained lots of learners to attend the English training courses.
Social media training institutions are mainly using Journalism and Mass Communication widely spread the English business. Forum and TV Shows are effective medium for Social Media training institutions to attract learners. The target of the Social Media training institutions is extensive and this kind of institution controls the transmissibility of English.