Abstract:Before the year 2,000, it had been rolling an insuperable storm in Business English training, such as the BEC, LCCI training programs and other foreign brand organizations like Wall Street, Dell, EF (English First), which were especially popular among white-collar workers of all ages. But recently, with the fading of popularity of Business English training, some of the Business English training institutions are going bankrupt. Others are seeking transfers due to poor efficiency. How can these situations happen? Can it be solved? The purpose of this paper is to overview and evaluate the current situation and development of Business English training market in China.
Key word：Business English；Connotation；necessity；Training；R and D；Marketing
By-product； Experiential Marketing
中文摘要:引——2000年前，商务英语是培训市场上的“新贵”，凭着BEC、LCCI等洋培训项目及华尔街、戴尔、英孚等品牌机构，红极一时，尤其受到白领的青睐。可近几年来，商务英语风头渐弱，行情低迷,一些颇有名气的商务英语培训机构宣布关门，还有一些商务英语培训机构因效益不佳正寻求转让,招生情况也大不如从前。那么，商务英语培训为何会由热转冷？本文针对目前商务英语培训市场的现状,分析了商务英语培训存在的问题,通过个人见解,结合市场营销学的理论对商务英语培训的市场营销环境,营销策略进行了分析,并论述了现代营销理念在商务英语培训市场营销中的运用,评估商务英语培训市场在中国未来的走势及其未来市场价值.
关键词：商务英语； 内涵； 必要性； 培训； 研发； 市场副产品； 体验营销
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