The Study Of Product Marketing Strategies For New Oriental Education & Technology Group

With the rapid development of market-oriented economy and privately owned education institutions, education and training has shown its promising prospects in the near future. Meanwhile, the aggravatingly fierce competition of the market, however, is testing every single education and training institution for its adaptability. China is in need of such education and training institutions that are adaptive to the need of the local market and at the same time the need of their own development as well. And education and training institutions, in turn, are well acknowledged of their target-defeat their competitors and win more customers.New Oriental Education and Technology Group is the most prominent education and training institution in China. Its 18-year history, in itself, is a textbook on how to succeed in the competitive education and training market in China. This thesis analyzes its sales of courses and its disadvantages at the moment from the sales perspective.The thesis consists of six chapters.Chapter 1 and 2 mainly concern the purpose of writing, the career background, and the basics of the enterprise, and perform a brief introduction to sales of education and training products.Chapter 3 mainly concerns analysis of successful New Oriental sales strategies and summarizes applications of other sales strategies.Chapter 4 analyzes the 4 problems occurred in New Oriental sales strategies:lack of diversity in products, lack of standard in product quality control, lack of up-to-date equipments, and lack of online sales strategies.Chapter 5, based on theoretical analysis and practical experiences, offers possible solutions and improvement suggestions to New Oriental sales strategies.The last chapter draws conclusion from the study and points out possible flaws that may occur in the thesis.The thesis points out that New Oriental should develop from profiting solely from test-based courses to a comprehensive training institution with diversified types of courses. Meanwhile, New Oriental should also change its reputation gaining process from teacher-based to quality-and standard-based. And the enterprise should make full use of diversified means of sales strategies as well.Education and training products are important derivatives of education and training institutions, and researches into the sales of such products help an institution improve its competitiveness and promote its sustainability as well. That is, in the long run, promoting rational distribution and flow of education resource under the circumstance of market-oriented economy, ameliorating education environment, standardizing education market and boosting social benefits.