Research On Competition Strategy Of Changchun New Oriental School

After the reform and open-up policy, people began to attach more importance toeducation, accompanying the improving of income standard, thus, the investment oneducation is increasing at the same time. Under the influence of such a background,people also pay much attention to private education, a sort of education which can notbe ignored. New Oriental Education and Technology Group took use of such anopportunity and built the company in1993. Changchun New Oriental School is thebranch school of the group, which is built to extend the income in Northeast area in2005. The school grew from the simple training in2005to comprehensive educationsystems, including teenagers’ education, primary and secondary education, collegeexam training as well as other oral English training. Meanwhile, the training market inChangchun is expanding, which stimulates the competition in this city and such acompetition raises higher requirements for the development of Changchun NewOriental School. The school should explore more external and internal resourcesdepending on the brand power. Moreover, it should integrate available resources,expanding the market share in Changchun even in Jilin Province in order to increaseoverall revenue and profit and keep on the top rank in the training market.This essay, initially, introduces the general situation and development and NewOriental Education and Technology Group and Changchun New Oriental School.Furthermore, the essay also introduces the status quo of training market throughinvestigation analysis and then points out the ensuing problems and the reasonsleading to them. What’s more, on the basis of analyzing such issues, the essay detailsthe micro and industrial environment faced by Changchun New Oriental School, withSWOT analysis and specific internal environment it also clarifies the teachingadvantages, brand advantages and resources advantages. On the other hand,objectively, the essay shows the reasonable strategic aim and correspond strategicchoice resorting to the school’s disadvantage, opportunity as well as threat. Last but not least, from all the perspectives of strategic levels, the essay gives specific humanresource developing system including teachers, management and promoting staff andso on, which will brings the enterprise core competition ability with more effectiveapproach to improve the structure of the school.The research conclusion of this article is to contribute to the development of Jilinprovince’s education and build the school as a famous training company ofChangchun City of Jilin province even to the three provinces in the northeast of China,Changchun New Oriental School should choose differentiation competitive strategy.In order to ensure the implementation of differentiation competitive strategy,Changchun New Oriental School should strengthen the construction of theorganizational structure, integration of internal resources as well as set up areasonable organization structure, strengthen the construction of teaching staff,broaden the professional channel and eventually to establish perfect corporate culture.