The Research On Improving The Marketing Strategies Of Changsha New Oriental School

Changsha New Oriental School is one of the subsidiaries of New Oriental Education & Technology Group, which was founded in May 2005, and becoming the leading school of education training industry in Hunan Province for 10 years. Due to the low barriers for private enterprises to entry Changsha education training market and the high profit space, combined with the boom of nation-wide entrepreneurship, a large number of private enterprises and foreign-invested enterprises poured into the market, then competition becomes increasingly fierce and white-hot. Changsha New Oriental School has been aware of that the current marketing strategies has been difficult to adapt to the external environment. If not solve the existing problems timely, Changsha New Oriental School will fall into the crisis of losing competitive advantage.The paper takes Changsha New Oriental School's marketing strategies as the research object, by using literature research and questionnaire survey method to dig the service marketing strategy for training industry in-depth, and proposes some jsuggestions on the marketing strategy for Changsha New Oriental School. Firstly, find out the strategic direction of Changsha New Oriental School by using SWOT analysis as it concluded the external opportunities and challenges, the internal advantages and disadvantages by analyzing its external environment, competition environment and internal resources. Secondly, choose the STP theory, which uses market segmentation, target market selection and market positioning to find out the suitable improvement on service marketing theory, which includes product strategy, price strategy, place strategy, promotion strategy, people strategy, physical evidence strategy and process strategy. Finally, takes early, middle and late control and establishes the guarantee of organization, resources and culture, which provide strong guarantee for the improved marketing strategies.The paper aims to help Changsha New Oriental School to better conduct its marketing activities, improves the efficiency of marketing, keeps competition advantages and enlarges its market share.It also provides certain references value for other companies to further improve marketing strategies.