Marketing Strategy Research Of New Oriental Education

Under the background of economic globalization,China's private education system has developed rapidly since the 90 s of last century.Today,private education has become an integral part of China's education.On the other hand,the urgency of the language learning,the pursuit of practicality and rationality of the students in the society,the in-service staff,and so on,make the English training market in the rapid development at the same time,more standardized.New Oriental Education & Technology Group Limited(NYSE: EDU)is an outstanding representative of privately run education and training industry self innovation in China,from twenty or thirty at the beginning of the establishment of the students gradually grow to become the national leading training institutions,and a pioneer in China's education training enterprises listed overseas.Although New Oriental is the leader of China's training industry,the same is facing many problems.This paper takes Shenzhen New Oriental XX school as a case study,from theory to practice,analyses the environment,market segmentation and positioning of Shenzhen New Oriental School XX marketing and the existing marketing strategy,and put forward suggestions to adjust the marketing strategy,in this order to study.First of all,the paper analyzes the marketing environment of Shenzhen New Oriental XX school,and uses SWOT to analyze the current situation of the marketing advantages and disadvantages of Shenzhen New Oriental XX school.Secondly,through the analysis of the market demand,positioning and marketing strategy,find out the opportunities,challenges and problems of the New Oriental School XX in Shenzhen.Finally,according to the above research,the paper puts forward some suggestions on the adjustment of marketing strategy of Shenzhen New Oriental XX school.