Research On Marketing Strategy Of Shenyang USSE Project

The quality-oriented education has been implemented in China for 30 years.In this period the morality,ideology,cultural,technology,labor skills,mentality and physiology quality of the whole people has raised obviously.But the college entrance examination and other eleven-plus may change the destiny of students.The conventional class has laid a foundation of intellectual for students.But the instruction after class has already been the crucial means which can raise the scores in examination.Today the modality of extra tutoring has changed from instruction after class to higher school guidance and one-to-one education.All of these transformations are for the service of college entrance examination and other eleven-plus.The U-can Secondary School Education(USSE)of New Oriental can customize curriculum for students which has get speak highly from students and patriarchs.Many education institutions have carried out analogous course for the reason above.In the face of drastic market compete,how to maintain the market shares and make the brand in the front rank is an important issue to be solved for USSE.With the USSE as the object of this study,the paper discusses the marketing practices of USSE project combining the classical theory of marketing and studies on domestic educational and training market and the economic developing situation of Shenyang.The paper reviews four relative theories in this area.It points out the policy,economic and market environment where the project placed in.It strips out the facts constrain the development of the project.It points out that the project should adopt the S/O strategy for production marketing.It classifies the productions on the project product line by using the theory of the Boston matrix and points out the priority improvement by using the theory of QFD.It determines the marketing strategy by using the theory of AHP and designs the scheme of production,price,channel and promotion strategy by using the theory of 4Ps.At last,it puts forward the proposal of the implementation and guarantee for the project.