New Oriental Online Certification Training Brand Extension Strategy Research

In recent years,the rapid development of Internet information technology and the increasing degree of attention to accelerate the forming and development of online education industry of education,but also intensified the rapid evolution of online education industry.On the one hand,with the market competition intensified,new oriental faces more and more competition,the market space is getting smaller,in order to realize the sustainable development in the long-term,we must accelerate the development of new markets,to seize the new field.In order to avoid the risk of opening up new markets,New Oriental through the integration of existing brand assets,the use of their own accumulation of high quality brand value of the brand extension to become the best development strategy.According to the present our country occupation certification training market development of broad market and development potential,how to help the New Oriental brand to grasp the market positioning in the occupation certification field,explore the brand extension strategy and new product brand success path,this is the new problem to be solved,and this paper focuses on the research of.Firstly,this paper expounds the basic concept of brand extension and the relevant theoretical research,the definition of brand,brand extension of the definition and theory of system analysis,and harm to extend important value of brand extension and improper brand brought one by one introduction and analysis of scholars for the theoretical research of brand extension success in other industries case summary on success factors.Then,through PEST analysis and five forces analysis method for China's online certification training industry competition situation and the overall market competition environment are analyzed in detail,through investigation and questionnaire interviews that the character there are many problems in the development of New Oriental online training,further analysis of the background and reasons of brand new Oriental brand extension,combined with the analysis of New Oriental brand extension basic feasibility conditions,explore SWOT analysis and brand extension mode of New Oriental online certification training brand extension.Based on the above,put forward the implementation strategy of New Oriental online certification from the market positioning of brand extension,brand extension,new product and original brand association strategy,brand extension and customer relationship strategy is expounded the specific implementation plan of New Oriental brand extension,and put forward the marketing suggestions on brand extension of the brand management and new products.Finally the conclusion of this paper:the combination of market opportunities and the challenges of the New Oriental should integrate their own brand,system resources,the level of extension and vertical extension of the way of speeding up the brand extension in the implementation process,we must firmly grasp the Lenovo brand strategy,brand extension market clear direction,to avoid blind expansion;at the same time to improve different extension products and services,improve the innovation ability,enhance the positive effect of brand extension,maintenance and observation of strengthen the customer relationship,the foundation of user feedback and timely adjustment of strategies,which extends deep into the inner product users,optimize the effect of brand extension.In this paper,New Oriental online certification training brand extension as a case study,the combination of Chinese and foreign scholars on the theory of brand extension is analyzed and summarized,hoping to have some implications for the development of online education industry,also hope that some of the research results of this paper to other industries or sectors play a certain reference and guiding role.