Research On Marketing Strategy Of Young Learners Department Of Nanjing New Oriental School

With the development of internationalization,there is no doubt that English has become one of the essential skills for modern people.With the popularization of high-quality education,English education for young learners has been attached more and more importance.The large number of demand for English learning makes English training institutions for young learners be built everywhere.The rapid development and proliferation also lead to some problems.Both of the scale and profit of Nanjing New Oriental young learners’ department stand on the top of Nanjing New Oriental School.The market from Grade one to Grade six of young learners marketing will be the research object of this thesis.Raising and analyzing the questions,Giving countermeasures and improvement.Based on the analysis of internal environment of Nanjing young learners marketing and competitor analysis,New Oriental School young learners department(NOS for short)internal environment analysis,this paper concludes the advantages,disadvantages,opportunities and threats of NOS.And through SWOT analysis,this thesis gets the corresponding strategy matching.With the "questionnaire survey method",this thesis investigates the customer satisfaction and customer demand in the training industry.With the "comparative analysis method",this thesis analyzes the advantages and disadvantages of competitors.According to the target market segmentation of NOS and the 4Ps theory,this thesis proposes the marketing strategies of Production,Price,Place and Promotion.Finally,by improving the awareness of teaching service and strengthening the management of internal marketing personnel,the implementation of marketing strategies is ensured.Based on the four traditional marketing strategies,the new media marketing and experiential marketing strategies were proposed.The main conclusions: 1.English training market for young learners developed smoothly.NOS should adopt the market strategy of "offline training as the main,online training as the supplement";2.Teaching products should be constantly updated and iterated to adapt to the development and the progress;3.Proposing new media marketing strategy and experiential marketing strategy on the basis of 4Ps theory.