Research On The Blue Ocean Market And Development Strategy Of Harbin New Oriental U-Can Secondary School

In the past ten years,the training market for middle school students in Harbin has been highly competitive and almost saturated.In addition to some well-known education brand institutions,such as New Oriental,EF Education,Giants Education,etc.,small and medium-sized and even individual after-school tutoring institutions have also occupied a certain market share.In order to attract more students and expand market share,these educational institutions employ conventional strategies such as hiring elite teachers at a high price,significantly reducing the price and selecting convenient places for classes.Harbin New Oriental U-Can Secondary School is in this bloody red sea of competition.In order to get rid of this competitive dilemma,the institution must adopt innovative means to explore new markets and stand out from the competition.Based on the theory of ‘blue ocean strategy',this paper analyzes the blue ocean market of Harbin New Oriental U-Can Secondary School,formulates the market expansion strategy for its blue ocean market,and finally summarizes the safeguard measures for the implementation of the market expansion strategy of Harbin New Oriental U-Can Secondary School.This paper first analyzes the current situation of Harbin New Oriental U-Can Secondary School and the blue sea market environment.The analysis found that Harbin New Oriental U-Can Secondary School should open up the blue sea market.And through the questionnaire,determined the blue sea market target of Harbin New Oriental U-Can Secondary School.Then,based on the general steps of the development of the blue ocean market,this paper puts forward the development strategies of the blue ocean market of Harbin New Oriental U-Can Secondary School.First,it describes the current strategic layout of the education industry of Harbin middle school students by analyzing the main value elements of the education industry.Secondly,four action frames are analyzed to identify the advantages and disadvantages in the development of Harbin New Oriental U-Can Secondary School.Thirdly,draw the frame coordinate grid of the four-step action of Harbin New Oriental U-Can Secondary School.Fourth,redraw the layout of the blue ocean market strategy of Harbin New Oriental U-Can Secondary School.Finally,it concludes that Harbin New Oriental U-Can Secondary School shouldcarry out online courses and set classes with different difficulty gradients to expand the blue ocean market strategy.Finally,the paper puts forward the safeguard measures for the implementation of the market expansion strategy of Harbin New Oriental U-Can Secondary School,including brand and enterprise culture safeguard,personnel safeguard,research and development safeguard and marketing safeguard.Online courses,an innovative market expansion strategy,can enable Harbin New Oriental U-Can Secondary School to break the original market boundaries,create new demands,create a differentiated and low-cost parallel teaching model,and realize value innovation.It can lead Harbin New Oriental U-Can Secondary School out of the red sea competition,and enter the education industry without competitive pressure in the blue sea.