Research On Marketing Strategy Of Xi’an New Oriental K12 Training

Xi’an New Oriental School was established on November 26,2002.As a local branch of New Oriental Education and Technology Group,a direct-operating subsidiary,Xi’an New Oriental School has been a leader in Xi’an’s education training industry for 17 years.On the one hand,with the emergence of more and more educational institutions in the market,competition is becoming fiercer,and on the other hand,the homogeneity of the products provided by educational institutions is becoming increasingly serious.The marketing strategy of K12 training in Xi’an New Oriental School failed to keep up with the time’s change and caused many problems.If we cannot adjust and change in time,it may face the crisis of losing its current advantages.This article takes Xi’an New Oriental K12 training marketing strategy as the research object,analyzing the current situation of domestic and foreign research,marketing theories and the current situation,problems and causes of Xi’an New Oriental K12 training marketing by questionnaire survey method and case analysis method.Then,through the industry macro environment analysis(PEST),enterprise micro environment analysis(five force model),market demand and customer behavior analysis,this article determines the basic situations of the current marketing advantages and disadvantages of Xi’an New Oriental K12 training market,finding out the opportunities,challenges and existing problems of Xi’an New Oriental K12 training market.At the same time,this article puts forward corresponding adjustment suggestions and relevant guarantee measures for Xi’an New Oriental K12 training marketing.The theoretical significance of the research in this article is reflected in its contribution to improving the marketing strategy of the training industry,and its practical significance is in its ability to directly assist Xi’an New Oriental K12 training market to improve its marketing strategy.I hope that I can get some ideas and inspirations from the research in this article,continuously learning lessons in future competition,constantly optimizing marketing strategies to adapt to increasingly fierce market competition and maintain its leading position in the training market.