The Optimization Of New Oriental Online Cost Management

At present,China’s online education industry has changed from high-speed development to high-quality development.Especially under the national "double reduction" policy,the survival of online education enterprises is more difficult.In the increasingly fierce market competition,if enterprises want to further improve their market competitiveness,they need to continuously optimize their own cost management.How online education enterprises use cost optimization to quickly adapt to national policies and ensure their competitive position is an important issue related to the survival of enterprises and the ecology of online education industry.New Oriental online is the leading enterprise of online education in China.Under the dual pressure of national double reduction policy and increasing market competition,how to continuously increase income,reduce costs and create higher profits is an urgent problem to be solved in front of the enterprise.After selects "New Oriental online" as the case object,uses Porter’s value chain theory,the thesis comprehensively analyzes the cost problem of the enterprise from the perspective of value chain,and puts forward a scheme to optimize the cost,in order to make the case enterprise achieve cost optimization and enhance the ability of sustainable development.In the process of research,a lot of literature have been read,and sorted out the relevant theories and concepts of value chain,cost management and online education;Then,the thesis uses the method of case analysis,combined with my personal experience in the whole process of New Oriental online course,analyzes the current situation and causes of cost management from the perspective of value chain from the cost of preschool education,K-12,university education and other stages.Combined with the market direction in the industry and the latest policy documents,and the impact on the reform trend of various education and training institutions in China,the thesis puts forward suggestions on the cost optimization of New Oriental online,including: Pay attention to the allocable and unallocated costs;Formulate the cost optimization principle of customer-oriented value chain;Reasonably input the cost of each segment;Improve the accuracy of sales cost delivery;Pay attention to R & D expenditure;Optimize the administrative cost structure.The study found that although there are many problems in the cost management of New Oriental online and its survival is greatly affected by the national "double reduction" policy,as long as the cost control and coordination of all links of the value chain are well done and the development direction of the enterprise is adjusted,there is still broad development space.