Research On Marketing Strategies Of New Oriental International Education And Training Center In Xiamen

Under the background of internationalization and globalization,Chinese overseas students are increasing every year,and it is showing a trend of younger age.And as one of the requirements for relevant training such as IELTS and TOEFL are also increasing.However,the outbreak of the COVID-19 epidemic has caused parents’ concerns about safety,and also has a certain impact on normal travel.In addition,the growing vicious competition in the industry has made it difficult for companies that operate in international examination education and training services such as IELTS and TOEFL to develop in the process.Therefore,it is particularly important to break the dilemma of studying abroad and achieve steady development by shifting marketing strategies.This study first reviews the service marketing theory and marketing strategy theory,and takes the Xiamen Center of New Oriental International Education and Training as the research object to analyze.By investigating the company’s operating status,analysis of the company’s current internal and external marketing environment.Then applies Potter’s "five forces" model and SWOT model to analyze the existing external competitions,advantages and disadvantages,and the opportunities and threats,so as to understand the company’s current situations and problems of marketing situation and strategy.Finally,formulates an effective from the four aspects of product strategy,price strategy,place strategy and promotion strategy,so as to help the company make adjustments,and provide corresponding safeguard measures.Through this research,it is concluded the result of this research demonstrates in terms of product strategy,the Xiamen Center of New Oriental International Education and Training should make adjustments from the aspects of product concept and applicability,expand the help of IELTS,TOEFL and other examinations to work,learning and life,and guide customers to explore demands deeply from multiple perspectives.In terms of price strategy,for groups with clear intentions to study abroad,it needs to adjust the products and prices,give the customer best scheme,and help students achieve the target scores successfully.For the students who are not clearly studying abroad,combined pricing and differentiated pricing strategies can be adopted to attract customers with different needs.In terms of place strategy,it is necessary to clarify the target market and subdivide the target market,and endeavour to expand the company’s popularity by integrating internal and external channels,and make full use of network platforms such as the official website,public comment and Meituan.In terms of promotion strategy,it should use the word-of-mouth of old customers to promote the transformation of new customers,set up preferential promotions regularly,set up low-cost drainage products,increase the resources of teachers and the publicity of service parts,etc.to promote customer consumption.