New Oriental's Marketing Strategy Analysis Analytical Essay

New Oriental educational institutions since its inception, in China's training and education in the field of an important position, do you know what is the marketing strategy of the New Oriental? The following is what I bring about the marketing strategy of the New Oriental essay, welcome to read reference!

New Oriental's marketing strategy essay 1: "New Oriental's Marketing Strategy and Tactics"

Abstract: China's education industry is booming, and the marketing strategy and tactics of educational institutions play a vital role in the development of the institutions. Based on the 4C theory, this paper analyzes the marketing tactics of New Oriental Education and Technology Group in response to the market demand, and argues and summarizes the formation process of New Oriental's marketing innovation strategy and brand effect.

Keywords: New Oriental; market-oriented; 4C theory; brand strategy.

I. New Oriental's marketing tactics under the 4C theory.

Since its founding in 1993, New Oriental Education and Technology Group has gradually developed into an educational organization with foreign language training and basic education as its core, and with a number of development platforms, including short-term training system, education research and development system, overseas consulting system, and cultural industry system. (From Baidu Encyclopedia? New Oriental Education and Technology Group). Consumers are the eternal theme of marketing and the first of the basic elements of marketing, so the first thing an enterprise has to face is the market demand. Initially, New Oriental focused on short-term English training, which is the focus of China's primary and secondary education. The process of economic globalization is gradually accelerating, China's English tutoring is popular and gradually developed in this context. First of all, speedy education satisfies people's psychology of pursuing efficiency; secondly, short-term and high-intensity training can ensure the number of students; thirdly, the inspirational lecturing concept reduces the professionalism of the subject itself. Finding hope from despair, life will be brilliant? The motto of New Oriental is to include a large number of motivational factors in the curriculum, and to change the learning habits of students by changing their attitudes. This is unique and free from the constraints of traditional teaching, ? Teach a man to fish, rather than teach him to fish? New Oriental grasps the psychology of consumers, winning at the starting line.

In terms of cost, New Oriental has successfully focused on the cost of consumer time, minimizing the cost of student time, but also opening up some space for working students. In the marketing process, they focus on the complete learning program. For English learning, for consumers of different ages, different exams, different purposes, they opened a different program, and each program is cyclical and progressive, and consumers can take their advice, but also can make their own choice.

A large number of colleges with the same faculty means lucrative profits and to some extent reduces the cost borne by the students.

In terms of convenience, New Oriental opens multiple campuses in major cities across the country, and its location and layout make it accessible. Short-term centralized training means that student catering becomes part of the business operation, and for cities where New Oriental is not available, they have short-term boarding schools for consumer convenience.

Finally, New Oriental is unique in its communication, mainly using leaflets and the internet, and in publicizing lectures.

Second, New Oriental's marketing innovation tactics and strategies.

At present, the education market is booming and has become a sunrise industry. Correct marketing strategy, perfect and diversified marketing model can open up the vast education market, so that the enterprise stands out in many educational institutions, to obtain more market share, and ultimately firm market position. Being market-oriented, we can continuously create new service programs according to the market demand. At the beginning of the establishment of New Oriental, for the overseas examination training program, focusing on the potential demand of the market, long-term vision for New Oriental to stand firm in the Chinese market to lay a good foundation. Subsequently, New Oriental has expanded into various educational fields. Market-oriented innovation and effective market spacing are the advantages of New Oriental that differentiate it from other competitors. For example, New Oriental's foreign examination department is divided according to the country, for different needs of going abroad, they have formed a series of services from study abroad consultation, to examination training, to study abroad application, to visa agency, etc., expanding the whole study abroad industry for the domestic market, from the four or six levels of the university, to the title of English, to the training of higher education self-examination, etc. New Oriental has met the individual consumers' needs. New Oriental meets the individual needs of consumers and defeats generalized teaching programs.

New Oriental has adopted diversified marketing tactics, first, campus marketing is particularly prominent. On college campuses, New Oriental's publicity can be seen everywhere. For different needs of college students, they provide a perfect training model. For example, students seeking development at home focus on the national university English four or six level exams, and students intending to go abroad pay attention to various foreign exams. They are market-oriented and cover all the needs of consumers. When the demand for one type of service declines, it means that services catering to another segmented market will receive more attention. Under the effect of leverage, the enterprise was able to enter a virtuous cycle.　　Second, New Oriental's Internet marketing. The school's portal has a clearly delineated structure, sophisticated content, and reasonable layout. Surveys show that 81% of the company's revenue comes from training courses. The website focuses on user participation and has hyperlinks for online enrollment. The forum created by New Oriental provides a platform for college students to ****talk with each other, attracts students through educational resources, and carries out intangible publicity through the interaction between teachers and students on the forum. The mature promotion of its study-abroad service platform attracts consumers' eyeballs through the experience of study-abroad life on its website. Through the Internet, removing the corporate website itself, New Oriental teachers will promote the New Oriental brand through soft publicity on their blogs.

At the same time, New Oriental has a more humane publicity in existing students' attention to RenRen, QQ space and other platforms, and many students or students as the perspective of the article to get a wide range of attention, the formation of word-of-mouth marketing. The use of social networking publicity is equivalent to using consumers to promote their own brands, publicity is much higher than other ways to improve consumer loyalty. In terms of virtual access, New Oriental has opened up the online education service and distance education market, which is an innovation In the experience of physical education, supplemented by technical support, the informatization of education content, which makes the promotion of New Oriental to be accelerated. Distance education saves costs and is convenient for consumers.

Third, New Oriental's book marketing strategy. New Oriental's training courses basically contain supporting materials, through the classroom, New Oriental's great fool series of books to develop, New Oriental's corporate culture has been more publicity. The spirit of New Oriental has developed from a corporate publication into the theme of New Oriental books. Not only the teaching aid books, but also the Da Yu series of books contain inspirational, study abroad experience and other contents, catering to the needs of different readers, using the students' own experience, touching the consumers, attracting the consumers to enter the culture of this enterprise, and enhancing the brand effect of the enterprise. From the network to books, paper media can be said to be a consolidation of the New Oriental network marketing.

Under the diversified marketing strategy and tactics, New Oriental has gradually moved from an educational institution to a large-scale comprehensive education technology group integrating books and magazines, audio and video publishing, study abroad services, vocational education, online education, and education software research and development.

Third, New Oriental's brand formation process and existing defects.

By reviewing the development history of New Oriental, it can be seen that the market demand is the core of the development of New Oriental I1,. The gradual formation of the brand relies on a long-term vision of the market and diversified marketing tactics. When a variety of tactics **** the same role, New Oriental has gained a good reputation, a broad market and a stable position. New Oriental's segmentation of the market is the key to the formation of the brand strategy, through the market segmentation and the gradual development of diversified services make the enterprise can not only integrate resources, but also create resources.

In the process of New Oriental's rapid expansion, it can be seen that the imbalance of the teacher's strength has hindered the overall development of the enterprise; the complicated curriculum makes the quality of some courses and the overall publicity quality of New Oriental does not fully match, which has a negative impact on the enterprise. And in the process of the gradual growth of the enterprise, the enterprise should also take more social responsibility in education marketing.

References:

1 Li Wu. Marketing theory of microeconomics origin [J. Modern commerce industry, 2008 (O1).

2 Hu Zhengming. Marketing [M. Shandong People's Publishing House, 2006.

3 Jiang Xuping. Network Marketing M. Tsinghua University Press, 2003.

[4 Han Jidong. Introduction to E-commerce [M. People's University of China Publishing House, 2002

New Oriental's Marketing Strategy Essay 2: The Way of New Oriental's Internet Marketing

As a leading company in the education industry, New Oriental's start of Internet marketing is relatively late compared to other companies, and it began to comprehensively and systematically carry out Internet marketing in 2010. After several years of practice, New Oriental has expanded its influence from offline to online, and established a set of its own successful experience. In this regard, Advertiser magazine specially interviewed Kong Jianlong, Marketing Director of New Oriental Education and Technology Group. According to Kong Jianlong, New Oriental has the following two main insights in online marketing.

Unified and coordinated management

? We are the first branch, after the head office, as long as the first branch after the head office of the enterprise will understand that despite the instructions issued by the head office, but the various branches like to go their own way, they heartily want to fight for some of their own interests and resources, all want to maximize their own brand publicity, thus intentionally and unintentionally ignored the overall synergy and brand exposure? Kong Jianlong told the story of the primary problem encountered by New Oriental in network marketing at the beginning. As we all know, the network has no boundaries. The new Oriental has so many branches, if the network marketing by each branch of the autonomy of the main, will inevitably cause a large amount of marketing costs of waste, but also may cause the new Oriental internal resource competition with each other.

For this reason, at the end of 2010, the New Oriental Group integrated all the resources and launched the New Oriental website, which can be found directly on the New Oriental website; at the same time, the network promotion needs of the local branches were first reported to the Group, and the Group played the role of unity and coordination. For example, at present, Beijing, Guangzhou, Zhengzhou, a few large campuses, the annual network marketing promotion demand is very large, these campuses are unified by the group to guide, strengthen the work of network marketing; and the relative lack of network marketing talent such as Lanzhou, small campuses also need to help the group, because of the group's unity and coordination, the small campuses in order to minimize the cost of network marketing.

Previously, the branch school website in mutual publicity when they want to put their own courses in the most prominent position. Now the most important thing to put on the group's website may be the New Oriental's winter vacation class. There are also some key projects in the winter vacation class, belonging to the group's strategic projects, such as the imminent launch of the collection of the new Oriental's top teachers of the master teacher accommodation class, will also be pushed in the group's network, push the need for the whole country's network of New Oriental to publicize the brand, the branch schools may feel that this course has little to do with their own, they still want to push their own winter vacation class. In this case, we need the group to play the role of management, and the branch schools should have the group's sense of the big picture, give up the small me, take care of the whole situation.

Focus on precision marketing

? Although the traditional offline media has a large coverage, but in terms of accuracy, network marketing will be a little higher in accuracy, both from the increase in marketing effectiveness, or from reducing internal costs, network marketing for us are very cost-effective? Kong Jianlong described the important position of network marketing in the New Oriental Group. At the same time, Kong Jianlong believes that now people's training needs are very direct, such as choosing the college entrance examination tutoring training or study abroad training for children. This demand will be very clear, and when the demand arises, people will go online to search for service organizations that meet these needs. Because the information of network marketing can be tracked, the return can be measured, but also can be based on relevant data information for in-depth customer relationship management, so network marketing is particularly suitable for the education industry.

In fact, as early as 2008, New Oriental had cooperation with Google; in 2010, New Oriental established a strategic cooperation framework with Google, deepening the network marketing. As a world-renowned network marketing service provider, Google utilizes its own technical advantages to provide New Oriental with accurate network marketing. First of all, according to the crowd positioning analysis, Google can put New Oriental's advertisements directly to the audience with potential consumer demand; secondly, Google can use remarketing technology to improve the ROI of New Oriental's online advertisements, such as a user came to New Oriental's website, the first time he may not realize the purchase, but he can be locked in first, and in the future, some advertisements will continue to be captured in some of the advertisements displayed or keywords placed! This user, through two or three accurate analysis, and ultimately to push advertising for this user.

New Oriental's marketing strategy: "New Oriental: Exploring the Docking of Education Marketing and Technology"

New Oriental, a professional education organization, the full name is New Oriental Education Technology Group, technology is a keyword that goes hand in hand with education. Therefore, in the marketing of its educational products, the New Oriental is also in the forefront, and Google Inc. hand in hand, the choice of Google display advertising network to build network marketing brand.

It is reported that in 2010, it began to comprehensively and systematically network marketing, hoping to reach the huge potential market through the Internet, to guide the attention of potential customers to the series of educational products. Before contacting the network marketing, New Oriental mostly used offline placement. The cooperation with Google allows New Oriental to clearly understand the loss of website traffic in each process, which are all adjustable, including the landing point of arriving at the website, the purchase process of entering the website, and the payment at the back-end. Therefore, the intermediate process can be effectively upgraded so that the overall marketing effect is improved, said Kong Jianlong, marketing director of the New Oriental Education and Technology Group, nowadays, the New Oriental brand, product activity promotion through the combination of online and offline, the innovative business model of the education industry allows New Oriental to be more confident in the future development of the Internet business.

? The education industry has a more precise demand for its audience,? Kong Jianlong said, ? Currently there are keyword searches and display ads in cooperation with Google? In addition, New Oriental's innovative marketing lies in its bold attempts at advanced forms of online advertising. By adopting Google's display ad network? rich media? ads on Google's display ad network and? remarketing? technology, New Oriental enhanced the attractiveness of its educational products to students and parents, strengthened users' awareness of the New Oriental brand and purchasing power of its products, and re-exploited the value of users who once visited the New Oriental website. A large portion of the visits generated on the New Oriental website were lost after a one-time visit. After we drive the traffic through some media means, we use ? Remarketing We target these groups and cross-launch courses to attract repeat visitors. Repeat customers. For our middle school tutoring program, we use remarketing to target these people. Remarketing We have been able to capture the teenage users and cash in on the traffic," Kong said. Kong Jianlong said.

The Internet has changed people's consumption habits, along with the majority of Internet users search habits, the audience is more through Google, Baidu, these search engines to retrieve to understand the dynamics of the group, the development of the situation. Kong Jianlong suggested that, as far as education is concerned, more and more people are more open to new ways, such as online video and APP education.

However, for New Oriental, there are still some obstacles to its exploration of the technological path of online marketing,? As with many corporate developments, New Oriental is also increasing the integration of internal resources.? Kong Jianlong said. It is reported that under the guidance of the group to promote the branch of the network marketing is also the new Oriental education marketing and technology docking an important work, to help the branch to build in line with the characteristics of the campus network marketing method is just a small step. Next, the group will increase the proportion of investment in online marketing and new media, so that more campuses and branches of the group can benefit, thus increasing the transformation of the New Oriental in the Internet.

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