Since its establishment, New Oriental educational institutions have occupied an important position in the field of training and education in China. Do you know what the marketing strategy of New Oriental is? The following is the content of my paper on the marketing strategy of New Oriental, welcome to read for reference!
Marketing Strategy of New Oriental 1: Marketing Strategy and Tactics of New Oriental
Abstract: The education industry in China is booming, and the marketing strategies and tactics of educational institutions play a vital role in the development of institutions. Based on 4C theory, this paper analyzes the marketing tactics formed by New Oriental Education Technology Group in response to market demand, and demonstrates and summarizes the formation process of New Oriental's marketing innovation strategy and brand effect.
Keywords: New Oriental; Market orientation; 4C theory; Brand strategy.
1. Marketing tactics of New Oriental under 4C theory.
Since its establishment in 1993, New Oriental Education Science and Technology Group has gradually developed into an educational institution with foreign language training and basic education as its core, short-term training system, educational research and development system, overseas consultation system, cultural industry system and other development platforms. (From Baidu Encyclopedia? New Oriental Education Technology Group? ) Consumers are the eternal theme in marketing and the first of the basic elements of marketing, so enterprises must first face the market demand. The original New Oriental focused on short-term English training, and English is the focus of junior and higher education in China. The process of economic globalization is gradually accelerating, and it is under this background that English tutoring in China has become popular and gradually developed. First of all, accelerated education satisfies people's psychology of pursuing efficiency; Second, short-term high-intensity training can ensure the number of students; Third, the inspirational lecture concept reduces the professionalism of the subject itself. ? Looking for hope from despair, life will eventually be brilliant? The new school motto makes the curriculum of New Oriental contain a lot of incentive factors, which can change students' study habits by changing their attitudes. This is unique and free from the shackles of traditional teaching. It's better to teach him fish than to teach him fish. . New Oriental grasped the psychology of consumers and won at the starting line.
In terms of cost, New Oriental has successfully paid attention to the time cost of consumers, minimized the time cost of students, and opened up a certain space for on-the-job students. In the marketing process, they pay attention to the complete learning plan. For English learning, they offer different programs for consumers of different ages, different exams and different purposes, and each program is gradual, and consumers can adopt their suggestions or make their own choices.
A large number of colleges with the same teachers mean huge profits, which reduces the costs borne by students to some extent.
In terms of convenience, New Oriental has opened several campuses in major cities across the country, and its location and layout make it accessible. Short-term intensive training means that students' catering becomes a part of enterprise management. For cities without New Oriental, they set up short-term boarding schools to provide convenience for consumers.
Finally, New Oriental mainly uses publicity pages and the Internet in communication, and it is also unique in publicity lectures.
second, new oriental's marketing innovation tactics and strategies.
At present, the education market is booming and has become a well-deserved sunrise industry. Correct marketing strategies and various marketing models can open up a broad education market, make enterprises stand out among many educational institutions, gain more market share, and finally strengthen their market position. Market-oriented, we can constantly create new service projects according to market demand. At the beginning of New Oriental's establishment, it focused on the potential market demand for overseas examination and training programs, and its long-term vision laid a good foundation for New Oriental to stand firm in the China market. Subsequently, New Oriental expanded its market-oriented innovation to various fields of education and conducted effective market separation, which is the advantage of New Oriental different from other competitors. For example, according to different countries, the foreign examination department of New Oriental has formed a series of services from study abroad consultation, examination training, application for study abroad, visa agency and so on, and expanded the whole study abroad industry for the domestic market, from CET-4 and CET-6 to professional title English, to self-taught examination training for higher education. New Oriental meets the individual needs of consumers and overcomes the general teaching projects.
New Oriental has adopted diversified marketing tactics. First of all, campus marketing is particularly prominent. On the university campus, the propaganda of New Oriental can be seen everywhere. They provide a perfect training model for college students with different needs. For example, students who seek development in China pay attention to CET-4 and CET-6, while students who want 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 service declines, it means that services that meet another market segment will get more attention. Under the action of leverage, enterprises have entered a virtuous circle. Second, the network marketing of New Oriental. The school's portal website has clear structure, exquisite content and reasonable layout. The survey shows that 81% of the income of enterprises comes from training courses. The website pays attention to users' participation and has hyperlinks for online registration. The forum created by New Oriental provides a platform for college students to discuss together, attract students through educational resources, and carry out intangible publicity through the interaction between teachers and students in the forum. The mature promotion of its overseas study service platform has attracted consumers' attention through the experience of studying abroad on the website. Through the network, in addition to the corporate website itself, New Oriental teachers will conduct soft publicity through blogs to promote the brand of New Oriental.
At the same time, New Oriental has a more humanized publicity on the existing platforms such as Renren.com and QQ Space, which students pay attention to. Many students or articles from the perspective of students have been widely concerned, forming word-of-mouth marketing. The use of social networks for publicity is equivalent to using consumers to promote their own brands, and the publicity is much higher than other methods, which improves the loyalty of consumers. In terms of virtual access, New Oriental has opened up the online educational clothing and distance education market, which is an innovation. With the experience of physical education, supplemented by technical support and the informationization of educational content, the promotion of New Oriental has been accelerated. Distance education saves costs and is convenient for consumers.
Third, the book marketing strategy of New Oriental. The training courses of New Oriental basically contain supporting teaching materials. Through the classroom, the Great Fool series of New Oriental has been developed, and the corporate culture of New Oriental has been more publicized. The spirit of New Oriental has developed from a publication of enterprises to the theme of New Oriental books. Not only supplementary books, but also the series of Da Yu series contains inspirational, study abroad experience and other contents, which caters to the needs of different readers, touches consumers with students' own experiences, attracts consumers into the culture of this enterprise, and enhances the brand effect of the enterprise. From network to books, paper media can be said to be a consolidation of network marketing of New Oriental.
under the diversified marketing strategies and tactics, New Oriental has gradually moved from an educational institution to a large-scale comprehensive educational technology group integrating audio-visual publishing of books and magazines, services for studying abroad, vocational education, online education and research and development of educational software.
third, the brand formation process and existing defects of New Oriental.
By reviewing the development of New Oriental, we can see that market demand is the core I1 of the development of New Oriental. The gradual formation of brand depends on long-term market vision and diversified marketing tactics. When a variety of tactics work together, New Oriental has gained a good reputation, a broad market and a stable position. New Oriental's detailed division of the market is the key to the formation of brand strategy. The diversified service projects gradually developed through market segmentation enable enterprises not only to integrate resources, but also to create resources.
In the process of the rapid expansion of New Oriental, we can see that the imbalance of teachers hinders the all-round development of enterprises; The complicated curriculum makes the quality of some courses not completely consistent with the overall publicity quality of New Oriental, which has a negative impact on enterprises. In the process of enterprise's gradual growth, enterprises should also undertake more social responsibilities in educational marketing.
References:
1 Li Wu. Microeconomic origin of marketing theory [j. Modern business trade industry, 2118(O1).
2 Hu Zhengming. Marketing [m. Shandong people's publishing house, 2116.
3 Jiang Xuping. Network marketing m. Tsinghua University publishing house, 2113.
[4 Han Jidong. Introduction to electronic commerce [m. Renmin University of China Press, 2112
The Marketing Strategy of New Oriental 2: The Way of New Oriental Network Marketing
As a leading enterprise in the education industry, New Oriental started its online marketing later than other enterprises, and began to conduct online marketing in a comprehensive and planned way in 2111. After several years of practice, New Oriental has expanded its influence from offline to online, and established a set of its own successful experiences. To this end, "Advertiser" magazine specially interviewed Kong Jianlong, the marketing director of the marketing department of New Oriental Education Technology Group. Kong Jianlong believes that New Oriental has the following two main experiences in online marketing.
unified and coordinated management
? We have a branch school first, and then a head office. As long as there is a branch school first and then a head office, enterprises will understand that despite the instructions issued by the head office, each branch likes to go it alone. They really want to win some benefits and resources for themselves, and they all want to maximize the publicity of their own brands, thus intentionally or unintentionally ignoring the overall synergy and brand exposure? Kong Jianlong described the primary problem that New Oriental encountered in network marketing at the beginning. As we all know, the network is unbounded. There are so many branch schools in New Oriental, if the network marketing is decided by each branch school independently, it will inevitably lead to a lot of waste of marketing expenses, and it may also cause mutual competition of resources within New Oriental.
For this reason, at the end of 2111, New Oriental Group integrated all its resources and launched a brand-new New Oriental Website, which can be directly found on other branch websites all over the country. At the same time, the network promotion needs of local branch schools are reported to the group first, and the group plays a unified and coordinated role. For example, at present, several large branches in Beijing, Guangzhou and Zhengzhou have great demand for the promotion of online marketing every year, and these branches are all guided by the group to strengthen the work of online marketing; And a small branch school like Lanzhou, which is relatively short of network marketing talents, also needs the help of the group, because with the unified coordination of the group, the small branch school can minimize the cost of network marketing.
In the past, campus websites wanted to put their courses in the most prominent position when promoting each other. Perhaps the most important thing on the group website now is the winter vacation class of New Oriental. There are also some key projects in the winter vacation class, which belong to the strategic projects of the Group. For example, the residential class for famous teachers, which will be launched soon, will also be promoted on the Group's network. When it is promoted, it needs the network of New Oriental all over the country to promote the brand. Branch schools may feel that this course has little to do with themselves, but they still want to promote their own winter vacation class. In this case, the group needs to play the role of management, and the branch school should also have the overall awareness of the group, abandon the ego and take care of the overall situation.
focus on precision marketing
? Although offline traditional media has a large coverage, in terms of accuracy, online marketing will be more accurate. Whether in terms of increasing marketing effect or reducing internal costs, online marketing is very cost-effective. Kong Jianlong described the important position of online marketing in New Oriental Group at present. At the same time, Kong Jianlong believes that people's training needs are very direct now, such as choosing college entrance examination counseling training for children or studying abroad. This demand will be very clear. When the demand arises, people will search online for service organizations that meet these needs. Because the information of online marketing can be traced, the return can be measured, and at the same time, the customer relationship management can be carried out in depth according to the relevant data information, so online marketing is especially suitable for the education industry.
In fact, as early as 2118, New Oriental cooperated with Google. In 2111, New Oriental established a strategic cooperation framework with Google, and deeply cultivated online marketing. As a world-renowned online marketing service provider, Google has provided accurate online marketing for New Oriental by using its technological advantages. First of all, according to the crowd positioning analysis, Google can directly put the advertisements of New Oriental on the audience with potential consumer demand; Secondly, Google can use the re-marketing technology to improve the ROI of online advertising in New Oriental. For example, if a user comes to the New Oriental website, he may not realize the purchase for the first time, but he can be locked first, and he will continue to capture this user in some advertising displays or keyword placement in the future. After two or three accurate analyses, he will finally push advertisements for this user.
the marketing strategy of new oriental: new oriental: exploring the connection between educational marketing and science and technology
new oriental, a professional educational institution, is the full name of new oriental educational science and technology group, and science and technology are the key words that pay equal attention to education. Therefore, in the marketing of its educational products, New Oriental is also at the forefront, joining hands with Google, and choosing Google display advertising network to build an online marketing brand.
It is reported that in 2111, online marketing was carried out in a comprehensive and planned way, hoping to reach a huge potential market through the Internet and guide potential customers to pay attention to a series of educational products. Before contact with online marketing, New Oriental mostly used offline delivery. The cooperation with Google makes New Oriental clearly understand the loss of website traffic in every process, which can be adjusted, including the landing point of the website, the purchase process of entering the website and the back-end payment. Therefore, it can effectively upgrade the intermediate process and improve the overall marketing effect. Kong Jianlong, director of marketing of New Oriental Education Technology Group, said that now, through the combination of online and offline, the innovative business model of education industry has made New Oriental more confident in the future development of Internet business.
? The education industry needs the audience more accurately. Kong Jianlong said,? At present, Google cooperates with keyword search and display advertisements? . In addition, the innovative marketing of New Oriental lies in its bold attempt at advanced online advertising forms. By using Google to display advertising on the network? Rich media? Advertising forms and? Re-marketing Technology, New Oriental has enhanced the attractiveness of educational products to students and parents, strengthened users' awareness of the brand of New Oriental and the purchasing power of products, and rediscovered the value of users who have visited the New Oriental website. ? A large part of the traffic generated by New Oriental Online was lost after a one-time visit. After we bring traffic through some media means, use? Re-marketing Lock these target groups and cross-launch various courses, so as to hold on? Repeat customers? . Our secondary school counseling courses are passed? Re-marketing , caught the young users and realized the traffic. ? Kong Jianlong said.
The Internet has changed people's consumption habits. With the development of the search habits of the majority of netizens, the audience mostly searches through search engines such as Google and Baidu to understand the dynamics and development of the group. hole