Marketing management strategy and tactics of New Oriental
During the rapid expansion of New Oriental, we can see that the imbalance of teaching staff 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.
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 focusing on foreign language training and basic education, with 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 the establishment of New Oriental, the potential demand of the market was valued for the overseas examination and training programs, and the 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 online 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. ;