New Oriental Marketing Strategy Paper 1: New Oriental Marketing Strategy and Tactics
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 to meet the market demand, and shows and summarizes the formation process of New Oriental marketing innovation strategy and brand effect.
Keywords: New Oriental; Market orientation; 4C theory; Brand strategy.
First of all, the marketing strategy of New Oriental under 4C theory.
Since the establishment of 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 consulting 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 was the focus of junior and higher education in China. The process of economic globalization is gradually accelerating. It is against this background that English tutoring has become popular and gradually developed in China. Firstly, accelerating education satisfies people's psychology of pursuing efficiency; Second, short-term high-intensity training can ensure the number of students; Third, the concept of inspirational lectures 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, and students' study habits can be changed by changing their attitudes. This is unique and gets rid of the shackles of traditional teaching. It is better to teach people to fish than to teach them to fish. . New Oriental captured 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, reduced the time cost of students to the maximum extent, and opened up a certain space for on-the-job students. In the marketing process, they pay attention to a complete study plan. For English learning, they provide different programs for consumers of different ages, different exams and different purposes, and each program is step by step. Consumers can adopt their suggestions or choose by themselves.
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 a number of campuses in major cities across the country, with convenient geographical location and layout. Short-term intensive training means that students' catering has become a part of enterprise management. For cities without New Oriental, they set up short-term boarding schools to provide convenience for consumers.
Finally, in terms of communication, New Oriental mainly uses publicity pages and the Internet, and it is also unique in publicity lectures.
Second, New Oriental's marketing innovative tactics and strategies.
At present, the education market is booming and has become a well-deserved sunrise industry. Correct marketing strategies and diversified 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 services according to market demand. Since its establishment, New Oriental has focused on the potential market demand of overseas examination and training programs, and its long-term vision has laid a good foundation for New Oriental to gain a firm foothold in the China market. Subsequently, New Oriental extended its market-oriented innovation to all fields of education and conducted effective market separation, which is the advantage of New Oriental that distinguishes it from other competitors. For example, according to different countries, the foreign examination department of New Oriental has formed a series of services, such as study abroad consultation, examination training, study abroad application, visa agency, etc., and expanded the whole study abroad industry for the domestic market, from CET-4 and CET-6 to professional title English, and then to higher education self-study examination training. New Oriental meets the individual needs of consumers and overcomes general teaching projects.
New Oriental has adopted diversified marketing strategies. 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 exams abroad. 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. According to the survey, 8 1% of enterprises' income comes from training courses. The website pays attention to user participation and has hyperlinks registered online. 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 teacher-student interaction in the forum. The mature promotion of its overseas study service platform has attracted consumers' attention through the overseas study experience on the website. Through the internet, in addition to the corporate website itself, New Oriental teachers will also conduct soft publicity through blogs to promote the brand of New Oriental.
At the same time, New Oriental has more humanized publicity in Renren.com and QQ space, which has attracted the attention of existing students. Many articles from students' or students' perspectives are widely concerned, forming word-of-mouth marketing. Using social networks for publicity is equivalent to using consumers to promote their own brands, and the publicity is much stronger than other ways, which improves the loyalty of consumers. In terms of virtual access, New Oriental has opened up the online education clothing and distance education market, which is an innovation. With the experience of physical education, supplemented by technical support and informatization 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 have supporting teaching materials. Through the classroom, the series of fools in New Oriental was developed, and the corporate culture of New Oriental was publicized more. The spirit of New Oriental has developed from a publishing enterprise into the theme of New Oriental books. Not only teaching AIDS, Dayu series books contain inspirational and study abroad experience, which caters to the needs of different readers, touches consumers with students' own experiences, attracts consumers to the culture of the 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 in New Oriental.
With diversified marketing strategies and tactics, New Oriental has gradually moved from an educational institution to a large-scale comprehensive educational science and technology group integrating audio-visual publishing of books and magazines, service 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.
Looking back on the development of New Oriental, we can see that market demand is the core of the development of New Oriental. The gradual formation of brand depends on long-term market vision and diversified marketing strategies. When a variety of tactics work together, New Oriental has gained a good reputation, a broad market and a stable position. New Oriental's careful division of the market is the key to the formation of brand strategy. 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:
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Hu Zhengming. Marketing [m]. Shandong People's Publishing House, 2006.
Three rivers. Network Marketing M. Tsinghua University Publishing House, 2003.
[4 Han Jidong. Introduction to electronic commerce [m]. Renmin University of China Press, 2002
The second marketing strategy of new oriental: the road of new oriental network marketing
As a leading enterprise in the education industry, the online marketing of New Oriental started later than other enterprises, and it was not until 20 10 that it began to conduct comprehensive and planned online marketing. After several years of practice, New Oriental has expanded its influence from offline to online, and established its own successful experience. To this end, Advertiser magazine specially interviewed Kong Jianlong, Marketing Director of New Oriental Education Technology Group. Kong believes that New Oriental mainly has the following two experiences in network 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 there is a head office, enterprises will understand that despite the instructions from the head office, all branches like to go it alone. They really want to win some benefits and resources for themselves, and they all want to promote their brands to the maximum extent, thus ignoring the overall synergy and brand exposure intentionally or unintentionally? From the beginning, Kong described the primary problems that New Oriental encountered in online marketing. 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 may also cause mutual competition of resources within New Oriental.
To this end, at the end of 20 10, New Oriental Group integrated all its resources and launched a brand-new New Oriental Network, which can be directly found on the websites of other branches all over the country. At the same time, the network promotion needs of local branch schools should be 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. These branches are all guided by the Group to strengthen 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 in 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 upcoming residential class for famous teachers will also be promoted on the group's network. When promoting, we need the network of New Oriental all over the country to promote the brand. The branch school may feel that this course has little to do with itself, but it still wants to promote its 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, online marketing will be more accurate in terms of accuracy. Network marketing is very cost-effective, whether in terms of increasing marketing effect or reducing internal costs. Kong described the important position of network 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 their children or studying abroad. This demand will be clear. When needs arise, people will search online for service organizations that meet these needs. Because the information of online marketing can be traced back, the return can be measured, and customer relationship management can be carried out in depth according to relevant data and information, online marketing is especially suitable for the education industry.
In fact, as early as 2008, New Oriental cooperated with Google; 20 10 new oriental and Google establish a strategic cooperation framework to deepen online marketing. As a world-renowned online marketing service provider, Google has provided accurate online marketing for New Oriental by using its technical 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 re-marketing technology to improve the return on investment 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 lock it first, and then continue to capture this user in some advertising display or keyword placement. After two or three accurate analyses, he will eventually push advertisements for this user.
New Oriental's Marketing Strategy: New Oriental: Exploring the Relationship between Educational Marketing and Science and Technology
New Oriental, a professional educational institution, is the full name of New Oriental Education Science and Technology Group, and science and technology is the key word for paying equal attention to education. Therefore, in the marketing of its educational products, New Oriental is also in the forefront, joining hands with Google and choosing Google to display advertising network to build an online marketing brand.
It is reported that 20 10 has carried out online marketing 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 contacting online marketing, New Oriental mostly used offline delivery. The cooperation with Google has made New Oriental clearly realize that the website traffic loss of each process 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, Marketing Director of New Oriental Education Technology Group, said that through the combination of online and offline, the innovative business model of the education industry has made New Oriental more confident in the future development of Internet business.
? The education industry needs more accurate audiences. Kong said,? At present, Google cooperates with keyword search to display advertisements? . In addition, New Oriental's innovative marketing lies in its bold attempt at advanced online advertising forms. Display advertisements on the Internet by using Google? Rich media? Advertising forms and? Focusing on 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 is lost after a one-time visit. After we bring traffic through some media means, use? Re-marketing, targeting these target groups, and cross-launching various courses, so as to stick to it? Repeat customers? . All the tutoring courses in our middle school have passed? Re-marketing has captured young users and realized traffic. ? Kong said.
Internet has changed people's consumption habits. With the development of internet users' search habits, most of the audience search through search engines such as Google and Baidu to understand the dynamics and development of the group. Kong Jianlong pointed out that as far as education is concerned, more and more people are more willing to accept new ways, such as online video and APP education.
However, for New Oriental, there are still some obstacles to explore the technical road of online marketing. Like the development of many enterprises, New Oriental is also increasing the integration of internal resources. ? Kong said. It is reported that under the guidance of the Group, promoting the network marketing of branch schools is also an important task of the connection between New Oriental education marketing and science and technology, and helping branch schools to build a network marketing method that conforms to campus characteristics is only a small step. Next, the Group will increase the proportion of investment in online marketing and new media, so as to benefit more campuses and group branches, thus enhancing the transformation of New Oriental on the Internet.
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