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.
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. When New Oriental was founded, it paid attention to the potential market demand for overseas examination and training programs, and its long-term vision laid a good foundation for New Oriental to gain a 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 experiences, which cater to the needs of different readers, touch consumers with students' own experiences, attract consumers to the culture of this enterprise, and enhance 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.
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