1. Under the background of economic globalization, the demand for professionals proficient in English is increasing rapidly.
2. The students in 1990s have a strong ability of independent thinking, but the education system in China has always been exam-oriented education, and its application has been seriously neglected. The boring classroom atmosphere and single teaching concept are unbearable for college students in the new era.
With the development of economy and the increase of international communication, more people are willing to go abroad for further study.
4. In 1990s, there were few training institutions and lack of professionalism, and teaching remained in the traditional way, which was relatively rigid and small in scale. Generally speaking, the competition is not fierce.
Therefore, we should carry out different training programs for students in school, adopt price stratification, and achieve low-cost and high-quality training mode as much as possible, thus attracting a large number of customers and forming intangible industrial brand awareness.
Second, external analysis and internal analysis.
1. competitors in the industry have a clear division of labor, each with its own strengths, and there is basically no direct conflict.
2. The bargaining power of suppliers is very weak.
3. The buyer is obviously at a disadvantage.
4. Potential competitors enter, and the situation is grim.
5. Insufficient substitute products.
6. Internal factors: preconceived ideas, sufficient funds, strategic structure of enterprises and competition with peers.
Third, market positioning.
According to the comprehensive analysis of SWOT, the market development strategy is the strategy that New Oriental can choose. Establishing Scientific Outlook on Development, taking the market as the guide, relying on the asset operation strength of New Oriental, taking advantage of the brand, industry and market resources of New Oriental, taking the road of diversified operation and sustainable development, taking the language training business as the core, and realizing the balanced development of resources are the components of the business strategy of New Oriental Education Technology Group.
Extended data
New Oriental not only faces the survival threat brought by the adjustment of government policies and fierce market competition, but also faces the development opportunities brought by China's entry into WTO and the Beijing Olympic Games. There is no doubt that the market capacity of education and training will continue to expand for a long time.
Because it is positioned in English training and its brand extends to basic education, vocational education and other fields, New Oriental can meet customers with different needs. Through the rational allocation and adjustment of resources, on the basis of overcoming their own weaknesses, we will give full play to our own advantages and determine and implement product research and development strategies that meet the individual needs of the market.
Establish the brand strategy of brand accumulation, speed up the introduction and training of talents, optimize the organizational strategy of organizational management institutions, seize market opportunities, achieve strategic goals, and make steady progress.