上海新东方语言培训（英语）市场营销策略研究
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摘要
随着中国经济持续高速发展以及国家对民办教育政策的不断松绑,中国语言培训行业近几年保持了高速的增长。由于北京奥运会、上海世博会的相继举办,激发了中国人的英语学习热情,金融危机下人民币的坚挺,留学费用的大幅度降低,新一轮的留学热潮即将涌来。面对全国人民学英语的现状,语言培训市场发展空间巨大。
创办才17年的新东方教育科技集团,经过多年发展,目前已成为中国语言培训行业的航空母舰。从丰富的产品线,到合理的布局;从强大的教师队伍,到优秀的管理团队,新东方具有了其他培训机构所没有的巨大优势。2006年9月在美国纽约证券交易所的成功上市,以及接下来根据萨班斯法案(简称404)而进行的内部控制体系建设的完成,使新东方朝着国际型企业大踏步迈进。
在新东方上市后,很多其他的培训机构也先后获得了风险投资商的融资,都进入了快速的发展,虽然在整体还无法对新东方构成威胁,但在很多培训项目上形成了强有力的冲击。面对如此多的竞争对手,面对金融危机,新东方如何能继续保持高速增长,如何在各个细分领域取得长期的竞争优势,这已经成为新东方需要解决的重要课题。
本文以上海新东方现行的营销策略为基础,通过研究整个语言培训市场的行业状况,综合评估新东方的竞争能力和竞争战略,对现存的某些问题,建议上海新东方在现有营销策略的基础上发展新的营销策略。
With the sustained rapid economic development and the encouragement of the government to development of private education, Chinese language training industry in recent years has maintained a high-speed growth. Because of the Beijing Olympic Games, Shanghai World Expo to be held in succession which will inspire the Chinese people's enthusiasm for foreign language study. Also the global financial crisis makes the increasing appreciation of the RMB which will significant reduce the cost of studying abroad, a new round of students to study abroad will soon come to an upsurge. So to language training market, there is huge space for development.
New Oriental Education & Technology Group, after years of development, has become an aircraft carrier in Chinese language training industry. New Oriental has more advantages to the other language training institutions, such as rich product line, a reasonable distribution, powerful teachers and excellent management team. In September 2006 , New Oriental has Successfully listed at the New York Stock Exchange of United States. After setting up internal control system in accordance with the provisions of Sarbanes-Oxley Act, New Oriental begins stepping to the internationalization of enterprise.
After New Oriental success listing, a lot of other language training institutions also have received venture capital financing. Through large-scale distribution, merger and to develop new training projects, these institutions have constituted a comprehensive threat to New Oriental. Faced with so many competitors, how could New Oriental continue to maintain rapid growth? How could New Oriental maintain the long-term competitive advantages in various segments? These have become important issues to New Oriental that need to be resolved.
This paper is based on Shanghai New Oriental's existing marketing strategy. According to research the situation of domestic foreign language training industry, evaluate the competition and strategy. For some of the existing problems, advise to adopting new marketing strategy based on current situation.
创办才17年的新东方教育科技集团,经过多年发展,目前已成为中国语言培训行业的航空母舰。从丰富的产品线,到合理的布局;从强大的教师队伍,到优秀的管理团队,新东方具有了其他培训机构所没有的巨大优势。2006年9月在美国纽约证券交易所的成功上市,以及接下来根据萨班斯法案(简称404)而进行的内部控制体系建设的完成,使新东方朝着国际型企业大踏步迈进。
在新东方上市后,很多其他的培训机构也先后获得了风险投资商的融资,都进入了快速的发展,虽然在整体还无法对新东方构成威胁,但在很多培训项目上形成了强有力的冲击。面对如此多的竞争对手,面对金融危机,新东方如何能继续保持高速增长,如何在各个细分领域取得长期的竞争优势,这已经成为新东方需要解决的重要课题。
本文以上海新东方现行的营销策略为基础,通过研究整个语言培训市场的行业状况,综合评估新东方的竞争能力和竞争战略,对现存的某些问题,建议上海新东方在现有营销策略的基础上发展新的营销策略。
With the sustained rapid economic development and the encouragement of the government to development of private education, Chinese language training industry in recent years has maintained a high-speed growth. Because of the Beijing Olympic Games, Shanghai World Expo to be held in succession which will inspire the Chinese people's enthusiasm for foreign language study. Also the global financial crisis makes the increasing appreciation of the RMB which will significant reduce the cost of studying abroad, a new round of students to study abroad will soon come to an upsurge. So to language training market, there is huge space for development.
New Oriental Education & Technology Group, after years of development, has become an aircraft carrier in Chinese language training industry. New Oriental has more advantages to the other language training institutions, such as rich product line, a reasonable distribution, powerful teachers and excellent management team. In September 2006 , New Oriental has Successfully listed at the New York Stock Exchange of United States. After setting up internal control system in accordance with the provisions of Sarbanes-Oxley Act, New Oriental begins stepping to the internationalization of enterprise.
After New Oriental success listing, a lot of other language training institutions also have received venture capital financing. Through large-scale distribution, merger and to develop new training projects, these institutions have constituted a comprehensive threat to New Oriental. Faced with so many competitors, how could New Oriental continue to maintain rapid growth? How could New Oriental maintain the long-term competitive advantages in various segments? These have become important issues to New Oriental that need to be resolved.
This paper is based on Shanghai New Oriental's existing marketing strategy. According to research the situation of domestic foreign language training industry, evaluate the competition and strategy. For some of the existing problems, advise to adopting new marketing strategy based on current situation.
引文
[1]菲利普·科特勒,凯文·莱恩·凯勒,营销管理(第12版)[M],上海,人民出版社,2006.9
[2]Michael·Porter,竞争战略[M],北京,华夏出版社,1997.1
[3]Michael·Porter,竞争优势[M],北京,华夏出版社,1997.1
[4]项保华,战略管理-艺术与务实[M],北京,华夏出版社,2001.5
[5]陈启杰:居民消费结构升级的理论研究[J].市场营销导刊,2005(2)
[6]克里斯托弗·H·洛夫洛克,服务营销(第3版)[M],北京,中国人民大学出版社,2001.5
[7]斯特恩,安瑟理,库格伦,市场营销渠道[M].北京,清华大学出版社,2000.
[8]蒋青云,孙一民译,营销渠道(第六版)[M],北京,电子工业出版社出版,2003.6
[9]新东方网站:http://www.neworiental.org
[10]环球天下网站:http://www.ielts.com.cn/
[11]国家统计局网站:http://www.stats.gov.cn/
[12]上海统计局网站:http://www.stats-sh.gov.cn
[13]投资中国网站:http://www.chinaventure.com.cn/
[14]EF英孚教育网站:http://www.EF.com.cn
[15]中国民办教育协会网站:http://www.cange.org.cn/
[16]中国营销传播网,http://www.emkt.com.cn
[2]Michael·Porter,竞争战略[M],北京,华夏出版社,1997.1
[3]Michael·Porter,竞争优势[M],北京,华夏出版社,1997.1
[4]项保华,战略管理-艺术与务实[M],北京,华夏出版社,2001.5
[5]陈启杰:居民消费结构升级的理论研究[J].市场营销导刊,2005(2)
[6]克里斯托弗·H·洛夫洛克,服务营销(第3版)[M],北京,中国人民大学出版社,2001.5
[7]斯特恩,安瑟理,库格伦,市场营销渠道[M].北京,清华大学出版社,2000.
[8]蒋青云,孙一民译,营销渠道(第六版)[M],北京,电子工业出版社出版,2003.6
[9]新东方网站:http://www.neworiental.org
[10]环球天下网站:http://www.ielts.com.cn/
[11]国家统计局网站:http://www.stats.gov.cn/
[12]上海统计局网站:http://www.stats-sh.gov.cn
[13]投资中国网站:http://www.chinaventure.com.cn/
[14]EF英孚教育网站:http://www.EF.com.cn
[15]中国民办教育协会网站:http://www.cange.org.cn/
[16]中国营销传播网,http://www.emkt.com.cn