Shanghai New Oriental Language Training (english) Marketing Strategy Research

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.