Enterprise Development Strategy Of New Oriental School

New Oriental Education&Technology Group set up in November16,1993bythe Beijing New Oriental school development. As an outstanding representative ofChina’s private education and training industry, along with the reform and openingup economic development opportunities, New Oriental become has accumulatedtraining education and training institutions more than4.5million passengers, fromthe beginning of the creation of only twenty or thirty students. In September7,2006,listed on the New York Stock Exchange in the United States, New Oriental becamethe first company in the overseas of Chinese enterprises in education and training.Although New Oriental has been the leading position related to the private educationindustry, there are problems, such as the contradiction between the excessiveexpansion and talent shortage, single marketing means, unsuccessful brandexpansion and unbalanced business development in its internal; and the examination,examination or visa policy adjustment and other factors in its external. All of thesewill have a great impact on the New Oriental Business. Especially after2007,favored by overseas investment in education and training market in China, it alsobrought great pressure of market competition to the New Oriental.In this paper, taking the development strategy of the New Oriental Education&Technology Development Group as the research object, first introduce the theoryand study status of enterprise development and education related; and then analyzein-depth the group’s external development environment, development status andinternal conditions, after that review the development strategy of New Oriental.Finally, on the basis of summing up the experiences, analyze its strengths andweaknesses, discuss how to face the opportunities and challenges under the newsituation, or overcome their own weaknesses; establish the development directionand new development strategy. The author analyzes the policy environment of private education industry in ourcountry and the internal factors of the development of New Oriental. Adopting theinvestigation method, experience summary method and other diverse researchmethods, this paper makes a comprehensive and objective analysis, positioning anew development strategy of the New Oriental Education&Technology Group.The results show that: the external competition becoming increasingly fierceand the internal problems gradually, New Oriental should make full use of itsexcellent brand reputation. In the circumstances of the external competitionbecoming increasingly fierce and the internal problems gradually showing up, NewOriental should make full use of its excellent brand reputation, play advantages andaccelerate the introduction and cultivation of talents. At the same time, overcomingits weaknesses, finding and solving problems, New Oriental should grasp the marketopportunity, realize the strategic target, and obtain considerable development andprogress more steadily.