Research On Competitive Strategy Of New Oriental Education & Technology Group

New Oriental Education Group has taken multiple combinations of Competitive Strategy from Low-Cost Strategy to Focus strategy in the past two decades, which have guaranteed New Oriental Education Group’s rapid and stable development. Low-Cost Strategy and Focus Strategy has been unable to meet the development of New Oriental Education Group due to the information technology and internet technology. The competition of offline education training market is drastic, and the competition in online education training market is also in the ascendant.Wall Street English, Tomorrow Advancing life, 100.com, etc. have caused a certain impact on New Oriental Education Group’s offline&online business. Differentiation Strategy can help New Oriental Education Group withstand fierce competition, get extraordinary returns, stay ahead,and maintain pioneer advantage.New Oriental has succeeded in China’s regular chain expansion in the last several years.On the one hand, national expansion has quickly seized the Chinese market. New Oriental Education&Technology Group has established nationwide distribution. Professional brand image has rooted in people in China. Meanwhile, it has continuous expansion of their product line to implement product diversification strategy. It has also invested in a number of education and technology start-ups to resist the impact of future innovation of new entrants. On the other hand,many problems have come into being, for example, scarcity of excellent teachers resources, poor management in branches, financial losses, etc. which has in a certain extent exerted a negative impact on the brand image of new Oriental Education Group. Differentiation strategy can further solve many problems caused by rapid expansion. With many differentiation competition methods,such as generally high innovation ability of New Oriental teachers, breakthrough of online education and exploration of non-English training market, New Oriental Group can continue to increase revenue and maintain China’s first-class education brand image.