Research On The Marketing Strategy Of Lanzhou New Oriental Vision Overseas Projects

In the 21 st century,the economic income of Chinese families has increased rapidly and steadily,education is ever-increasingly valued by Chinese families.More families choose to send children to study abroad.Particularly,in 1985,the state proposed a new policy of studying abroad,it includes supporting studying abroad,encouraging returning to China,and enter and exit the country freely.China’s education for studying aboard welcomed a new stage of allowing free and self-funded overseas education,which led to the rapid development of study aboard intermediaries.At the same time,a series of problems were also exposed,specifically,the increasing business competition within the industry,the severity of the market homogenization,the abnormal market behavior of the competing institutions,etc.All the these factors severely disrupted the healthy competition of the study abroad market.The Lanzhou New Oriental Vision Overseas is a professional institution under the New Oriental Education Technology Group,which has been engaged in overseas study services.The institution has experienced a developmental process from ordinary to magnificent,and back to recession in just ten years.It is currently in the predicament of the market.Adjusting the direction of development based on the current situation,developing effective marketing strategies and safeguards to reverse the situation become an urgent problem.This article aims to provide solutions to these impressing problems.The author starts with PEST and Michael Porter’s Five Forces Model,analyzes the environment and development status of the domestic study market,and draws its characteristics of popularization,aging and diversification,and then derives the external marketing environment for Lanzhou New Oriental Vision Overseas.Secondly,it reviews the development of Lanzhou New Oriental Vision Overseas in the past ten years,analyzing its existing marketing methods and exposed problems.Once again,using SWOT analysis,with the support of the country’s active study abroad policy and economic development,even if the competition in the study market is fierce,Lanzhou New Oriental Vision Overseas can occupy a bigger share of the market by designing differentiated products and improving service quality.Then,using STP theory to subdivide the future market of Lanzhou New Oriental Vision Overseas,identify its target market,and confirm its market positioning.Finally,4P combining theory with4 C theory,it analyzes the four aspects of ‘product + customer’,‘price + cost’,‘place +convenience’,‘promotion + communication’,and develop corresponding marketing strategies,that is,based on customer needs.Product strategy,price strategy based on customer perceived cost,channel based on customer convenience.The strategy and the promotion strategy based on active communication with customers,and the safeguard measures to ensure the smooth implementation of the marketing strategy provide a basis for the Lanzhou New Oriental Vision Overseas project to go out of the trough,and also provide a reference for the formulation of marketing strategies for similar enterprises.