Research On The Improvement Of Marketing Strategy Of Xining New Oriental School

Xining New Oriental School,founded in June 2018,is the 65^th branch of New Oriental Education and Technology Group,Inc.In recent years,the private education and training market in Xining had a relatively low cost of entry and a relatively large profit margin.As a result,competition in the education and training industry becomes increasingly fierce.As a newcomer,Xining New Oriental school must adapt to the local customers’needs,and improve the marketing strategies.In this way,we can meet the market demands better and gain a competitive advantage.This thesis researches into the marketing strategy of Xining New Oriental school,combining the marketing theories and studies on educational and training market.In order to diagnose all the problems well that are existing,we research the current situation of its service and marketing.On this basis,we develop the marketing strategy.The specific contents are as follows.First,the author introduces the research background,significance,and methods.Second,the author lists the related concepts and basic theories.Third,the author introduces the current marketing situation of Xining New Oriental School,diagnosed by investigation and analysis,revealing the specific problems in its marketing strategy.Next,the author analyses the marketing environment,and the external environment and internal environment are contained.And then the author uses the SWOT tool to reveal the opportunities and threats,strengths and weaknesses that Xining New Oriental School should face.The core chapter of this thesis provides specific solutions for the existing problems in the 7Ps of marketing strategy.Finally,targeted management measures and suggestions are provided according to the implementation of marketing strategy.The results of the research made in this thesis intend to give Xining New Oriental school some specific instructions in training market,and also give other training schools some important references.