| In the context of the new crown epidemic and policy adjustment,this paper takes the specific paradigm in the development history of the first live e-commerce,especially education live e-commerce,which started in 2021 at New Oriental as the research object.The advantages of live e-commerce are fully highlighted under the opportunity of technological innovation and development,while the problems behind it are gradually emerging and need to be improved and optimized.As a leading company in the education and training industry,New Oriental has a top-notch faculty and high-quality teaching resources,and developing a new field of live e-commerce business has certain significance for similar industries.In the process of development,New Oriental’s live e-commerce business has encountered problems such as lack of brand effect and few independent APP usage scenarios,and it has also been threatened by low industry threshold,constant influx of new competitors,and increased competition from similar companies in the target market.The development strategy for New Oriental’s live e-commerce business will be developed to enhance its comprehensive strength.Based on literature research method and case study method,first of all,the analysis at the theoretical level shows that the current education live streaming breaks the school barriers and integrates the excellent network resources.Live teaching has become a development trend,with time and space versatility,and the new format will make students more acceptable.New Oriental has also launched live education broadcasting to develop its education business by promoting and selling courses and related education products.Other education and training companies can learn from the development model of New Oriental’s live e-commerce business but do not have to stick to New Oriental’s system,similar industries should be targeted to learn from the significance of New Oriental’s development.Secondly,through the PEST analysis method,Porter’s five forces model and SWOT analysis method to study the internal and external environment in which the New Oriental Company live e-commerce business is located and its own advantages and disadvantages,resources and other aspects,and finally concluded that although the New Oriental Company carries out live banding through the Oriental Selection series of business,it has never given up the education industry and still changes the development of education business through the form of live education as well as influence the transformation of itself and similar education and training companies.Combined with the analysis of all aspects of New Oriental’s live e-commerce business,it can be seen that the internal advantages outweigh the internal disadvantages,and the external threats faced outweigh the opportunities,finally determining the diversification strategy as the development strategy to enhance the core competitiveness of New Oriental’s live e-commerce business.Subsequently,the specific implementation strategy of New Oriental’s live e-commerce business development strategy is analyzed and determined to bring into play the advantages of educational resources.Finally,management methods and safeguards are proposed in conjunction with the practical development of New Oriental’s live e-commerce business to ensure the effective implementation of the strategy and achieve the strategic goals.The development of New Oriental’s live e-commerce business provides a new idea for the transformation and development of education and training enterprises in the new situation.In the post-epidemic era,education and training enterprises have enjoyed certain dividends through the live e-commerce business,such as reduced site expenses at teaching sites and freer teacher time.In the future,similar education and training enterprises can learn from the development of New Oriental’s live e-commerce business and analyze their own actual situation for transformation,which will have a certain role in promoting future education development. |
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