Study on Marketing Strategies of Graduate Entrance Examination Training Business – Taking New Oriental Online Jinan Branch as an Example

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Title:
Study on Marketing Strategies of Graduate Entrance Examination Training Business – Taking New Oriental Online Jinan Branch as an Example

Author: Xin Kuan

Advisor: Dr. Ma Yu

Degree:
Master of Business Administration

Major:
Educational Management

Faculty:
บัณฑิตวิทยาลัย (Graduate School)

Academic year:
2566 (2023)

Published:
Asia Pacific Journal of Religions and Cultures Vol. 8 (January – June 2024) AJRC


Abstract

In recent years, the number of people took the postgraduate entrance examination in China has grown rapidly, and the postgraduate entrance examination training industry has ushered in huge development opportunities. This paper takes the Jinan branch of New Oriental Online as an example to study the marketing strategy of the postgraduate entrance examination training business.

The purpose of this study were : 1) To analyze the current situation of postgraduate entrance examination training at New Oriental Online Jinan Branch by SWOT analysis; 2) To improve the marketing strategy of New Oriental Online Jinan Branch’s postgraduate entrance examination training business through 4P theory.

This paper is based on the 4P marketing mix theory and adopts a quantitative research method to conduct a questionnaire survey on 300 students both inside and outside the Jinan branch of New Oriental Online. Then, the 4P marketing theory is sorted out and an interview outline is written. Through analysis, this paper finds that: 1) New Oriental Online Jinan Branch’s brand influence is insufficient and industry competition is becoming increasingly fierce; 2) We need to further enrich and optimize the courses and pricing system related to postgraduate entrance examination training at New Oriental Online Jinan Branch, improve marketing strategies, and expand marketing channels to meet the training needs of various postgraduate students and promote the efficient development of the company.

Keywords: New Oriental’s postgraduate entrance examination training business, 4P, marketing strategy.


Study on Marketing Strategies of Graduate Entrance Examination Training Business – Taking New Oriental Online Jinan Branch as an Example

6417195010 Xin Kuan 2566 (2023) Study on Marketing Strategies of Graduate Entrance Examination Training Business – Taking New Oriental Online Jinan Branch as an Example สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Educational Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Educational Management

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