题目新东方差异化营销策略研究摘要随着经济全球化的发展，企业的发展战略和经营理念发生了重大的变化，引入的市场竞争机制使得我国教育培训企业从卖方市场转到了买方市场，现如今，摆在我国教育企业面前的难题是：进入了竞争激烈的市场中，应该采取何种发展战略来重新保持企业的良好的发展势头，并在国民经济中发挥更大的作用。根据市场经济中的竞争理论得出，营销策略在教育企业发展中显得尤为重要。新东方的快速发展得益于其快捷高效的营销模式，新东方最为看重的营销工具就是新东方的教学效果，依靠受过良好训练的老师和获益匪浅的学生来进行市场的营销。现代营销观念在新东方的发展中起到了很大的作用但是由于市场的变幻莫测，新东方的市场营销策略在实践中出现了一些问题，本文针对目前新东方教育营销管理存在不足的现象，分析了产生这些问题的主要原因，并在此基础上提出了相应的营销对策。关键词：新东方；营销模式；差异化营销AbstractWiththedevelopmentofeconomicglobalization,theenterprise'sdevelopmentstrategyandmanagementideaproducedmajorchange,introducingmarketcompetitionmechanismmakesoureducationtrainingenterprisefromseller'smarkettoabuyer'smarket,now,infrontofourcountry'senterpriseeducationbeforetheproblemis:inthefiercecompetitioninthemarket,shouldtakewhatkindofdevelopmentstrategytomaintainthegoodmomentumofdevelopment,inthenationaleconomyandplayagreaterrole.Accordingtothecompetitioninmarketeconomytheory,marketingstrategyineducationinthedevelopmentofenterprisesisparticularlyimportant.Newrapiddevelopmentduetoitsfastandefficientmarketingmodel,NewOrientalmostvaluedmarketingtoolisthenewteachingeffect,relyontrainedteachersandbenefitfromthestudenttothemarketmarketing.Modernmarketingideainthenewdevelopmenthasplayedagreatrole.However,duetomarketchangeunpredictably,thenewmarketingstrategyinpracticetherearesomeproblems,thisarticleinviewoftheNewOrientalEducationMarketingManagementinsufficientphenomenon,analysisthemainreasonsfortheseproblems,andputsforwardthecorrespondingmarketingstrategy.Keywords：NewOriental;marketingmode;differentiatedmarketing目录一、差异化营销概述........................................................1（一）差异化营销概念...................................................1（二）差异化营销策略细分...............................................11.产品策略.........................................................12.品牌策略.........................................................13.价格策略.........................................................24.渠道策略.........................................................2二、新东方营销模式概述....................................................3（一）新东方简介.......................................................3（二）营销模式的转变历程...............................................41.以学生作为营销的主体.............................................42.全方位包装营销...................................................43.拓展相关的培训业务...............................................4三、新东方营销环境分析....................................................5（一）新东方营销外部环境分析...........................................51.我国培训消费市场的总体规模迅速扩大..............................52.我国接受培训的消费者的主要动机呈现多元化........................53.我国接受培训的消费者步入理性消费阶段............................5（二）新东方营销内部环境分析...........................................61.实施产品差异化...................................................62.产品结构的优...
