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4.4 Brand extension strategy 18
Chapter Five Conclusion 20
References 23
Research on Brand Strategy of New Oriental Education
Chapter One Introduction
1.1Research background and significance
Along with economical trade globalization and market economy development, market competition becomes more fiercely which has made product similarities increase and market barriers weaken. So to differentiate from competitors effectively and satisfy customers and to enhance competitiveness in the market has raised many researchers high attention. In the current market economy, building a strong brand is an efficient way to compete with others since brand competition is the major and final part of market competition. New Oriental, as one of the most famous brands among educational industry, has achieved a great success in their developing brand and education in recent years. To further study brand strategy, the author will take the New Oriental for example and analyze their specific brand marketing strategy, providing a useful reference for China’s brand building.
Analyzing educational brand in the prospect of marketing, this paper learns from the existing cases to improve the development of education to enrich the content of brand and point out new research direction for educational system reform. Since educational brand has both general and specific character compared with other industries, the research on successful brand marketing strategy of New Oriental will offer an effective way to direct the development and innovation of our whole country.
Building strong educational brand could improve consumers’ comprehensive evaluation towards institutions and their educational products and services. This research does good to develop a broader market for the educational and training institutions. It is helpful to build good brand image and strengthen their image and position. And in the present era of educational persification and high competition, brand competition is a rational choice. It is not only beneficial to gain the core competitive advantages in educational development but also good for the companies to develop effectively in the long run.
1.2 Research methods
According to previous relevant studies and limited existing literature, learning from the marketing and management theory, this thesis mainly studies the brand strategy of training and education industry and takes the New Oriental as a case to analyze their specific brand marketing strategy. The author starts with the research background and significance and introduces relevant brand theory review, and then gives a brief introduction to New Oriental’s current status and problems and analyzes their brand strategy, at last, draws the conclusion and offers significant suggestions for the New Oriental’s further development.
In a word, literature research method and case study research method are combined to analyze the educational brand strategy, and the successful brand building of the New Oriental provides a useful reference for China’s brand building.
1.3 Research hypothesis
This thesis is pided into five parts: The first chapter states the research background and significance, the research methods and overall structure of the study; the second chapter is literature review, it offers previous studies on the thesis and makes a theoretical foundation for the following writing; chapter three describes the developments and drawbacks of New Oriental in brand, presenting these problems; chapter four discusses their specific brand marketing strategy according to related brand theories; the last part is a conclusion, it gives useful advice on New Oriental’s problems and makes a good reference for other institutions in brand building. And this paper also makes a little difference for the following researchers.
Chapter Two Literature Review
2.1 Previous studies on brand
With the development of market economy, the product brand has attracted more and more attention of consumers, enterprises also continue to establish the image of the product, to establish their own brand. The brand has become the product name and become the basic element of market economy.