Research on the Marketing Strategy of Online Education -- Taking New Oriental as an Example


  • Jialu Chen Hebei University, Baoding, Hebei, 071000, China
  • Yingxiao Han Hebei University, Baoding, Hebei, 071000, China
  • An Li Hebei University, Baoding, Hebei, 071000, China



In recent years, with the development of society and the progress of science and technology, online learning has penetrated into people's daily life, and people's demand for high-quality curriculum products is more and more strong. From a macro perspective, the continuous growth of national financial investment in education, the continuous upgrading of China's consumption structure, the development of 5G technology and the popularization of AI intelligence make online teaching less limited. The online education industry is showing an explosive growth trend. More and more online education institutions are listed for financing, and the market value is soaring. However, in 2019, except for GSX, the latest online learning platforms such as New Oriental, Speak English Fluently and Sunlands, have been in a state of loss. Most of these agencies seize the market by increasing advertising investment, but at the same time, they also bring huge marketing costs, which affect the financial performance of the company. With the enhancement of Matthew effect, large-scale educational institutions occupy a large market through free classes and low-price classes, while small and medium-sized institutions with weak capital strength are often unable to afford high sales costs, facing the risk of capital chain rupture. Taking new Oriental online as an example, this paper analyzes the problems existing in the marketing strategies of online education institutions. It also puts forward suggestions on four aspects, which are target market, differentiated value, marketing mix and marketing mode, so as to make sure that online education institutions can control marketing expenses and achieve profits by improving course quality, expanding marketing channels and implementing precise positioning.


New oriental, Online course, Marketing strategy, Matthew effect


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How to Cite

Chen, J., Han, Y., & Li, A. (2020). Research on the Marketing Strategy of Online Education -- Taking New Oriental as an Example. Journal of Management Science & Engineering Research, 2(2), 13–22.


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