摘要:如今是一个留学热、移民热、英语热的时代，中国人的英语学习热情不断的高涨。面对全国人民学英语的现状，语言培训市场发展空间巨大，但是近年来由于培训市场进入门槛较低、投资成本低，很多机构和个人纷纷进入了这个似乎充满暴利的行业。然而，随着竞争对手的增多，英语培训机构的办学形式呈现多元化而且覆盖面比较广泛，在经营模式、管理运营、品牌营销及策略应用方面尚存诸多问题。新东方教育科技集团在中国培训行业具有代表性和可鉴性，本论文以重庆新东方为研究对象，在面对如此多的竞争对手和金融危机情况下，如何在各个细分领域取得长期的竞争优势，适应培训市场的变化，制定培训发展战略，调整培训业务结构，追求更大的社会经济利益，成为目前最重要的问题。同时本文以重庆新东方现行的营销策略为基础，通过研究整个语言培训市场的行业状况，综合评估新东方的竞争能力和营销策略，对现存的某些问题，提出一些假设性的改进的意见，并建议重庆新东方在现有营销策略的基础上发展新的营销策略。
关键词：英语培训 竞争分析 SWOT分析 营销策略
ABSTRACT:Now a study hot, hot, Hot English immigrants era, Chinese English learning enthusiasm continue rising. Facing the present situation of the people of the whole country to learn English, the language training market development space is enormous, but in recent years because of the training market entry threshold low, low investment cost, many institutions and individuals have entered this seemed full of huge industry. However, with the increasing competition, English language training institutions in the form of school running is diversified and coverage more widely, many problems exist in the mode of operation, management, brand marketing and strategy application. New Oriental Education & Technology Group is representative and can be given in Chinese training industry, this paper to Chongqing New Oriental as the research object, in the face of competition and the financial crisis so much, how to obtain the long-term competitive advantages in various segments, adapt to changes in the training market, develop training development strategy, adjust training business the structure, the pursuit of greater social and economic benefits, become the most important problem. At the same time, according to the Chongqing New Oriental current marketing strategy as the basis, through the study of the language training market situation, competition and marketing strategy of comprehensive evaluation of New Oriental, for some of the existing problems, and puts forward some tentative suggestions for improvement, and suggested that the development of Chongqing New Oriental school new marketing strategy based on the existing marketing strategy.
Keywords：English cultivte；compete analyse；SWOT analyse；marketing strateqy
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