Abstract
With the rapid development of information technology and the popularization of the Internet, the field of education is experiencing unprecedented changes. Online education, as an important product of this change, has quickly become the new darling of the global education market with its characteristics of flexibility, convenience and personalized teaching. This paper takes New Oriental as a case study on the channel promotion strategy of online education industry. First of all, explain the channel marketing environment theories, including PEST theory, Marketing related theories, including the Omnichannel theory in the Internet era, and explain their characteristics and importance, and understand the marketing channel status of New Oriental online education based on the analysis of 4P marketing theory and the combination of questionnaire and interview conclusions as primary data and secondary data. Second, this study combines qualitative analysis with quantitative analysis. Quantitative analysis, interview records and literature analysis were carried out through the chart data collected by the questionnaire, and qualitative analysis was adopted in the data provided by the official website of New Oriental. The existing problems in channel promotion of New Oriental online education can be find and this research will try to sort out a reasonable solution.
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