Academic Journal of Business & Management, 2024, 6(6); doi: 10.25236/AJBM.2024.060619.
Yunren Shang, Xiaodi Liu
Business School, University of Shanghai for Science and Technology, Shanghai, China
Under the "double reduction" policy, taking New Oriental Education & Technology Group as the research object, this paper analyses the path of their strategic transformation and proposes implementation suggestions and guarantee measures for the transformation and development of the education and training industry. As a leading enterprise in the domestic education and training field, New Oriental Education & Technology Group has overcome the adverse effects of the "double reduction", such as a significant decrease in revenue, employee turnover, and a decrease in teaching points. It has gradually emerged from the pain period and entered a new stage of development by focusing on quality education, overseas exams and consulting, adult education and college student exams, e-commerce live streaming, and cultural tourism business through multiple channels.
"Double reduction" policy, Education and training institutions, Strategic transformation
Yunren Shang, Xiaodi Liu. Analysis on the Strategic Transformation Path of Education and Training Enterprises under the “Double Reduction” Policy: A Case Study of New Oriental Education & Technology Group. Academic Journal of Business & Management (2024) Vol. 6, Issue 6: 125-130. https://doi.org/10.25236/AJBM.2024.060619.
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