中文摘要
随着经济的不断发展，人们对于知识的渴求以及对于自身素质的提高有了更
加强烈的需求，在此背景下教育培训产业不断发展，然而国家在2021年针对教
育培训业出台了“双减”政策，对于义务教育阶段的培训出台了详细的规定，这
对教培行业来说是一次巨大的挑战。重庆新东方学校作为新东方集团的子公司，
同样面临着公司需要根据大环境进行发展战略调整的情况。
本文针对重庆新东方培训学校的内部环境以及宏观环境等进行分析，同时利
用SWOT分析法对重庆分公司进行深入剖析，利用此对重庆新东方的战略转型提
供好的发展方向。本文在先概述重庆新东方分公司的基本情况，然后从宏观环境
和微观环境等方面对重庆新东方分公司的现状进行分析，剖析了该校的内部资源
情况及其营销工作的开展现状等再对重庆新东方分公司进行战略转型分析。运用
SWOT分析工具对其内部优势、劣势、外部机会、威胁等进行综合分析。
本文以重庆新东方分公司的发展战略转型为起点，对重庆新东方分公司进行
仔细分析，并针对问题提出创新性建议，例如建议大力发展职业教育，利用品牌
影响力开展线上销售等方式。本文的研究对“双减”背景下的教育培训行业的发
展以及战略转型具有一定的借鉴意义，在一定程度上为同类型公司提供了未来的
发展方向和相关的理论基础。
关键词：重庆新东方分公司；发展战略；战略转型；SWOT分析

ABSTRACT
With the continuous development of the economy, people's thirst for
knowledge and the improvement of their own quality have a stronger
demand. In this context, the education and training industry continues to
develop. However, the state has introduced a "double reduction" for the
education and training industry in 2021. Policies have issued detailed
regulations for the training of compulsory education, which is a huge
challenge for the education and training industry. As a subsidiary of New
Oriental Group, Chongqing New Oriental School is also faced with the
situation that the company needs to adjust its development strategy
according to the general environment.
This paper analyzes the internal environment and macro
environment of Chongqing New Oriental Training School, and uses
SWOT analysis method to conduct an in-depth analysis of Chongqing
Branch, using this to provide a good development direction for
Chongqing New Oriental's strategic transformation. This paper first
outlines the basic situation of Chongqing New Oriental Branch, and then
analyzes the current situation of Chongqing New Oriental Branch from
the aspects of macro environment and micro environment, analyzes the
internal resources of the school and the current situation of marketing
work, etc., and then analyzes Chongqing New Oriental Branch. New

Oriental branch conducts strategic transformation analysis. Use SWOT
analysis tools to conduct a comprehensive analysis of its internal
strengths, weaknesses, external opportunities, threats, etc.
Starting from the development strategy transformation of Chongqing
New Oriental Branch, this paper makes a careful analysis of Chongqing
New Oriental Branch, and puts forward innovative suggestions for
problems, such as recommending vigorously developing vocational
education and using brand influence to carry out online sales. The
research of this paper has certain reference significance for the
development and strategic transformation of the education and training
industry under the background of "double reduction", and to a certain
extent provides the future development direction and related theoretical
basis for the same type of companies.
Key Words:Chongqing New Oriental Branch; Development strategy;
Strategic transformation; SWOT analysis
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