随着中国经济的总体放慢脚步的现在以及国家对民办教育政策的不断放宽，中国民办教育市场仍然保持较高的增长速度，德勤预计2015年中国民办教育市场将达到6400亿的规模，其中学前教育有望快速实现目标，课外辅导随着竞争的加剧并购整合不可避免，网络教育处于不断上升的发展阶段，各细分市场开始出现集中化趋势，刚性需求和现金流充裕的特性将会使民办教育获得私募股权机构的高度关注并购市场也会出现新的浪潮。随着中国民办教育进入新的阶段,中国教育企业也面临着新的问题和挑战。毫无疑问,教育培训机构的竞争越燃越烈。那么教育培训企业的重心既要放在拓展市场、提高品牌知名度上,还要坚持修炼内功、不断加强产品及市场竞争力。中国的教育培训市场还未饱和,面对市场空白地区,要加强市场策略与营销方式的有效性，如本文从市场营销组合4P策略的角度指出，一是，教育产品具有同质化现象，可以通过成立学术研发团队集中课程自主研发，在教学产品研发及教学内容上不断升级更新，在甩开模仿者的同时，要提高品牌定位，设定差异化目标人群，将教育与技术相结合；二是，教育培训机构依赖教师建设品牌为核心的议价策略受到了挑战；三是，通过加盟与直营并存的方式不断拓展民办教育培训机构的市场规模；四是，推进民办教育机构营销方式的逐渐成熟。总之最终目的仍是要通过有效的市场战略对市场形成覆盖,形成品牌强大的合力，提高民办教育机构的竞争力。目前位居市场第一位的新东方教育集团,仍在不断通过并购扩大市场规模。特别是作为上市企业,也必须通过不断的业绩增长来回报企业的股东。但在新东方成功上市后，很多其他培训机构也获得了融资，进入快速发展期，很多培训项目上各大教育机构形成了强力的互冲。面对竞争对手，各大民办教育培训机构需要思考如何在各个细分领域获得长足的竞争优势，这已成为各大民办教育机构需要解决的重要课题。本文以民办教育机构现行的营销策略及营销方式为基础，通过对整个民办教育机构市场的行业状况分析，以新东方的营销战略为典型案例，对整个民办教育机构现存的营销策略及方式存在的某些问题提出建议。

With the overall slowdown Chinese economy and the continued relaxed policy on private education, the industry of Chinese private education is still keeping high rapid momentum. Deloitte predicts that the Chinese private education market scales will reach640 billion in 2015, during which the pre-school is expected to achieve the target quickly. As competition intensifies, merger and integration in tutoring market is inevitable. Online education market is in the rising stage of development. The market segment is starting the trend of centralization. The characteristics of rigid demand and ample cash flow will obtain highly attraction from private equity to private education institutions and will have a new wave of M & A.Along with private education ushering into the new phase, the Chinese education companies are facing new issues and challenges. Undoubtedly, the competition is more intense. In this connection, the focus of education and training companies should be not only on market expansion and brand awareness increasing, but also on strengthening the competitiveness of products and markets. As the market of education and training has not been saturated, it is important to improve the effectiveness on marketing strategies and methods. For instance, form the perspective of marketing mix 4P strategy, the paper points out, first, the education products from different education and training companies are closely similar, which should be solved by the following methods, including the courses developed by self-owned academic R&D team, the continuing updating teaching R&D and content, upgraded brand positioning and differentiated target customers while bypassing the imitation, as well as the combination of education and technology; second, the core bargain brand building strategy is relied on teacher, which has been challenged; third, the coexist of M&A and direct channel will expand the market size of private education and training institutions, and the forth gradually promoting the marketing methods into a mature stage. The ultimate aim is to expand the market via effective marketing strategy in order to build strong brand and enhance the overall competitive edge.So far, the bellwether of the market New Oriental is still expanding the market through M&A. As a listed company especially, it is necessary to return the shareholders through the continuous better performance. However, after New Oriental’s successful listing, many other institutions also received financing that pushes into the period of rapid development. In this sense, the major education companies have powerful effect on each other in many training programs. In the face of strong competitors, each and every private education companies should consider how to gain the sustainable competitive strength in all subdivision of the education industry, which has also become an important topic to be addressed within the industry.Based on the existing marketing strategy and marketing in the private educational institutions in this paper, it gives the suggestions on some issues of the existing marketing strategy and marketing in the overall private education institutions, supported by the typical case of New Oriental’s marketing strategy through the analysis on the status quo of entire private educational institutions market industry.