Research On Human Touch And Talk Pen's Development Strategy

Based on the general industry trend of English learning products, this thesis analyzed the Touch and Talk Pen business of Beijing Human Edu-Tech. Co., Ltd. and established a business development strategy and implementation plan so as to provide a feasible proposal for the decision-making by the management.. The analysis was focused on the following aspects:1,Analyzed the external environment of Human Touch and Talk Pen. The thesis introduced the current development of English learning products (ELP) and the development project of Human Touch and Talk Pen, furthermore it concluded about the opportunities and challenges that the industry of educational electronics is facing. Based on the study on competitive forces within the industry (Michael Porter's Five Forces Model), it thoroughly analyzed the driving factors and competitors of Human Touch and Talk Pen's business development.2,Evaluation of the internal environment of Human Touch and Talk Pen. The thesis analyzed the conditions inside the company, such as product architecture, level of business management, quality assurance, human resources management, marketing power, manufacture capacity, financial situation and value chain as well as cost control, furthermore, it discussed the key factors for the success of Human Touch and Talk Pen.3,Set the development strategy for Human Touch and Talk Pen. The author set the strategic target for Human Touch and Talk Pen according to the internal and external environment, discussed about the way to realize low-cost strategy and analyzed the differentiation strategy by using the 7P marketing combination model. Besides, the thesis demonstrated the growth strategy of Human Touch and Talk Pen by using the three aspects theory developed by McKinsey.4,The implementation plan for Human Touch and Talk Pen's business development strategy. In conjunction with the strategic development target, this thesis set and displayed the relevant schedule and plan for the strategy. Based on this, the thesis designed the overall marketing scheme for Human Touch and Talk Pen and analyzed the project's risk for the purpose of risk control.