A Research Of Developing Strategy Of Tmenglish Learning Software

Nowadays the software of learning English market competition is so fierce that TM English also meet not only much more opportunities but also threats making a strategy that can both obtain the opportunities with the advantages of TM English and avoid the threats by overcoming its own disadvantages, is very important to manage the company successfully. In order to assess the competitive strategy, depending on a complicated analysis of the related Strategy Management Theory, the paper proposes a comprehensive research method by combination of macroscopic and microcosmic methods, quantitative and qualitative analysis methods, to analyze its virtues and disadvantages in existing strategy indicate the author’s complementary advices on the existing strategy and its control.Firstly, this paper analyses its macroscopic and its microcosmic surroundings as well as its competitive conditions by the PEST analytic method and the models of Porter’s five competitive forces to find out the exterior opportunities:1. Some English school which like New Oriental School come into the oversea market.2. Expand the domestic demand policy to provide great market space for software industry.3. A large amount of foreign enterprise come into China, and need more foreign language talents.4. The development of technology brings in more new opportunities.5. Industrial policy environment constantly improved.The threats are:1. English learning CD can buy in the market, and there is very cheap2. All kinds of English learning machine can buy everywhere.3. Foreign teacher can be found everywhere.4. One-to-one English tutoring can found everywhere.5. All kinds of English learning software can be download to install from the internet. Secondly, we put forward that the important factors of success are unified management, innovative teaching method, multi-function and man-machine interaction.Thirdly, analyses the inner surroundings of TM English and the key factors of success in English learning software market. Know the advantages of TMEnglish are:1. The adequate funds.2. Products’innovation.3. TM English’s advanced technology.4. TM English has lots of available resources. The main disadvantages are:1. little brand recognition.2. Less successful school pattern.3. Product promotion is inadequate.4. The product’s contents are not totally same as China’s current learning materials. This paper analyses the development strategy of TM English by constructing the model of SWTO, studied the development opportunities and threats, advantages and disadvantages. We can determine what strategy is feasible.Finally, this article proposes the principle of implement, organization, deployment and its evaluation method. And suggest TM English learning software cultivate its own core competitiveness in adjustment of operation mechanism, optimizing product structure, expanding the national market, strictly control the cost, striving for policy support, and so on.