Research On Developing Strategy Of Harbin Star Education Group

Harbin Star Education Group established the first institute with joint-degreeprograms with universities abroad in Heilongjiang Province---Harbin StarInternational Institute. With more reasonable tuition prices and efficient runningmechanism, this new education mode gives more consumers the opportunities to haveaccess to excellent educational resources abroad and thus an increasing number ofparents and students make this choice. Star Education Group also established StarForeign Language School, aiming at filling the needs of Chinese people to learnforeign languages and offering personalized education on foreign language studies.With the development of join-degree programs and personalized education, thecompetition has become more severe; therefore, Harbin Star Education Group is inurgent need to solidify and enlarge its market share, increase its profits, promote itsbrand influence and enhance its competitive capabilities to keep itself ahead of othercomponents through objectively analyzing its strong points and weak points andassessing the outer and inner environment.Firstly, this essay gives a brief introduction to the developing process of HarbinStar Education Group, and then analyzes its macro-environment and the political,economic, social and technical factors that can affect the group from outside. Afterthat, the essay does deep research on the industry of joint-degree programs andforeign language training, making analysis not only on the present situation andfuture developing trend, but the situation of its main components, based on which theessay goes on with the deep analysis on the inner environment of the group throughintroducing its main businesses, i.e. joint-degree programs and foreign languagetraining programs, on resources including financial resources, program resources,human resources and creativity resources and finally on management abilities. As the analyses go deep, the essay makes strategic choices for Star Education Group andexplicitly analyzes the strong points such as its brand, teaching, management andresources, weak points such as student quality, the instability of faculties, mainattraction and market promotion, and also focuses on various opportunities andthreats. On the basis of SWOT analysis, the essay proposes reasonable strategic goalsand sets the right direction for the healthy development of the group throughcomprehensive strategies, competitive strategies and regional strategies. Eventually,the essay presents the security measures, such as setting up an efficient humanresources system including faculty, management and marketing, combiningdepartments and establishing structures with international standards, and cultivatinghuman-oriented culture encouraging creativity and studying, in order to promote thecore competitive capabilities of the group.Through analyzing the outer and inner environment the strengths, weaknesses,opportunities and threats of Star Education Group, this essay proposes reasonable andsustainable developing strategies for its future development. Star Education Groupwill have a leap-forward development on the basis of another reform in the favorablemacro-situation.