Research On Development Strategy In HM Mandarin Training Company

With the rapid development of China’s economy and the improvement of its international status, Mandarin training is entering a golden age. In the near future, Mandarin training companies will develop quickly and focus on precise brand positioning, personalized courses and diversified marketing mode. Therefore, the brands that will stand out and become famous will occupy and control the market.In this paper, the author clarities company theories; Then, analyzes the development process of the Mandarin training industry in China.Furthermore, the author applies SWOT and Potter’s Five Forces Model into the training program development in course design, market positioning and sales strategy for HM Company which is an educational institute whose main purpose is to provide training in Mandarin and Chinese culture. At last, some implementation strategy and suggestion have been brought forward.The author hopes this study has some reference value for similar training companies.