Competitive Strategy Research Of HY Education Co. Ltd.

HY Education Co., Ltd. was established in 2006, has eight branches,92 employees, and its total asset is RMB 40 millions. Taking the primary and middle school students as the training target, the training writing skills as the starting point, and exploring the good communication mode,the Home Education. Training subjects extended to primary and secondary schools all cultural subjects, homework counseling, music, art and other art courses.Its had two kindergartens and one cultural trust by the way of opening and acquisitionthe acquisition. Since 2011, it has opened a college student employment and entrepreneurship training. In the past three years, the research and development of "life composition", "life reading", "good parents family education" and other projects, became the national promotion.External opportunities:Continued high GDP growth, countries to stimulate domestic demand growth, the full liberalization of the national child birth policy, population is concentrated, to speed up the process of urbanization, industry is not after full competition in the product level, the industry has not formed the core products and services monopoly, customer consumption concept upgrade and differentiated demand growth. At the same time, the HY group faces the threat of is mainly reflected in the following points:the world economy is in a downward phase, the education industry influence; China’s economic structural adjustment, short term regulation efforts; industry development level, influx of foreign capital amount is large; large education at home and abroad set group development invasion; expand the unitary training structure of English, art and other subjects are formed the threat.Internal strengths:good entrepreneurial corporate culture background, common values; relatively solid foundation of human resources; accumulation of good teaching and research, consulting, management experience; good regional brand awareness; joint-stock of talent attract mechanism; poor dissimilation innovation distribution channels construction and product promotion capacity; good teacher training ability; customer service development to bring the customer stickiness strong; total cost control. HY group internal weaknesses:financing scale and channel did not form effective supply; product development has not formed mature and competitive products series; team with strong comprehensive strength, professional, objective difference; stock management system, the company’s management and control needs to be strengthened.Through the above analysis and evaluation conclusion:HY group should implement differentiation strategy:Schools opened in differentiation; customer service differentiation through products and services of the price war and products of homogeneous phase, focus on shape its own service brand, occupy the market with high quality of service; talent team of differentiation, the core competitiveness of enterprises is the talent competition, continuous improvement of teacher team and marketing, the quality of administrative staff, to high quality of teaching and training ability and customer service skills, opened the distance with their peers; diversity of curriculum development, innovative curriculum development method and model, provide for the market demand of the products and services; promotion and marketing differentiation, breaking the traditional marketing ideas.. So as to obtain excess profits,effectively distinguish from the competitors.In order to ensure the effective strategy execution formulated to support safeguard measures:one is the organizational restructuring, can guarantee the implementation of the strategy; the second is strengthening financial management, strengthening financial support; the third is the positive application of ERP, normative management behavior; four is to improve the human means,to ensure the implementation of the strategy; the fifth is to expand the financing channels, to support the implementation of the strategy.