On The Competitive Strategy Of Children English Training In RB Company

With the improvement of Chinese moral quality, expanded horizons, the increasingly rich economic conditions and the European and American countries for China's increasingly open, the English training industry is more and more popular, but also more and more fierce competition. RB company is an institution specializing in teaching English training. In recent years, due to the fierce competition of the market,the juvenile's English training business development appears bottleneck.So the purpose of this study is to do RB juvenile's English training business competition strategy research, to accurately take a position in the market for the company and to design out suitable development strategy for RB juvenile's English training company business, thus to achieve the result of forming the unique competitive advantage and competitiveness, promoting the healthy development of school, making sure it out of the plight.Starting with strategic management theory research, this paper summarizes the current concept of corporate strategy as well as divergent schools of thought, the definition of competitive strategy and its five key points, and content about how to determine the strategy,and based on a large number of interviews, questionnaires, actual work involved in, applies strategic management theory and method to the specific operation of the RB company's business juvenile's English training. By using the PEST tool, this paper makes a deep analysis about the four aspects on external politic, economy, social culture, science and technology of the juvenile's English training industry in city A, meanwhile discussing the RB internal strengths, weaknesses, opportunities and threats by using SWOT tool. Moreover, combining with the characteristics of juvenile's English training industry as well as the specific situation analysis of other competitors working on juvenile's English training with RB company in city A, according to the related theory of competitive strategy, this paper makes it sure that the competition strategic target of RB company, concluding that RB company should choose the competition scheme giving priority to differentiation,making centralization complementary.According to the related theory of differentiation and centralization strategy, this paper designs the concrete scheme of RB company juvenile's English training business competition strategy, and safeguard measures to competition strategy to smooth implement, puts forward related advice that in the city A competitive market environment, RB company should use its advantages in aspects of hardware, teacher and scientific research ability to overcome weakness for example, entering the market time is short and so on. First the paper tells company should adopt centralization strategy, select the high-end consumption level as thetarget customers which is rare involved in current competition, servicing for the consumers who intend to let the child go abroad to study, whose job is busy and can't take care of their children, then by using the differentiation strategy, through the product differentiation including the difference of service content, the training pattern, curriculum design pattern, the promotion and image differentiation including the difference of decoration style, appearance,clothing, etc, from this two aspects company can develop a unique competitive solution,finally it points out that the company must do the good job from training faculty and making them stability, improving the organizational structure, making sure safety, health, medical, etc to ensure the smooth implement of the strategic objectives.