The Research Of YG Agent Company's Strategy Transformation

Education has always been an important strategic means in national economy. The rising of national international status depends on the improvement of national quality and the enhancement of national human resources quality. Moreover, education is the way of improving national quality and national strength. Besides, with the continuous development of economy and the impact of globalization storm, the economic level of our country increased rapidly. On the one hand, under the background of new era, Chinese students has broaden their visions increasingly while the traditional teaching have been unable to meet the students' thirst for knowledge. In this way, the methods of students' studying have become diversification and globalization and the spend of learning has increased as well. In China, in order to realize one's own ascension and broaden their visions, studying abroad has become one of the main way of college students in furthering their studies. On the other hand, the development of the national and global model makes the traditional knowledge fall behind the demand of talents in our country. Under this kind of development model, some students prefer to have a better development plan. Studying abroad become the important way to enhance their strength. Consequently, there are more and more students deciding to go abroad. As result, China's scale of studying abroad even become the biggest national study in the world.Under this trend, the development of intermediary agents for self-sponsored study abroad have grown up rapidly. While, along with the constant expansion of agents, many problems appear and people's attitudes towards agents are critically-acclaimed. In view of the short comings and the insufficiency, agents should actively adopt strategic transformation in order to gain a place in the fierce market competition and provide better services for students who are going abroad.To alleviate the problems and defects in the agents, on the basis of the present situation of study abroad industry, this paper explores the development trend of study abroad intermediary industry and develop new strategy for the companies aiming at the existing defects and insufficiency in the study abroad intermediary company. At the same time, for study abroad intermediary companies, this study is also for the help of exploring market,handling education products and improving service idea. Throughout the analysis and research of this paper, the writer clarify the overall development trends of the study abroad intermediary industry. At the meantime, this study suggested the development of new strategic concept and had important significance for the development of YG Agent Company.In other words, the counterparts of YG Company can also learn from this paper.Therefore, the paper will put forward the corresponding transformation strategy on basis ofthe operating feature of YG Company. Formally, YG Company is a single agents whose extension up to the language and preparatory school. Second, as for the target market, YG Company's market is mainly in the fears competition in Europe, USA and Australia. Besides,the methods of YG Company are mainly by media advertising including newspaper,community, Baidu and 360 promotion with weak pertinence. Finally, the service objects are mainly about the students with high foreign language level and wealth family. From the perspective of strategic management, this paper puts forward a new strategy goal to YG Company, through the implementation of the new strategy to achieve the strategic transformation of YG Company, so as to realize the strategy of differentiation and integration of the company.Can be found through research, there are three problems in YG Company including YG Company's lack of experience in the development and less target countries, weak in marketing capability. Through the SWOT matrix, PEST model for YG's internal factors and external environmental analysis, the YG's main advantages are good service as well as good customer feedback and products development ability. While the disadvantages are low brand awareness, less public strategy and lack of experience. According to the analysis, the results of the demands of transformation of YG Company are as following:Intermediaries provide more additional services from a single transformation of the whole industrial chain. Transition from assimilation to the difference. YG's strategy implementation should starting from human resources strategy, brand strategy, marketing strategy, financial strategy and other aspects in order to ensure the applicability and feasibility of YG development strategy of the company.