Research On The Development Strategy Of Service-oriented Small And Micro Enterprises: A Case Study On The Ruilin Training Center

Small and micro enterprise is the collective name of small enterprises, micro enterprises, family workshops enterprises, individual industrial and commercial households. It is the main channel to provide new employments, the main platform for entrepreneurs to grow up, and an important force of scientific and technological innovation. However,the survival state of the small micro enterprise is not optimistic in China,because they mostly are small and weak, especially in the tertiary industry,the small and micro enterprises which are usually close to the market and consumers active in the field of market where the competition is very fierce. The understanding of the development strategic of small and micro enterprises in our country is far from enough. Facing the increasingly fierce market competition, those enterprises usually chose some aggressive and bold methods to make decisions of development strategic.However, this kind of methods can't make clear direction of long-term development for the enterprises. So how small micro enterprises formulate suitable development strategy has become a realistic problem urgently to be solved at present.RuiLin Training Center run by the author of this paper is just a typical service-oriented small micro enterprise. At the beginning of thistraining center, it is committed to series training courses of computer hardware, software technology and automation. Then series of training programs are set up as follow, such as accounting, English, plane design,etc. After several years of development, it has a certain local reputation in this industry, and its brand value obtained the affirmation of the regional market. However, there is no clear strategy for the future development of the RuiLin Training Center. And if a enterprise is lack of a clear development strategy, it will be very dangerous, and even there will be a crisis of bankruptcy, Because it will lead the enterprise to a weak position in the market with increasingly fierce competitions.This paper makes a case study and takes a service-oriented small and micro enterprise-RuiLin Training Center as the research object to investigate some issues related in its development strategy. Firstly, this paper defines the relevant concepts, contents, categories and characteristics through the relevant literature of the large range of reading and sorting. Furthermore, this paper summarizes kinds of factors that affect the development strategy of small and micro enterprises base on the research results of the existing literature. And then, in order to provide realistic basis to formulate the development strategy, this paper respectively make qualitative analysis of the internal and external environment of RuiLin Training Center by using the PEST analysis method. Finally, combining the quantitative analysis and qualitative analysis of the results, this paper made a comprehensive SWOT analysis,and based on the results above; put forward the relative strategy, general strategy and supporting measures.As a result, this paper indicated that the RuiLin Training Center is currently facing enormous market opportunities, and also has a greater competitive advantage. So it should adopt a growth development strategy by the result of SWOT analysis. In particular, it should adopt the strategyof market penetration in the centralized strategy. At the same time, it should set up some specific supporting measures in in the organization structure reconstruction, staff team building and internal marketing,marketing and other aspects.