Research Of The Development Strategy Of TAL Corporation

Under the background of promoting the development of Elementary education,improving national quality and educational equity,the educational training industry is facing a valuable strategic opportunity.With the rise of Internet education,traditional educational training is facing new crises and challenges,so the research on the development strategy of educational training enterprises is positive to improve the competitiveness of educational training enterprises.In this paper,the research object,TAL,started from the traditional training in primary and secondary school,and also faces the competition of traditional education institutions,and the challenge of new educational modes.It is of representative significance in the study of transformation of traditional education enterprises..Under the guidance of enterprise strategy theory,this paper uses PEST,five force model and value chain analysis to make a comprehensive analysis of the macro environment,the industry environment and the internal environment of TAL company.Then,we use SWOT to sum up the opportunities and threats faced by TAL,as well as the internal strengths and weaknesses.And it is concluded that opportunities outweigh risks.According to the results of the analysis,and by combining the vision,mission and development status of the TAL,we put forward that TAL should execute diversification strategies,it should combine offline and online,extracurricular training and public education business development,build industrial chain,and construct a diversified development strategy and differentiation business strategy.To ensure the smooth implementation of the strategy,we put forward six safeguard measures adapted to the TAL development strategy,which are the construction of enterprise culture,the sound organizational structure,the sufficient fund guarantee,the promotion of brand value,the strengthening of the training of talents,and the strengthening of scientific and technological innovation.Finally,we draw the following inspiration:the educational training institutions should combine their own characteristics,find the advantages and disadvantages to make the right development strategy.