| With the rapid improvement of information technology,the impact of information technology on us has permeated into every aspect of national life,and education has entered the information age.The outline of the “national medium and long-term education reform and development plan(2010-2020)is clearly proposed that “Information technology has a revolutionary impact on the development of education,we must pay highly attention to it”.In this context,a large number of high-tech enterprises in education informatization emerged.Education isn't just a school's responsibility,though.How to implement the national education informatization policy and achieve the goal of the collaborative education? We need to seek a set of systematic and complete ideas and comprehensive solutions.So we start Shenzhen Youwe Educational Technology Co.Ltd.It is a high-tech enterprise that carries out education informatization service based on video technology.The company is undergoing a transformation from the role of agent of China mobile to the role of education technology software R&D company.In this critical period of the company's transformation,a clear set of strategic positioning,strategic choices and implementation safeguards are needed.This paper is based on Shenzhen Youwe education technology company.In the first part,we elaborate the background and significance of the research,define the basic research methods of literature analysis,market research and case analysis,determine the research content framework,and introduce the literature and theoretical research foundation related to this paper.In the second part,the current status of Youwe company is introduced,and the main problems of the company are described,including unclear strategic positioning,insufficient brand construction,emphasizing sales rather than operation and the need to improve organizational management,etc.The main causes of the problems areanalyzed.The third part analyzes the strategic environment of Youwei company.Firstly,the external environment of the company is analyzed.The analysis methods include PEST analysis and Five Forces analysis.PEST analysis is an analysis of the political environment,economic environment,social environment and technical environment of a promising company.Five-force analysis is an analysis of the threat of potential entrants,substitute threats,bargaining power of buyers,bargaining power of sellers and existing competitors.Subsequently,the internal environment of the company was analyzed,including the main products,marketing capability,brand construction,organizational management,customer relationship,and financial and financing capacity.Finally,this paper extracts the advantages,disadvantages,opportunities and threats of youwei company,and completes the SWOT analysis of the company.In the fourth part,we have made clear the strategic positioning of the company to be the "Leader of China's collaborative education" and identified the development sub-goals and four development stages.Based on the actual situation of the company,we believe that the company should adopt the SO offensive strategic choice,that is,the company should make full use of opportunities and advantages.Under this strategic choice,we clearly put forward the strategic planning and strategic development goals for the company,determined that the company should take the focus strategy as the strategic choice at the current stage,and analyzed the main reasons for making this strategic choice.In the end,we have formulated the safeguard measures for the implementation of the strategy from the dimensions of sales model expansion,product research and development enhancement,brand construction enhancement,organizational level improvement,and customer relationship operation. |
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