Research On The Development Strategy Of The Art Study Abroad Business Of SKD Art Education Consulting Company

In the tide of economic globalisation,the number of students studying abroad has increased year by year.Nowadays,China has become the world’s largest exporter of international students.Art study,as a part of the overseas study,has also shown an upward trend in recent years.However,with the changes in policies and situations at domestic and abroad,it brings excellently uncontrollable to the development of this industry.SKD Art Education Consulting Co.Ltd.is an organisation specialising in art project planning,art portfolio training,overseas art college application,student employment training company.The art college application is its core business.Now it has established seven branches in Beijing and Shanghai,and obviously,SKD has outstanding achievements.However,after the country liberalised the market access for overseas study agencies in 2017,the defects of low brand awareness,narrow market channels and lack of characteristics of products are emerging day by day,and the survival of enterprises is facing significant challenges.In the face of challenges,SKD Art Education Consulting Co.,Ltd.needs to start with the formulation of the company strategy to deal with the crisis and survive in the highly competitive market.This paper first uses the PEST analysis method to analyse the opportunities and threats of the macro environment that enterprises face from the four factors of politics,economy,society and technology.Using Porter’s Five Forces Theory to sort out the industrial competition environment it faces,and interpret the current situation of the study abroad industry and the art study industry.Secondly,it combs the advantages and disadvantages of SKD Art Education Consulting Company and uses SWOT analysis method to take the ability expansion and differentiation strategy as the leading strategy of SKD Art Education Consulting Company.With the opportunity of China’s study abroad,relying on the company’s current advantages,we will continue to expand the existing art study based on the continued development of the existing business market and the development of its segmented and derivative businesses.Market boundaries,the road to expanding the development strategy of brand influence.Finally,it explains the safeguard measures of the strategy from six aspects: strengthening the internal governance structure of the company,developing human resources,strengthening brand influence and expanding the internal and external markets.This research institute designs the development strategy of SKD Art Education Consulting Company’s art study abroad business,which is a beneficial attempt for the company’s current market position.It hoped that this study could provide a reference for other enterprises of the same type,help clarify the development ideas of art study abroad institutions and improve their development level.