Research On The Development Strategy Of Dalian AB Children’s English Training Institution

The huge demand for children’s English training has led to the continuous development of the domestic children’s English education and training market.At present,the children’s English education and training industry in China has gradually entered a mature stage.Dalian AB Children’s English was founded at the end of 2016.At the beginning of its establishment,Dalian AB Children’s English was one of the earliest and larger local children’s English training institutions with all foreign teachers.However,in recent years,with the change of national policies on the education and training industry and the accelerated development of the Children’s English training market in Dalian Development Zone,the competitive pressure of AB Children’s English has also increased,the speed has slowed down significantly,and the performance growth has been severely challenged.Based on the theories of enterprise development strategy and PEST model,this paper analyzes the macro environment of the political and legal environment,economic environment,social and cultural environment and technical environment of the enterprise.Using porter’s five forces model,this paper analyzes the industry environment of DDA from five aspects: suppliers’ bargaining power,buyers’ bargaining power,substitutes,potential entrants and existing competitors.At the same time,the internal resources and capabilities of the enterprise internal environment analysis;Finally,the SWOT analysis method is used to analyze the strengths,weaknesses,opportunities and threats of Dalian AB Children’s English organization to form a SWOT matrix.In combination with the strategic objectives of the company,the development strategy is formulated for the school district.On the basis of ensuring the existing competitiveness of the enterprise,the enterprise should be guided to develop new products,open up new markets and adopt new management modes so as to expand the scale of production and marketing of the enterprise.It is found that the strategy formulation of Dalian AB Children’s English should be development-oriented and combined with the strategic objectives of the enterprise.ST strategy is more in line with the strategic goal of the enterprise,that is,make full use of the advantages of the enterprise to avoid external risks.On this basis,specific strategic measures and related guarantee mechanism are put forward.This paper aims to help Dalian AB Children’s English to expand its business scale,improve its brand influence and achieve sustainable development by studying the development strategy of Dalian AB Children’s English training institution.At the same time,the enterprise is representative in the children’s English training industry.The analysis and research on it can provide reference for the operation and development of similar institutions and investors who are ready to enter the industry.