| For K-12(all called Kindergarten to 12 th Grade,hereinafter referred to as K12)students,the increasingly fierce competition for further studies has prompted a strong market demand for K12 education and training,a huge base of off-campus discipline training customers,and a long training cycle for students from primary school to high school,resulting in a huge scale of China’s education and training market.With the gradual standardization of the industry market as a whole and the guidance of various policies issued by various departments of the state,K12 education market is growing rapidly.At present,the parents of the post-80 s and 90 s have received good education,have certain economic ability and attach importance to the high level of education.They have their own high standards for the quality of educational content,teaching quality,teaching teachers’ ability and the strength of educational institutions.At the same time,due to the different economic levels and uneven educational levels in different regions,students in economically backward cities and remote areas do not enjoy sufficient and good educational resources,and the regions lack excellent teachers and high-quality educational institutions to make up for the lack of resources.In addition,due to the impact of the epidemic in 2020,schools were closed,the operation of offline educational institutions was blocked,and the online online class mode of "suspension of classes without stopping learning" was started.More students and parents should understand and choose online education.Online education brings challenges to traditional education and training.Most offline institutions are localized and it is difficult to expand across regions.Its site rental cost is relatively high.Industry policies have strict requirements on the operating qualifications,training venues and teachers of educational institutions.These have correspondingly increased operating costs.With the obvious tightening of policy supervision in the education sector,unqualified and unqualified educational institutions have been gradually eliminated.The giant and large education groups in the top echelon of China’s K-12 education and training industry rely on their rich management experience,high-quality human resources within the group,various types of business products and rich funds to accelerate their expansion to the low-tier city market;Medium-sized institutions have been continuously squeezed in market share due to imperfect management system,limited product competitiveness,cost constraints,low organizational structure efficiency;Small and micro training institutions at the bottom occupy a stable market share because of their small scale,low labor cost and simple organizational structure.Striving for survival and development in such a highly competitive environment and breaking out of the dilemma brought by the epidemic situation put forward higher requirements for Changchun Shiyan Education Consulting Co.,Ltd.from the recruitment and training of teachers,the research and development of educational products and contents,to the optimization of internal organizational structure and the improvement of management system.This article analyzes the development status and existing problems of Changchun Shiyan Education Consulting Co.,Ltd.,According to the theory of competitive strategy,Using PEST model to analyze the external macro environment currently faced by Changchun Shiyan Education Consulting Co.,Ltd.,using Porter’s five-force model to analyze the industrial environment,and then analyzing the internal environment of Changchun Shiyan Education Consulting Co.,Ltd.from the aspects of enterprise resources,organizational framework and capabilities of Changchun Shiyan Education Consulting Co.,Ltd.;According to SWOT analysis theory,this paper judges Changchun Shiyan Education Consulting Co.,Ltd.,and uses QSPM matrix analysis to choose differentiated competitive strategy for this company.Through the reform of teaching mode,research and development of innovative educational products,optimization of service mode,improvement of marketing quality,enhancement of brand influence and other aspects of the implementation of competitive strategy.By optimizing the organizational structure,optimizing and perfecting the rules and regulations,constructing the educational enterprise culture and building the talent resource reserve,the four aspects are taken as the safeguard measures for the implementation of the strategy.Through the analysis and formulation of the future development and competitive strategy of Changchun Shiyan Education Consulting Co.,Ltd.,I hope it can give some enlightenment to domestic education companies and make some contributions to the healthy development of domestic education industry. |
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