Research On The Development Strategy For Changchun New Oriental Education Consultancy Ltd.

In recent years,under the strong support for private education from the government,private education and training institutions have begun to play an increasingly important role in the education system.With the popularization of higher education and the increasing competition in the job market,d more and more college students hope to,and need to,acquire more knowledge,enhance their core competitiveness and develop new job skills through further study.In order to meet the increasing course requirements of college students,there have been countless private education and training institutions in Changchun.New Oriental Changchun Education Consulting Co.,Ltd.is such an education and training structure,which provides short-term or long-term training courses covering domestic examinations,including College English Test Band 4 and Band 6,Graduate Entrance Examination,Teacher Qualification Examination,and Civil Service Examination and so on.The company was established in July 2020.As a start-up company,it faces many problems such as unreasonable organizational structure,serious product homogeneity,and insufficient market development capabilities.How to enable the company to solve its current problems and find a development strategy to promote the healthy and sustainable development of the company has become an urgent problem to be solved in the context of the continuous changes in the country ’ s policies for private education enterprises.This article takes New Oriental Changchun Education Consulting Co.,Ltd.as the study subject and introduces the development status of New Oriental Changchun Education Consulting Co.,Ltd.,including company profile and its organizational structure.After analyzing the internal environment and external environment of New Oriental Changchun Education Consulting Co.,Ltd.by means of the PEST analysis method,it is found that the company has insufficient reserve capacity of human resources,the very homogeneous training courses,urgent improvement of marketing strategies,and single market development of business projects.The main reasons for these problems are the lack of effective and professional team management,excessive reliance on traditional ways of acquiring customers,and failure to standardize product services.Next,the Porter five forces model is used to analyze the competitive environment of the education and training industry where New Oriental Education Consulting Co.,Ltd.is in;the SWOT analysis method is used to analyze the company ’s advantages,disadvantages,opportunities and threats one by one.As a result,the SWOT Matrix of New Oriental Changchun Education Consulting Co.,Ltd.is formed with four different alternative strategic directions,namely,enhanced strategy,diversified business strategy,reversal strategy,defensive strategy.With the combination of the macro environment and internal resources of the company,it is finally determined to choose the enhanced SO strategic direction that takes advantage of the company’s external opportunities and gives full play to its advantages.In order to realize the short-term development goal of developing New Oriental Changchun Education Consulting Co.,Ltd.into an excellent education and training institution in Changchun City,Jilin Province,and ultimately achieve the long-term development vision of an excellent,respectable,and culturally valuable educational institution in China,the company adopted brand strategy,technological innovation strategy and comprehensive one-stop service strategy to realize the corporate development vision.This article hopes that through the study of the development strategy of New Oriental Changchun Education Consulting Co.,Ltd.,while finding a feasible development strategy for the company’s sustainable development,it also provides a certain reference and reference for the development of other education and training institutions in the same industry.