Research On The Development Strategy Of ZK Corporation,a Small And Medium Educational Institution Under The Background Of Digitalization

In recent years,in view of the rapid development of digital technologies such as the Internet,big data and artificial intelligence,a large number of education and training institutions in China have begun to carry out the deep integration(OMO)development of online and offline integration,and continuously carry out the development of digital transformation.COVID outbreak in 2020-19 outbreak of traditional offline small and medium-sized education training institutions caused the survival crisis,many small and medium sized digital transformation of education and training institutions in the education industry development and the impact of the outbreak of COVID-19,began to digital transformation and upgrading of development,and the lack of scientific development strategy planning is the most important factor in the digital transformation.Therefore,it is imperative to study the development strategy of small and medium-sized education and training institutions under the background of digitalization.This thesis studies the development strategy of small and medium-sized education and training institutions under the background of digitalization by using the method of literature,case analysis and questionnaire survey and taking ZK Company as an example.Firstly,the research background,research significance,literature review,research content and methods are described.Secondly,the concept of digital and small and medium-sized enterprises is defined,and the concept and framework of enterprise development strategy,the management process of development strategy,the types of enterprise development overall strategy and business strategy,and the analysis tools of development strategy used in this study are explained.Thirdly,it analyzes the main problems existing in the development of ZK company under the background of digitalization based on the general situation of ZK company,the company’s existing resources and operation ability.Then,using PEST,Porter’s five forces model and SWOT,the thesis analyzes the macro environment,competitive environment and micro environment of ZK’s development under the digital background.Then,the development strategy of ZK company is formulated and selected under the background of digitalization.Firstly,the strategic positioning of ZK company is made from two aspects: enterprise vision and mission,and development strategic goal.Finally,it puts forward the implementation guarantee strategy for the development strategy of ZK Company from four aspects: talent,organization and enterprise culture,technology and system.The main conclusions are as follows :(1)It is found that the main problems in the digital development of ZK Company are the insufficient content and form of products,the outdated marketing methods,the lack of specialization in teaching management through digitization,and the low effect of educational administration management.(2)Formulated and selected the development strategy of ZK Company.First of all,the strategic positioning of the ZK company,formulated the "become a great and respected education training group,create domestic famous K12 education training brand" of the enterprise vision,put forward "is different to the child’s future" as the enterprise mission,has been clear about the background of digital ZK short-term,medium-term and long-term goals for the development of the company.Second,SWOT matrix is established under the background of digital ZK company development strategy,the opportunity is greater than the threat,the disadvantages outweigh the advantages,thus ZK company development overall strategy use defensive(settlement)strategy is given priority to,enterprising(SO)strategy is complementary,in view of the high concentration of the customers,identify its business strategy for centralized strategy.Finally,the thesis puts forward four functional strategies of product and service,marketing,teaching management and educational administration management under the background of digitalization.(3)personnel,organization and enterprise culture,technology and system four safeguard measures,the ZK company should pay more attention to digital education training talents classification,its training and external introduction and the talent team construction,organization and enterprise culture in the ZK company should build digital development organization structure,set up the digital enterprise culture,In terms of technology,ZK Company should make use of big data technology,adopt Internet communication technology,and apply artificial intelligence technology.In terms of system,ZK Company should establish an enterprise system to encourage innovation,establish a sound talent system guarantee,and improve the marketing performance management system.