Research On Competitive Strategic Of JJL Study Abraod Agency

With the rapid development of China’s economy,the improvement of people’s living standards,and the increasingly close international exchanges,the number of people who choose to study abroad is increasing year by year.With the characteristics of low cost and large profits,a variety of study abroad agencies are quietly rising.After40 years of development,this field has become a red sea,with a basic industrial pattern and many competitors.As the first batch of overseas study agencies certified by the Ministry of education,JJL overseas study company has developed for more than 20 years.As a leading company in the industry,JJL overseas study company has been at the leading level in marketing mode and product innovation.However,with the fierce competition,the service homogeneity and marketing homogeneity of intermediary agencies in the industry are serious.The scale of the company is expanding,but the profit is not optimistic.Therefore,it is of great practical significance to study how to find a more effective competitive strategy for the company,obtain a sustainable competitive advantage,and withstand the impact of some new enterprises and old competitors under the situation of fluctuating international situation,lower and lower information barriers,increasing information transparency,emerging new technologies and evolving industry pattern.This paper uses PEST model and five forces model to analyze the external opportunities and threats faced by enterprises,and uses VRIO framework、value chain to analyze the internal environment of enterprises,so as to find out the core competitiveness.IEF and EFE matrix are used to quantitatively analyze the internal and external environment of an enterprise,and CPM matrix is used to analyze competitors.Then,SWOT is used to match the strategy,two alternative strategies are selected,differentiation and focus,as for although the enterprise can make good use of the external advantages,it also has obvious disadvantages.It needs to adjust the strategy,improve its internal ability,and make the enterprise radiate greater vitality.Then,QSPM matrix is used to quantitatively evaluate and select the best strategy:differentiation strategy.Finally,according to the determined strategy,the strategy implementation plan is formulated,and the specific strategy and implementation guarantee,as well as the evaluation and control of the strategy are determined.The specific strategy is to analyze the product differentiation,marketing methods and channels one by one,so as to ensure the implementation of the appropriate strategy;optimize the organizational structure,improve the human resource guarantee,give financial guarantee,and strengthen the corporate culture to provide strategic guarantee;evaluation and control of the strategy is to ensure the implementation effect.