Research On The Competitive Strategy Of Zhuoerxin Education And Training Co.,Ltd

Education is the foundation of a strong country.Nowadays,it’s not hard to get into a university,but the competition to get into a famous university is still fierce.Although education and training institutions are developing rapidly in recent years,they are also facing great challenges.However,most of the strategic research is aimed at large educational institutions at present,while the research on small and micro education companies is rare.This paper studies the competitive strategy of a small and micro educational enterprise in Zhongshan,which has important practical significance and reference significance.Zhuoerxin Education and Training Co.,Ltd.was established in January 2014.It is an education and training company who focusing on K12 culture course training.Zhuoerxin Education and Training Co.,Ltd.in the senior high school entrance examination and college entrance examination cultural course guidance subdivision is in the forefront of the local.In today’s increasingly fierce competition in education and training industry,How to keep its advantage in the fierce competition and get better development urgently need a competitive strategy to match its development.Based on the actual situation of Zhuoerxin Education and Training Co.,Ltd,this paper analyzes the external environment of the company’s education and training industry by using PEST analysis,Porter’s five forces model and key competitors analysis.The analysis shows that Zhuoerxin education and Training Co.,Ltd.has a good external policy,economic,social and technical environment.But at the same time,it also faces the external threats such as fierce competition and serious product homogeneity.After that,I studied the internal resources and capabilities of Zhuoerxin Education and Training Co.,Ltd.,and obtained the advantages,disadvantages,opportunities and threats of Zhuoerxin Education and Training Co.,Ltd.through SWOT matrix.SWOT matrix shows that Zhuoerxin Education and Training Co.,Ltd.has advantages such as good teaching and research ability,strong ability of new product development,good financial ability and advantageous profit ability,but also has weaknesses such as weak brand ability,weak market promotion ability,lack of talent training stamina,and the company’s management is not in place.Through the specific analysis,the author finally found the conclusion that Zhuoerxin Education and Training Co.,Ltd.adopts the differentiated competitive strategy.The implementation is from four aspects of product,service,channel and brand differentiation.Through the implementation of these measures,Zhuoerxin Education and Training Co.,Ltd.can quickly seize the market in the market competition,thus achieving better development.Finally,in order to ensure the smooth implementation of the differentiation competition strategy,Zhuoerxin Education and Training Co.,Ltd.should quicken paces by shaping the corporate culture,adjusting organizational structure,and improving human resources system.At the same time,in order to control the risks in the implementation of the competitive strategy,Zhuoerxin Education and Training Co.,Ltd.also needs to strengthen the financial management and ERP system construction.