Research On The Competitive Strategy Of BLY Bilingual Kindergarten In Dalian

At present,the macro form of the early childhood education industry is hot,the national education policy support and the continuous upgrade of people’s education consumption provide good opportunities for the development of the majority of kindergartens.However,while facing opportunities,kindergartens are also facing the pressure of competition brought by various early childhood education institutions,the challenges brought about by the equalization of educational resources and the maturity of consumers.This article selects Dalian BLY bilingual kindergarten as the research object for in-depth investigation and analysis.It is found that there are problems such as lack of clear development direction and long-term lack of core competitiveness in its development process,which restrict its development.In this context,this article attempts to combine the existing corporate strategic theory system with the preschool education market situation and the company’s own conditions to optimize the company’s competitive strategy and implementation.BLY Bilingual Kindergarten is a for-profit private kindergarten.Since its establishment,it has attracted many parents with its "bilingual" characteristic education and high-quality services.After more than ten years of business cycle,the development of the kindergarten is undoubtedly stable.However,due to the increasingly fierce competition in the pre-school education market,the development of the park has gradually reached a bottleneck,and a set of reasonable development strategies need to be formulated to promote its sustainable development in the future.First,the PEST analysis model is used in the analysis of its macro environment,and then the Porter’s five forces analysis model is used in the industry analysis of the preschool education industry.It is found that the overall macro environment is more conducive to the development of private kindergartens,while the degree of competition within the preschool education industry is fierce.Finally,an internal analysis of the park was carried out,and the results showed that its advantages are obvious.Among them,the quality of education services is high,the cost management method is reasonable,and the financial operation ability is strong.Based on the results of this analysis,a SWOT analysis of the kindergarten was carried out.The conclusion is that the kindergarten should use the idea of differentiation strategy.The specific strategies focus on education differentiation,service differentiation,and marketing differentiation.Design detailed implementation measures.Through investigation and analysis,this paper attempts to help BLY bilingual kindergartens break through the current development bottleneck,so that they can continue to develop steadily,and provide samples for solving practical problems for private kindergartens in similar situations.