A Study On The Growth Strategy Of K12 Education And Training Industry Entrepreneurial Enterprises

With the rapid development of China’s economy and society,the income level of Chinese residents is constantly improving,and the proportion of people’s expenditure on education is also rising rapidly.The contradiction between the huge demand of basic education and the limited supply of social education is increasingly prominent,which leads to the broad potential demand for preschool to high school basic education(K12 education for short)training market.Meanwhile,it provides a rare opportunity for the growth of entrepreneurial enterprises in this industry.As an entrepreneurial enterprise in the K12 education and training industry,JS Education Group is in the rising stage of development.The development of the company,the expansion of the campus,the comprehensive coverage of educational resources and the quality of staff are in urgent need of improvement.It is necessary to discuss the growth strategy that matches the core advantages of JS Education,the characteristics and stages of the enterprise depend on the basis of drawing lessons from mature enterprise.This paper discussed the issues related to the growth of entrepreneurial enterprises under the background of K12 education training industry,which took the development of enterprise strategy as the main line.Firstly,it introduced the theories of enterprise life cycle and strategic management,and sorted out the literature related to the development of K12 education and training industry.Then,started from the industry background,this paper studied the industry overview of China’s K12 education and training market,including the industry development process,industry market segmentation and market scale,analyzed the market competition pattern in the industry,and summarized the current development characteristics of China’s K12 education and training industry.It also commented on the development strategies of typical enterprises in the K12 education and training industry,such as New Oriental Education,TAL Education Group and YUANTIKU.On the basis of literature review and theoretical foundation,this paper adopted the method of single case study to analyze the growth strategy of JS Education Group.Based on the actual survey work,it analyzed the factors affecting the formation and implementation of growth strategy and summarized the strategic transformation and evolution path of its development process.combined with the development bottleneck in the process of development,it used PEST,SWOT and Porter’s five Forces model as the analysis tools,this paper clarified the growth strategy of JS Education,especially the market penetration marketing strategy and concentrated development strategy.After more than one year’s practice(mainly in Qinhuai campus),the market penetration marketing strategy and the concentrated development strategy of JS Education had achieved some results and achieved the expected results of double improvement in performance indicators and service quality.The next step is to promote this scheme in other campuses of the whole group,hoping to provide some references for the growth strategy planning of other private educational institutions in the entrepreneurial stage.