The Strategic Transformation Of Educational Training Industry Under The "Double Reduction" Policy ——Case Analysis Based On Event System Theory

As the world undergoes the greatest change in the century,the competition of cultivating innovative talents is unprecedented.Compulsory education is the most important elements of national education and an essential part of accelerating the construction of high-quality education system and cultivating new talents for the rejuvenation of the nation.As a supplement to compulsory education,off-campus training has largely made up for the uneven teaching resources,single-mode education,and imbalance of teachers in schools and also meet the need for personalized and diversified learning,catering to lifelong learning environment in the society.However,every coin has its two sides.Market-oriented companies cater to the needs of consumers,leading to distortion of its expansion,overstandard and over-prepared training makes students suffer a lot.The unfairness of education is intensified and normal teaching schedule of schools is greatly impacted,seriously detaching from its original path and bringing about numerous anxiety incidents,which is urgent for relevant departments to strengthen its supervision.In July 2021,the General Offices of the CPC Central Committee and the State Council jointly issued the Opinions on Further Reducing the Homework Burden and Off-campus Training Burden of Students in Compulsory Education Level（"double reduction"）,which means that the sword of Damocles hanging over educational training companies has finally fallen.The policy clearly points out that the disorder of off-campus training should be rectified by reducing subject-based training after school,and non-profit off-campus training should be guided by government so that it can return to the right track."Double reduction"can adjust major structural contradictions in current education reform and development,as well as guide public service system of elementary education to return to normal.There is no doubt that promulgation of "double reduction" policy is a milestone in China’s education history,which is changing traditional concept of education.Regulation on current disorderly conduct is just a signal to pave the way for China’s education reform,and a series of policies will be launched in the future.The policy has dealt a blow to the originally flourishing educational training companies.The changes in political environment have not only caused great changes in business environment,but also intensified competition in the industry,making future development of educational training industry uncertain.Companies at organizational level are facing a profound transformation,constantly searching for future strategic development direction.This paper analyses strategic transformation made by educational training industry in facing"double reduction" policy based on strategic transformation theory,using exploratory case study approach by Event System Theory（EST）to examine leading companies in different tracks of educational training industry in three attributes:event strength,event time and event space.This paper analyses the impact of the "double reduction" policy on political,business,competitive and market environments of educational training company,by exploring online and offline education brands that focus on K-12（kindergarten through twelfth grade）business and education technology companies and artificial intelligence companies that provide education products and services,respectively.Considering the representativeness of the case studies,this paper therefore selects Gaotu,New Oriental,Youdao and iFLYTEK as research subjects for each track.At the same time,companies from different tracks have responded to this passive event by creating a series of proactive events that have led to significant changes in technological innovation and adjustment of internal operations.Both external environment of industry and internal operational changes of companies can contribute to the strategic transformation of companies.This paper focuses on examining the similarities and differences in strategic transformation made by different educational training companies in face of the policy,The result shows that educational training institutions that focus on online and offline education should build on their existing business segments and internal resources,and shift their focus to quality education and adult education tracks,while technology companies that use technology to empower education should strengthen their investment in technology,continue to invest in education software and hardware,and expand their product marketing channels and develop potential partners.