Research On Transformation Strategy Of BH Online Education Company Under "double Reduction" Policy

With the development of information technology in recent years,the online education industry has witnessed rapid growth in China.The online education industry has achieved "explosive" growth with the characteristics of remote services,which can carry out normal teaching activities during the epidemic era.The "double reduction" policy issued by the state in July 2021 advocates that education should return to its essence,which had a great impact on the online education industry.The "double reduction" policy has led to changes in the target market of online education enterprises.Their courses and product types need to be handled in compliance,and marketing methods need to be changed.Online education enterprises are facing passive strategic transformation.Based on the literature of strategic management,strategic transformation and case study of education enterprise strategy management,combining the actual case of BH company’s strategic transformation,the paper analyses the development status of BH company and the problems in the development process,and uses PEST,SWOT and other strategic management analysis tools to analyze the internal and external environment.Formulated the "ST Strategy" under the BH’s strategic goal of adhering to the development direction of the main business of online education for children,in order to give full play to the competitive advantages of BH Company and optimize its existing strategy to cope with the threats brought by changes in the external environment.This paper puts forward the implementation of strategic transformation from four aspects: adjusting target market,creating core quality courses and products,optimizing marketing channels,and carrying out refined operation,and provides guarantee measures from the aspects of the corporate culture,management system,talent and capital.The research content of this paper is for BH Company to find a practical route that conforms to China’s current national conditions and responds to the national policy requirements of "enabling education by science and technology",which has important practical significance and can be used for reference for the strategic transformation of other online education companies.