Research On The Competitive Strategy For Fenbi Technology Co.Ltd.

Fenbi Technology Co.,Ltd.（hereinafter referred to as "Fenbi company"）was established in 2015.It is a teaching institution focusing on adult vocational training,mainly engaged in civil servants,public institutions,teacher qualification assessment and postgraduate entrance examination.After the continuous expansion of the company’s business,it now also includes other types of vocational education examination and training: Zhuhui examination,CET-4 and CET-6,military civilian,etc.After seven years of development,the company’s app "Fenbi vocational education" has been rated as the "favorite test preparation artifact" by the candidates for the public test.The "Fenbi model test competition" launched by the company every week is also extremely popular.It is frequently found on the microblog.It can be said that the Fenbi company is a real traffic company.At the beginning of 2020,due to the impact of COVID-19,offline training institutions could not normally carry out offline teaching.Most training institutions have not paid attention to online course training for a long time,so they cannot quickly obtain the qualification of online teaching.At this time,the online teaching advantages accumulated by Fenbi companies for a long time began to highlight gradually,and the number of students enrolled in online courses increased explosively.Moreover,the company’s high-quality teachers and good service level are deeply loved by students,and the course repurchase rate is very high.Therefore,by the end of 2020,Fenbi company has become the leader in the field of adult vocational training in China.However,in 2021,with the implementation of the "K12 double reduction" education policy,Beijing ape Power Education Technology Co.,Ltd.,as the parent company and main investor of Fenbi company,was hit hard,and its ape counseling,ape search and zebra AI classes were hit one after another.The adjustment of the education policy has made investors wait-and-see on the education industry,and their investment enthusiasm has also been declining.Therefore,Fenbi companies that have lost their parent company’s investment are also facing great pressure that foreign investors have nowhere to go.Therefore,the author makes an in-depth exploration and Analysis on the current problems faced by the Fenbi company from the aspects of cost,manpower,capital,etc.,and analyzes the current situation of the company by referring to the research results of many Chinese and foreign scholars on competitive strategy,combining the competitive strategy theory,core competitiveness theory and strategic management theory,and using PEST analysis and SWOT analysis to analyze the advantages of the company under the current external environment Disadvantages,opportunities and risks.At the same time,Porter’s five forces model is used to analyze the current competitive environment in the online education industry.Then,through the SWOT matrix comparative analysis,it is concluded that the most suitable strategic type of Fenbi company is growth oriented,supplemented by transformation.On this basis,by comparing the implementation basis and scope of application of the three general strategies,the final conclusion is drawn,that is,the most suitable competitive strategy for the development and growth of the Fenbi company is the centralized and differentiated competitive strategy,that is,the integration of the centralized strategy and the differentiated strategy can provide the Fenbi company with competitive power for sustainable development and make it develop healthily.