Research On Development Strategy Of Zhonggong Education Company

In the Tenth Five-Year Plan,it is clearly stated that "the party’s education policy should be fully implemented and priority should be given to the development of education",and the development of education has been implemented as a national strategy.Education is divided into general education and vocational education.Under the background of structural unemployment,the phenomenon of college students’ difficulty in employment and the difficulty in recruiting technical posts exist at the same time,the state has paid more attention to vocational education.Since the 18th CPC National Congress,the Central Committee with Comrade Xi Jinping at the core has repeatedly stressed that vocational education is as important as general education,and the development of vocational education should be placed in a more prominent position.With the strong support of national policies,the scale of China’s vocational education market has expanded rapidly,reaching 650.5 billion in 2020,a year-on-year increase of 13.15%.The market potential of vocational education and training in the future is huge.As a leading enterprise of vocational education and training institutions,Zhonggong education’s market scale is constantly expanding,but its main business proportion is too high and its ability to resist risks is weak.This thesis analyzes the internal and external environment of Zhonggong education to help it find the right development strategy.Based on the theory of enterprise strategic management,this thesis analyzes the macro environment and industry environment of Zhonggong education by PEST analysis tool and five forces model respectively,and draws a conclusion that the external environment opportunities currently faced by Zhonggong education are greater than threats by using external factor evaluation matrix.This thesis analyzes the internal environment of Zhonggong education from the aspects of enterprise development,internal resources and capabilities,core competitiveness,etc.,and draws a conclusion that the internal advantages of Zhonggong education outweigh the disadvantages by using the internal factor evaluation matrix.Using SWOT analysis tools,it is concluded that Zhonggong education should adopt growth strategy.According to the current situation of enterprises,the growth strategy is chosen as diversification strategy.Combining with the mission and vision of the enterprise,this thesis expounds the basis for choosing the diversified strategy,and formulates the development goals,strategic core tasks,implementation measures and safeguard measures of the development strategy of the enterprise in the strategic cycle,so that it can combine the internal advantages,seize the development opportunities of the industry,maintain the core competitiveness and consolidate the leading position of the industry in the fierce industry competition.By analyzing the internal and external environment,this thesis concludes that the external opportunities of Zhonggong education in China are greater than threats,and the internal advantages are greater than disadvantages.We should choose the growth strategy,and the way of growth strategy is diversification strategy.With the help of the resources established by civil servants’ business,we should expand horizontally to reduce the risks caused by excessive concentration of main business.The selection basis of diversification strategy is:the main business accounts for a high proportion of risks,the available resources for horizontal expansion are abundant,the vocational education is deeply supported by national policies,the market of other tracks in vocational education is vast,and the leaders’willingness to diversify.The core tasks of the diversification strategy within the strategy cycle are:reducing the public examination business revenue to less than 30%,developing the postgraduate training business rapidly,strengthening the construction of digital platform,and building a first-class talent team.The implementation measures of diversification strategy are:product diversification,market diversification,curriculum diversification and marketing diversification.The safeguard measures of diversification strategy are:maintaining brand image and enhancing market competitiveness;Pay attention to product innovation and maintain the leading position in the industry;Increase R&D investment and ensure R&D level;Build a talent echelon to prevent brain drain;Pay attention to cultural training and enhance cultural soft power.