Research On The Development Strategy Of Lingying English Training Institute

Since the reform and opening up,with the continuous expansion of the domestic economic scale and the continuous improvement of residents’ income levels,the scale of people’s needs to improve the quality of life and improve their spiritual needs has also increased year by year.Education and training have always played a very important role in improving people’s overall quality.In addition to compulsory education and public education and training institutions,private education institutions in China have also gradually developed.In the face of fierce competition in the industry,how to set a reasonable enterprise development strategy is of great significance to education and training institutions.With the development of global trade integration and economic globalization in recent years,the teaching and training of business English has become more and more mature.In addition,in the context of globalization,although Changchun’s demand for English learning is not as obvious as that of coastal and first-tier cities,due to the influence of its industrial base,many joint ventures and foreign-funded enterprises have built factories here,making Changchun’s economy develop rapidly.As a result,Changchun has more and more training institutions for business English.However,the continuous expansion of this demand has also made various problems hidden in the related education and training process more and more prominent.While finding new opportunities,Ling Ying English Training Company,a local training institution in Changchun,has also felt unprecedented pressure and challenges.In the process of the rapid development of the industry and the continuous emergence of new business forms,how can enterprises formulate a set of development strategies in line with the characteristics of enterprises and set up a scientific system for enterprise development through the internal and external environment and advantages,disadvantages,opportunities and threats seem very important.By using the method of strategic analysis,this paper systematically analyzed the external environment and internal environment faced by Ling Ying,and uses PEST analysis of macroeconomic environment analysis to analyze the external environment of Ling Ying,and analyzed the internal environment of Ling Ying by analyzing the resources,capabilities and value chain of Ling Ying.Finally,the SWOT analysis model is used to analyze the internal and external comprehensive analysis of Ling Ying.The opportunities and threats,strengths and weaknesses faced by Ling Ying are discussed,and the coping strategies are put forward according to the SWOT analysis model.This paper believes that the corporate level strategy that Ling Ying should choose is the diversification strategy and the market development strategy;the business unit strategy that Ling Ying should choose is the blue ocean strategy;and the functional level strategy that Ling Ying should break through and grasp in four areas: marketing strategy,research and development strategy,production and operation strategy,and human resource strategy.