Research On The Competitive Strategy Of M Parent-Child Swimming Business

Since the 21st century,with early childhood education industry has become a"golden zone",Parent-Child Swimming(PCS)as a new form of industry development.After a decade,PCS has "let a hundred flowers bloom".Currently,the PCS industry in China is still in the exploration stage,with little literature on theoretical research and some chaos in the industry’s development process.Moreover,more problems have emerged due to the lack of unified standards and regulations in the market.Some measures must be taken if the PCS enterprises can stand out and even keep their edge in the fierce competition,such as the highlight of industrial characteristics,excavation of market needs,and adoption of methods for suitable competitive strategies for the business.Taking M Business as the research subject,this paper utilizes information from field observations,surveys,and chart analysis that is gathered from the visits and investigations into multiple PCS enterprises and other natatoriums alike in Beijing,and synthesizes existing literature based on Michael Porter’s Competitive Advantage Theory for companies and other models of strategic management,hoping to achieve an optimum combination of related theories and practice.During the analysis of M Business,the author first examines from three dimensions—coaches,members,and non-members through their questionnaires,communicates with investors,managers,and staff,and investigates into 13 PCS enterprises and 4 other enterprises alike that are competitive among the industry in Beijing,which helps glean sufficient information and first-hand data for further analysis of the development of the PCS industry and M Business.Second,this paper analyzes the macro-environment,industry environment,and competition context that M Business resides in to elucidate its market orientation and development trend based on Porter’s Five Forces Analysis and the Strategic Group Analysis.Third,this paper analyzes the resources and ability inside M Business in the VRIO framework for value chain analysis,aiming to clarify the internal logical relationship among various steps and discover the company’s core competence and competitive advantage.Forth,this paper explores the strengths,weaknesses,opportunities,and challenges that are facing M Business based on the SWOT analysis,arguing that the company should fully exploit its advantages to alleviate their disadvantages and embrace the opportunities to avoid potential risks.In terms of strategic choice,it is proposed that M Business is suitable to adopt the Focused Differentiation Strategy,accurately locate the customer group and grasp the needs,such as expanding their curriculum,humanizing customer service,optimizing the employee training,selecting marketing channels and price strategies adequately,improving the popularity of ECE in swimming,increasing brand image and identity,hoping to provide a reference to M Business to boost the healthy development of the PCS industry.