| General office of the central committee of the communist party of China and The General Office of the State Council in July 2021 jointly issued by the relevant documents about "Shuang Jian" policy,policy emphasize compulsory norms and energetically rectify subject training,reduce market discipline class training,the discipline class training institutions back to the track of benign competition and development,encourage the development of quality education and training.The "double reduction" policy emphasizes the respect for the law of education and the law of growth,but retains the off-campus training institutions as a necessary supplement to the formal education of schools,and standardizes and restrains their operation and competitive behavior.The promulgation and implementation of the "double reduction" policy marks that China’s out-of-school education has officially entered the era of strong supervision.This paper aims to analyze the effect of the asset-light operation mode of educational institutions under the influence of the "double reduction" policy,put forward the operation mode based on compliance under the New Deal,provide reasonable transformation suggestions for enterprises,and provide relevant information for the government’s subsequent decision-making,which has important theoretical and practical significance.This article from the perspective of management accounting,to analyze new Oriental to deal with the newly issued "double reduction" policy measures.In addition,literature analysis,case analysis and other methods are used to conduct in-depth research on it.Based on relevant theoretical definitions and literature review,the research is carried out based on the basic ideas of "talking about the status quo-theoretical analysis-case analysis-finding problems-making suggestions".The research mainly consists of four parts: The first part is about the enterprise profile and influence of New Oriental before the "double reduction" policy,and the implementation status of new Oriental’s asset-light operation mode after the implementation of the policy.The second part analyzes the effect of financial indicators on the new Oriental asset-light operation model.The third part,based on the smile curve theory,value chain theory and other relevant theories,analyzes the existing problems and the causes of the problems in New Oriental light asset operation.The fourth part draws research conclusions based on the current transformation problems of New Oriental.And put forward specific solutions to new Oriental for the deficiency of asset light operation.The research conclusion shows that: First New Oriental is not enough in the transformation of online education,and there is still an asset-heavy business model.When the business model is asset-oriented,the fixed costs incurred by the company,such as building rent,will be extremely high,resulting in significantly lower asset liquidity and increased risks arising from experience,which is not conducive to improving the profitability of the company.Second,the expenses of New Oriental are unreasonable.Sales expenses remain high.Third,the core business of the enterprise is removed.Although the asset-light operation has expanded the degree of business diversification of the company,the transition diversification without considering the actual situation of the company may backfire and harm the long-term development of the company.Fourthly,the teacher strength is not strong after the hasty transformation.The sudden transformation of traditional discipline training institutions into a new field will inevitably lead to a shortage of teachers and fail to effectively continue the previous reputation.Fifth,The response of New Oriental to the national "double reduction" policy is not enough.New Oriental Education should adhere to the social responsibility,clear its own positioning to improve the ability and level of educational services,and help the in-school education.The above research conclusions have very good practical significance: First,enterprises should adjust their capital structure as soon as possible,optimize the scale of assets,improve the efficiency of asset use through more refined management costs,and constantly create new impetus for the operation and development of asset-light enterprises.Second,try to use other transformation modes,try to explore the education complex mode,make use of the remaining campus and various resources accumulated by the enterprise itself to reduce the risk of trial and error.Third,further expand international education and opening up to the outside world to provide new methods and models for overseas learners to learn Chinese.To carry forward traditional Chinese culture and build a new window of cultural exchange for overseas learners against the background of complex international relations;Explore the development of international Chinese language and expand new overseas business.Fourthly,the progress of teacher training for new business should be accelerated.Excellent teachers are the necessary conditions for the healthy development of educational enterprises.Fifth,attach importance to the online education market.Through the online education model and the refinement of the target market,we can grasp the target customer group,enhance customer loyalty,cultivate long-term customers,and realize the effective transmission of teaching resources in a low-cost and efficient way in accordance with the national call for reducing cost and increasing efficiency.Sixth,set up quality education,family education,actively cultivate a large number of high-quality groups,for the construction of the motherland to consolidate the talent base.Seventh,to assist in on-campus education,change enterprise products from off-campus supplements to on-campus necessities,make up for the business loss of off-campus education,provide off-campus trusteeship services,use teacher-student interaction,student interaction,scientific supervision and other ways to promote the development of good living habits and learning habits of students. |
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