Research On The Competitive Strategy Of School Education Business For QIHANG Education Group

Along with the development of the economy and society,the realisation of the goal of the Chinese Dream,the continuous reform of the education system and the promulgation and implementation of the Law of the People’s Republic of China on the Promotion of Private Education,private education has entered a rapid stage of development.The rising awareness of education and the implementation of the national two-child policy have called for an upgrade in quantity and quality in the field of basic education,both of which have provided favourable conditions for the rapid development of private education.However,with the influx of many private education enterprises into the education industry in recent years,the industry has presented many problems and obstacles to sustainable development,such as fierce competition,lack of management and shortage of teachers.In particular,the impact of the epidemic in the past three years has led to increased competitive pressure on many private schools,a shortage of students and capital losses.If they do not adapt to the new situation as soon as possible,some private enterprises or schools will face the risk of losing their competitive edge,losing growth opportunities or even triggering elimination.Therefore,it is urgent to develop a scientifically appropriate competitive strategy.QIHANG is a well-known private education enterprise in City Changchun.During its 10 years of existence,QIHANG has used advanced education and schooling concepts and scientific management experience to promote education reform and the steady development of private education in the region,and its educational influence and brand influence have been continuously enhanced.The Group’s school education business includes the basic education stage(elementary and junior high schools)of QIHANG Experimental School and the basic education primary and secondary schools entrusted by QIHANG.However,due to the fierce competition in private education in recent years and the arrival of the post-epidemic era,the business is also experiencing slow development,lack of excellent teachers,insufficient brand influence,and insufficient storage capacity for sustainable development,etc.The Group needs to highlight its strengths to rationalize and optimize its structure,so as to build core competencies with growth,enhance its vitality in the market,reasonably integrate and utilize high-quality resources,and find new high-quality resources and growth points.These are the issues and challenges facing the business.Based on theories related to competitive strategy and corporate strategic management,this paper analyzes the current situation of the business,its problems and causes,internal resources and capabilities,as well as the strengths,weaknesses,opportunities and threats of the business.Subsequently,an EFE matrix was constructed for the external opportunities and threats of the business,and an IFE matrix was constructed for the internal strengths and weaknesses.Using PEST analysis and SWOT analysis tools,we analyzed the macro environment and industry environment of the business respectively,analyzed the five sources of competitive forces of the business using Porter’s five forces model to understand its competitive situation,and finally used QSPM evaluation matrix method to comprehensively consider the internal and external factors of the business and combined with three competitive strategies(cost leadership strategy,differentiation strategy and concentration strategy In this study,the competitive strategy suitable for the development of this business was identified as the differentiation strategy,and the implementation path of this business strategy and the implementation guarantee measures were also proposed.It is hoped that this study can provide a better reference for the development of local private education and group education enterprise market,new ideas,new development and new concepts of management and operation.