English Training Institutions Competitive Intelligence Analysis

Facing the new situation, the new problems and the new challenges in bothdomestic and international, the domestic English training industry also faces enormouscrisis, as it is easy to join the English training industry, lack of development strategy,differentiation and other factors, resulting in the competition of English trainingindustry become increasingly fierce, competitors are more and more strong, challengesare also different, for an enterprise, opportunities and threats exit side by side.Besides talent, capital and technology, another survival factors of enterprise isCompetitive Intelligence, it has been listed the fourth element vital importance byAmerican Harvard Business Academy, showing the importance of competitiveintelligence for the survival of enterprises. Competitive intelligence has the function toimprove the market competence of enterprises, which played an important role indeveloping process of many foreign enterprises. Facing the fierce competition, Englishtraining institutions must adopt the effective competition theory and strategy to improvecompetence. Competitive intelligence analysis of English training institutions can helpenterprises to change itself and the social politics, economy, market, make rightdecisions, enhance its ability of survival and development, and realize the sustainabledevelopment of enterprises.This article is based on the Competitive Intelligence of Chinese English traininginstitutions, analyzes the importance of Competitive Intelligence to Chinese Englishtraining institutions, the industry competition theory as the research foundation, analyzethe content of competitive intelligence. Using Potter’s Five Force analysis and PESTanalysis to analyze the micro-competitive environment and macro-competitiveenvironment of English training institutions, competition situation analysis English training industry, formulate a scientific development strategy for English languagetraining institutions. The New Oriental Education&Technology Group as an example,using SWOT method to analyze its strengths and weaknesses, as well as New OrientalEducation Group’s opportunities and threats, and puts forward the strategic goal of theenterprise location. In order to provide effective intelligence, improve the competenceof English Training Enterprises, we should Establish a competitive intelligence system.