An Analysis Of The Competitive Strategy Of International Education Exchange Project Of Dibang Education Management Group

Education internationalization is an important character of the education development in the world present. The internationalization of basic education is also a focus of global reform of basic education in the new century. China’s accession into the World Trade Organization in December2002promoted the opening-up of our education, and the education market has become more and more globalized. Various kinds of international educational exchange organizations also came into being, among them Dipont Education Management Group is one of those which has an exceptionally rapid development.In1990, Dipont was established in Australia. With the rapid development of educational service trade, Dipont successfully turned from a pure consultant engaged in overseas study and immigrant into a large education group operating various types of international educational exchange programs. In1994, Dipont’s headquarter officially moved to China mainland, at the end of2010, Dipont had set up branches in11cities of china, and representative offices in the United States and Canada.Dipont Educational Management Group deals professionally with services include international Educational Exchange, immigration consultancy and language training. Among them the international educational exchange program is the fastest-growing program with the highest rate of profit margin. Since2002, the international course project was firstly introduced to Dipont, Dipont’s international educational exchange program department is officially divided into three parts:international courses project, student exchange project and study abroad consulting project.After10years of research, and exploration and accumulation, the international courses project promoted very quickly and heads the list of market might, center quantity and profit margins. Students exchange project includes student educational exchange program, overseas summer camp and overseas elite special training camp. Because of these characteristic and unique programs, more and more students choose Dipont. As the steadily development of international courses and students exchange project, the student abroad consulting program also has sharply widening, the quality of customers rises to a higher level at the same time.With rapid expansion in international educational exchange programs, Dipont is also confronted with numerous difficulties:shortage of talent, backward management, monotonous market strategy, delayed brand promotion, unbalanced development, etc. Those seriously affected Dipont’s further development.This paper takes Dipont Education Management Group as a research object. After using PEST tool to analyze the external environment (include political, economic, cultural and technical environment) of Dipont, the paper describes the industry background of international educational exchange program with Five Forces Model. Then the paper detailedly analyzes Dipont’s internal environment with SWOT analyze tool, and finally chooses differentiation strategy as the core strategy for Dipont’s international educational exchange program in the future. For realizing its long-term sustainable development, it should focus on the international course projects, sharing resources with other program departments and recombining the market resources on company’s internal platform.