Research On Enterprise Development Strategy From The Perspective Of International Educational Service Trade

In this era with a fast developing economy, there is a growing demand of personalized and international education, and many families are looking for an alternative to traditional schooling for their children. Against this background, there are more and more educational institutions which committed to promoting international curriculum and programs to young Chinese students by exploring and integrating global education resources.This dissertation focuses on international education services in secondary education area, and takes KADI International as a case to discuss the developmental strategy of education institutions under the vision of international trade in educational services. It mainly comprises of two parts:the literature review and the strategic planning of KADI International.The literature review part examines the macro-background, industry environment and resource condition of international education services, and makes SCP analysis of the competitive markets, in order to examine the basic trend of industry development.In the part of analysis of KADI International it gives an overview of the developmental history, competitiveness and resources of KADI International, and applies SWOT (Strength, Weakness, Opportunities, and Thread) approach to examine its educational services and conducts a strategy planning for KADI International of its market positioning of educational service, competitive and marketing strategies, HR and financial strategies.With the study of a prospering industry and a prospering enterprise, the dissertation is expected to provide a systematic analysis in formulating the company’s developing strategy and promoting the sound development of international education industry.