Research On The Development Strategy Of Training Market In Nanjing Overseas Business Administration Institute

With the rapid development of economy in our country, education and training industry has become an important part of economic field in our country, the development of the market size changes with each passing day. management training, vocational training, the cadre education and training and other various types of training coexist, and the training market environment is increasingly competitive. How to survive and develop in the intense competitive environment of training market, and is problems worthy deeply thought by the civilian-run training institutions. This paper took Nanjing Overseas Business Administration Institute as the research object, which was a civilian-run education training institution, applied the related theory of marketing, adopted literature research, comparative analysis and other methods to analyze the current situation and problems of training market, put forward the corresponding development strategy and concrete countermeasures on how to expand the training market under the condition of existing training competitive environment.First of all, this paper expounded the research background and significance of the paper, and made system evaluation of domestic and foreign related research; secondly combed the related concepts of training, educational training, educational training market etc.. and the related theories of market development, which established the theory basis to analyze and solve problems; Thirdly, the paper made analysis on market development current situation and problems of Nanjing Overseas Business Administration Institute. The research and analysis showed that the institute existed problems as irrational training market structure, imperfect training market development system, and training products lack of market competitiveness, etc., and the main reasons were without optimum organization and management mode corresponding to the training, training market development strategy lack of system planning, training products lack of core competitive advantages etc. Fourthly, the writer conducted comprehensive analysis and research on external macro-environment, industrial competitive context and internal environment of the training market of Nanjing Overseas Business Administration Institute. Fifthly, the writer made STP analysis w on the training market of the Institute, proposed strategic objectives and a growth-oriented strategy ("consolidating the existing market and focusing on market development targeting enterprises in Nanjing and Jiangsu") of training market development for the Institute, and put forward a strategy scheme of focusing on enterprises in Nanjing and Jiangsu and developing differential training products and training product mixes for them in a centralized way. At last, the writer offered supporting measures for the implementation of training market development strategy from the aspects of resource allocation, organization construction, organizational culture cultivation, human resource construction, product construction and management information system construction.The study aims through the research of training market development strategy to make Nanjing Overseas Business Administration Institute get the path of sustainable development, and play a certain reference function for the development of other domestic civilian-run education training institutions.