Strategic Management Research On Small Private Educational Training Institutions

The education institution is an important part of education in China,and is a necessary complement to the education.With the deepening of reform and the opening up of policies,the number of education training institutions has increased,especially in the second and third-tier cities.H institution was set up in 2010 and now locates in the cross of Jianshe Road and Xuefu Road.It is a small private education training institution which has nearly 30 employees.In the past six years,the agency has developed from nothing,turned a profit from loss,the business from single to a comprehensive curriculum system,the service from for pupil only to for universal.It is worth to explore its development strategy.The study has collected a large amount of data and information about H institution through on-the-spot investigation,has carried on the data obtained,the comprehensive carding and research about the development of H during the past six years through interviews,questionnaire survey,data analysis and other methods.This paper is based on the strategic management theory.First,using PEST model to analyze the macro environment of H,we found that in the current environment,the government supports private education;the residents' consumption level rises;the investment in education has strengthened,science and technology progress.H was also made the best of these favorable factors.Secondly,using the SWOT model to found that the advantages are good reputation,lots of overseas students and the strong ability of marketing;weaknesses are frequent turnover,inadequate internal management and teaching and service are improved;opportunities are in policies,economic benefits and great demand;threats come from the fierce competition in the industry and other unfair competition.According to the results,we evaluate the strategic management of H:although H is an organization that chases profits,but still on strategy better balance the public welfare of education,and can fully realize its advantages,seize the opportunities,and make the most of its good reputation,and rich resources of overseas students.That's why it can be success.But it also has the disadvantage of the low degree of institutionalization and the lack of teaching characteristics.The paper puts forward some suggestions for the strategic management of H:accelerate brand image,improve the management system,and develop the special curricula.Finally,the thesis generalize the successful experience and the results of the study on H to other small private education institutions,which scale and development,locates and the environment are similar to H,so as to provide reference for those.