| With the profound development of Internet,residents’ consumption upgrading and national greater attention to education development,online education industry has also achieved considerable development.Online educations and companies of various types have sprung up and developed.Currently,online education in great demand in the capital market can be divided into four market segments:preschool education,K12 education,higher education and vocational education.K12 education and vocational education have stronger financing capacity and profitability than other two markets.At present,the fiercely competitive professional online education industry mainly includes occupational certificate-oriented training,skill-oriented training,speech-oriented training and induction employment training.Xinkao College online education mainly focuses on financial research business training in vocational online education.This paper has studied Xinkao College online education competition strategies based on relevant theories of strategic management,and it can also play a certain reference role for related business on other China’s online educations.This article mainly takes the online education financial research business of Xinkao College as the research object.Through the analysis of the development history,service content and service characteristics of Xinkao College online education,the thesis has summarized strengths and weaknesses of internal resources and capabilities of Xinkao College online education.Its strengths include strong customer marketing and service capability,strong cost control capability,and low operating cost.Regarding its weaknesses,customer experience should be improved and courses lack a unified quality assessment system.Thus,it is necessary to further enhance the customer experience and strengthen the construction of the course quality assessment system.The thesis also found some problems in Xinkao College online education,obtained data by means of questionnaires,and established EFE evaluation matrix for quantitative analysis on the internal resources and capabilities of Xinkao College online education.On the other hand,through PEST analysis and Porter’s Five Force Model,the thesis analyzed the external environment of Xinkao College online education.The main opportunity is to seize the opportunity and actively use governmental support in laws and policies,meanwhile quickly develop and grab market shares by using opportunities of greatly reduced broadband cost,mobile Internet and big data,cloud computing and other increasingly mature technologies.It is faced with threats of the increasingly fierce competition in the industry,rapid development of personal teacher training course financing,highly competitive talent contest,increasing costs on qualified teachers,product homogeneity,the initiation of price war,and reduced profitability.The thesis obtained data through questionnaire to establish EFE evaluation matrix for quantitative analysis on the external environment of Xingtai Water Industry Group Co.,Ltd.By analyzing the internal and external environment evaluation,combined with the SWOT matrix analysis,Xinkao College online education is determined to adopt growth strategy and the adaptability of cost leading strategy,focus strategy and differentiation strategy are analyzed at the same time,To determine the cost leading competitive strategy for the online education of Xinkao College,so that its business development can be improved to a higher level.Through a thorough analysis of the internal and external environment of the company,the business of Xinkao College online education has been understood comprehensively,so we formulated a strategy for the sustainable and stable competition of Xinkao College online education. |
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