| With the advent of knowledge-economy and the improvement of people’s living standards,as well as the change of education consumption awareness,K12 training institutions have been unprecedented development.It is showing a vibrant vitality.At the same time,the national policies are advocating quality-oriented education and adopted a policy of "Academic Burden",primary school students have had thinner textbooks than before to reduce their academic burden.So that students have more spare time after school.Meanwhile In order not to let their children “Lose on the starting line” the parents make full use of this part of time to let their children to go to the extra-curricular agencies to make up a missed lesson to strengthen and improve their academic performance,it also promoted the swelling the number of K12 training institutions.However,at present,the market of China’s K12 training institutions is going in a disorderly management situation.Some of the institutions are only blindly engage in vicious competition to increase enrollment to increase their profit.They regard it entirely in a business thoughts,which goes against the basic purpose of the education itself.Which is transferring knowledge to students and teaching them skills.On the one hand,this kind of behavior seriously harms the learning effect expected of the students;on the other hand,it also hinders the benign competition and the healthy development of the extra-curricular industry.In order to improve this situation,this paper selects the development strategy of the K12 training institution in the initial stage as the research content,and takes Huizhou Wenchuang Education Group as the research object.Referring to the theories and models of strategic management.It uses the methods of literature review,Comparative analysis,In-depth interview and statistical analysis as research methods.Through the use of PEST macro environment analysis tools for K12 training institutions in Huizhou,using PCA to sort the market competitiveness of K12 training institutions in Huizhou.At the same time,it uses SWOT analysis tools on the research object’s external environment and internal resources ability.Finally,the future development of initial K12 institutions is proposed from the four aspects: product strategy,brand strategy,price strategy,construction and management of teachers.It is considered that it should be designed scientifically and rationally in terms of products,and should be attached Course richness;in terms of branding,multiple media,students and parents should be applied.The consultation will be held at the same time as the free public class;in terms of price,a variety of factors should be considered and the price should be set in combination with the actual situation;in terms of the teaching team,construction and management should be strengthened.This paper studies the development strategy of K12 training institutions in the initial stage,which not only helps K12 training institutions in the initial stage to adapt to the market,to formulates and implements its own strategies,but also helps primary and secondary education institutions to apply scientific and rational specific strategic measures to market competition and improve.Its competitiveness in the market competition,forming a competitive advantage,further development and growth.In addition,it will help to absorb more social resources into the education field,make up for the lack of financial investment in education,and thus promote the development of educational programs and policies by government departments. |
