| Education is the foundation of a nation's long-term strategy.In the report of the 19 th CPC National Congress,it was stated that China should give priority to the development of education,further reform in education and make education the strategic goal of China's development.With this strong support of government policy for education and the rapid development of internet technology,the market scale of online education has been expanding in China.Many traditional educational institutions have transformed to internet education and a large number of internet enterprises have entered the field of online education.The market competition is becoming much fiercer.According to a latest survey,the scale of online English education market in China reached 57.1 billion yuan in 2018,an increase of 22% over 46.7 billion yuan in 2017.It can be seen that in today's Internet economy era,the research of English online education industry has important practical significance.CY Company is an online training and education technology company.It provides a powerful English dictionary platform to English learners for free,which draws a large number of students and potential students.How to integrate the resources to increase the number of customer students and improve the company's efficiency is crucial to the sustainable development of the Company.Therefore,CY Company has further developed a series of English learning products on the basis of dictionary,including English reading,speaking and listening.With this transformation and upgrading of CY Company's online training and education business,the strategic adjustment and implementation tactics selection of CY Company are worth discussing.The author has worked in this company for many years,and has long-term consideration and attention to the strategic adjustment and implementation tactics of the company under the background of the transformation and upgrading of online training and education business.This dissertation takes the online education products of CY Company as the study case,trying to analyze the competitive environment by using the theory of competitive strategy,and choose the most suitable competitive strategy for CY Company's sustainable and steady development.This case study mainly includes four parts.First,combining with the current situation of online education development in China,the dissertation consults the relevant literature at home and abroad to get the research results sorted out;and reviews the related theories of online education and corporate strategic management.The Second part is to analyze the external competitive environment of CY Company's online education products through Potter's five force model,and make a detailed analysis of the company's strengths,weaknesses,opportunities and challenges by using SWOT analysis.Considering the domestic English online education market situation and the current developments of CY Company's online education products in the market,the centralized differentiation competition strategy is finally selected for CY Company.Specifically,the company should position its target users and products in English professional skills training,business English,and tourism English market,to carry out differentiated product design and development.The third part analyses the problems existing in CY Company through the four aspects of the marketing theory of 4Ps-price strategy,product strategy,place strategy and promotion strategy,and then puts forward the improvement plan.The fourth part makes diagnostic analysis for CY Company from the aspects of brand building,communication strategy and human resources system,in order to provide safeguards for the implementation of the company's strategies.The dissertation expects to provide direct reference for CY Company's competitive strategy formulation and implementation tactics selection through the research on its online education business strategy transformation and implementation tactics,and help this company to develop continuously in the fiercely competitive market.And hopefully,this case study can provide some enlightenment and reference for other internet education enterprises which are ready to enter this market in strategy selection and safeguards required for the implementation of strategies.Due to the limited research time,there are still some shortcomings and defects in this dissertation.Firstly,because China is one of the largest markets for online English training,there are few successful online English training institutions abroad to draw lessons from;the collection of data abroad is insufficient.Secondly,according to the results of the questionnaire survey,the author puts forward the suggestions that CY Company should build brand strategy.However,the number of the collected samples in the questionnaire survey is small,and the people who participated in the survey are all from Chengdu,lacking data from other areas,thus the results of the questionnaire survey have certain limitations.The author will design more detailed and scientific questionnaire to analyze the impact of corporate reputation,brand effect,product quality and other factors on business development. |
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