| As a high-end market segment in the field of education,the international education industry has attracted the attention of investors from all walks of life with the booming younger age of studying abroad and a high return on investment.Due to its advanced education concept,internationalized curriculum and all-English teaching methods,the international curriculum project attracts families with a good family income in the context of domestic education competition incentives and relatively scarce quality education resources.There are more than a thousand international schools of various types in China,but the market is still in short supply.After the implementation of the "New Non-state Education Promotion Law of the People's Republic of China" in 2017,the for-profit and non-profit schools of private schools were separately registered and managed.The entry of capital has contributed to the development of the private education industry,for which has unprecedented development opportunities.Linghang Education and Training School is an educational institution that has introduced the internationalized curriculum system early in the northeast region.It has gradually formed a set of operation and management models and has accumulated certain material and brand resources in the past ten years,the school has a good foundation and an external market environment for rapid development,but the school's problems in development strategy,market,brand and human resources are gradually emerging,the development of Linghang Education and Training School is under the threat of the fierce competition in the existing market,the sinking of large education groups and potential opponents.In this context,studying the development strategy of Linghang Education and Training School is of great practical significance for solving the current development difficulties of it and achieving longer-term development.This article takes Linghang Education and Training School as the research object,through the research of related literature,the theoretical basis of this article is constructed,through interviews and surveys of employees in Linghang Education and Training School,detailed information is obtained for better understanding of the school's development status and existing problems.The PEST analysis model is used to analyze the external macro environment such as the political,economic,social and technical aspects of Linghang Education and Training School,Porter's Five Force Model is used to analyze the industrial competition environment,and the existing physical resources and intangible resources were also sorted out.Based on these analyses and the SWOT analysis method,the internal advantages and disadvantages,the external opportunities and threats of Linghang Education and Training School were all summarized,on the whole,the opportunities outweigh the threats,and the market is in short supply,the school's internal advantages also outweigh its disadvantages,and it is proposed that Linghang Education and Training schools should improve their shortcomings,give play to their advantages and seize market opportunities,then the expansion type(SO)of business strategy was proposed.Then,based on the actual situation of the school,long-term,medium-term and short-term goals of the development strategy were formulated,Linghang Education and Training School should obtain all-round improvement in terms of product quality and structure,profitability and market size,brand image and social influence,and choose expanded integrated strategy and differentiated competitive strategy.Finally,in implementation of the strategy,specific suggestions were put forward: improving the curriculum,differentiated marketing,strengthening cooperation with overseas education resources,increasing the business type of the entire industrial chain,expanding the scale,and adopting a group development model,in the same time,provide guarantee for the implementation of the strategy from the four aspects of organization,human resources,culture and finance. |
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