Study On The Product Competition Strategy Of Tutoring Books In Tianli Education

The publishing of tutoring books has been at the stage of perfect competition.The tutoring book market becomes more and more disordered because of similar products,low barrier to entry and exit and other facts.To make the market develop in a better order and better serve the primary and middle school teaching,the government has introduced a series of policies to manage the market,which also demands more on companies.Education,which is closely related to the publishing of tutoring books,is also changing now,which are driven by the reform of the curriculum standards and textbooks,educational informatization and other facts,so as to better meet the change of teaching goals,methods and scenes oriented by “core literacy”.With the economic development,the public pay more attention to education quality,and also the satisfaction of individualized teaching,while the development of Internet and artificial intelligence just makes it possible.Given the above situation,the industry of tutoring books is meeting new opportunities.This dissertation mainly studies on how Tianli Education adjust the product strategy in the new background and make best use of the advantages and bypass the disadvantages,to deal with the changes,seize the opportunities and avoid risks.The details are as follows:First,theories relevant to product competition strategy are studied to decide the analysis dimension,and identify the problems and reasons of the stock market,the opportunities and challenges of the incremental market,and the research and exploration of production transformation.Secondly,the current situation and problems of tutoring books in Tianli Education are analyzed from three aspects,including product overview,market performance and existing problems.Currently,Tianli Education mainly faces the following problems: inconformity between the value proposition of product and new teaching demands,too centralized target market,too simple product mix,the implementing measures including organizational structure,human resources,institutional guarantee and so on which need to be further optimized.Thirdly,the relevant political environment,economic development trend,social culture and technical levels are described based on PEST analysis.The industry competitive power and competitive environment are analyzed based on Michael Porter's Five Forces Model,which mainly focuses on the bargaining power of suppliers and buyers,the competence of potential entrants and substitutes,the competitiveness of the competitors in the industry.Then,Tianli Education decides the main strategic positioning by using SWOT to analyze its internal strengths and weaknesses,and external opportunities and threats.At last,with the analysis of internal capacity and external environment,based on the overall development strategy of the whole company,the goal of product competition strategic planning is chosen to implement the differentiation strategy.The core demand of “individualized teaching” is satisfied and the core competitiveness is gained by the product difference,brand difference and service difference.Then,measures are worked out to guarantee the orderly implementation,and the development trend after adjusting the strategy and potential problems are analyzed.