| Aihua International&Technology Education Group was founded in 1982.It is the first comprehensive school approved by the municipal government depar tment in Shenzhen,which is a large comprehensive educational technology gro up dedicated to providing all-round educational services.The business of the gr oup are self study examination;adults college entrance examination;self-taugh t examination of higher education and higher vocational education communication;f ull time stay in school;Hong Kong,Macao,Taiwan and overseas college entra nce examination;college entrance examination guidance;study abroad;Sino Ge rman cooperation in running schools;"Dual system" vocational education traini ng;integration into the household,professional certificate,etc.The group has e stablished strategic cooperative relations with nearly 100 high level universities at home and abroad.Amid intensifying competition,Aihua's competition strategi es must be worked out according to their own situations and maked correspon ding strategic adjustment with the continuous changes in the market environme nt.Through theoretical research and working practice,this paper systematically studies the competitive strategy choice of Aihua International&Technology Education Group.Through PEST analysis,the political,legal,economic,social and technical environmental factors of the relationship group's development direction are analyzed.Through the five-force model,the supplier's bargaining power,the buyer's bargaining power,the threat of new entrants,and the substitutes are analyzed.Threats,competition between existing competitors.The analysis believes that:in the industry and environment in which Aihua Group is located,opportunities and threats coexist.In general,opportunities are greater than threats and development prospects are good.Through systematic analysis of the internal and external environmental factors of the group,and comprehensively analyzing and evaluating the influencing factors by means of EFE matrix and IFE matrix,and then using SWOT analysis and QSPM strategic analysis matrix and other analysis tools to analyze the strategic choice of the group,and finally determine the group's competitive strategy.And discuss the implementation and guarantee of the strategy.The external opportunities faced by the Group mainly include:the country's policy of stimulating domestic demand has gradually strengthened;the gross domestic value of the country has maintained rapid growth in recent years;the comprehensive liberalization of the second child's birth policy;the acceleration of urbanization,the population is gradually concentrated in large and medium-sized cities;There is no core monopoly at the product and service level;customers pursue personalized,differentiated consumer services.The main threats are:the downturn of the world economy has a greater impact on the education and training industry;the fluctuations of national and local governments' policies on the private education industry;the investment of large external funds has disrupted the level of industry development;the direct transformation of large-scale educational companies The diversified development of many educational and training institutions in the industry.Through the analysis of the external environmental assessment matrix,it is concluded that the external environment is beneficial to the development of the group.The Group can carry out long-term strategic development planning,gradually build products and services with core competitiveness,and vigorously innovate in customer demand and guidance,using Internet technology.Incorporate into the development of the industry.The Group's internal strengths are mainly reflected in the common values of customer satisfaction and customer service;the faculty and management operations team is mature and stable;accumulated years of experience in teaching,research,consulting and management;formed a good brand awareness;marketing Smooth channels and strong new product promotion capabilities.The main disadvantages are:under the rapid growth of the company,the internal management system does not match the overall development of the enterprise;the technology research and development investment is small,and the products with core competitiveness are few;although the comprehensive strength of the team is strong,the professional and target comparison Poor;the human resources structure is not reasonable,and the overall quality of employees needs to be improved.Through the internal factor evaluation matrix analysis,the internal advantages of the group are higher than the average.This paper concludes through analysis:Aihua International&Technology Education Group's future competitive strategy is a differentiated strategy,while taking into account the cost advantage in the process of large-scale operation.In order to successfully implement the competition strategy,the group should pay attention to the following aspects:Making full use of the existing resources advantages of the group,promoting the project to the whole country.Strengthening market planning and expanding branches;optimize product development;building employment recommendation service and establishing learning ecosystem;differentiated marketing methods on line and offline.Measures to ensure effective implementation of the strategy include:training and strengthening corporate culture;human resources strategy of assessment and motivation;prudent external expansion;manage platform and establish data model.Through the research we hope that Aihua International&Technology Education Group can not only make ourselves survive in such a competitive market environment,play our own advantages in the education and training industry,continue to seek greater development space,but also provide some help and reference for other similar training institutions. |
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