Study On The Diversification Strategy Of AW International Education Agency

With the growth of economy in China,people’s consciousness of education care constantly increases.Studying abroad is becoming more and more popular,so its demand has also led to intermediary agency which was developing rapidly those days.From the beginning to today,studying abroad agency run by only demand and asymmetric information which can’t satisfy the customer’s consumption upgrade.In recent years,the number of going abroad to study keeps rising trend,but the agency began to face the signs of waning sales the number of customers decline year by year.Upgrading of customer demand for the agency service demand is becoming higher and higher.They need to update to adapt to the needs of customers,especially implement a strategic and product innovation.The product diversification development is a strategy whose the agency will evade risks and increase revenue.Product diversification strategy is increasingly recognized in oversea education agency.AW Education international has been running by the strategy of product diversification since it founded.Although its establishment is relatively late in the industry,but it has developed rapidly,stably and has a certain influence.AW Education international has a certain representative.Through the study in its selection of strategy to enhance profitability and solve customers’ upgrading needs the paper will provide both certain theoretical and practical significance for the problems of oversea education agency.The paper is based on the diversification theory,and combines the theory with the strategic practice in the oversea education agency.The paper uses both micro-environment and the industry environment that is Porter’s Five Force to compositely analyze the necessity of product diversification transformation in the agency.After that,through using field investigation interviews,case analysis and model analysis,the writer chooses the AW Education international which is successful case of diversification transformation to study in order to promote experience in the industry.At last,being directed against the main problems of diversification,the paper has offered the practical strategic suggestion to achieve sustainable development for the overseas study intermediary industry.