Research On The Development Strategy For International Cultural Exchange Program “Au Pair” In Hellopair Company

As a GAP YEAR program with a history of 100 years in Europe and America,the Au Pair program started late in China but developed rapidly.U.S Au Pair program offers an opportunity for Chinese young people aged 18-26 to study,work and experience in America for one to two years.Obviously,it’s a quiet economic way to go abroad.As a company mainly engaged in au pair programs,although as a small-and medium-sized enterprise,Hellopair is undoubtedly a pioneer in promoting this program in China.However,Hellopair’s market development is limited,customers’ awareness of the project is low,restrictions on entry and exit during the epidemic period have led to a serious decline in business,the company’s weak anti-risk ability and lack of long-term strategic planning are all difficulties for the company’s development.In this case,how to stand out in the fierce domestic and international competition and how to overcome the difficulties caused by epidemic while achieving long-term goals,they still need further exploration and creative solutions.In order to formulate Hellopair company’s strategies,this thesis introduces in detail the development history and status quo of the Au Pair program in the United States,and uses modern strategic concepts and tools to analyze and evaluate the external and internal environment of Hellopair on their U.S Au Pair program.The PEST analysis model is used to analyze the political,economic,social and technological external macro environment of Hellopair’s Au Pair business in the United States,and the Porter five forces model is used to analyze Hellopair’s Au Pair business in the United States.The competitive environment at home and abroad.The internal environment analyzes the tangible,intangible and human resources of the company,and sorts out the marketing,operation and management capabilities,service capabilities,information integration capabilities and core competences.Then on this basis,in accordance with the SWOT analysis method,summarized the internal advantages and disadvantages of the company,as well as the opportunities and challenges it faces.Finally,under the support of the SWOT matrix,the company formulated a defensive(ST)strategy during the impact of the epidemic,put survival first,smoothly transitioned to the negative impact of the epidemic,and developed a diversified strategy to utilize a good brand image and integrate resources.Develop its own advantages,increase the company’s cash flow,and enable the company to achieve long-term development.Finally,in the implementation of the strategy,specific suggestions were put forward to strengthen customer communication management,reduce refunds,strengthen international cooperation and communication,reduce costs,and develop value-added products and services,and put forward safeguard measures from three aspects: organization,human resources,and finance.Guarantee the implementation of the strategy.Finally,I came to the conclusion that first,the American Au Pair program has great development prospects,and there is still a lot of market space to be developed;second,although Hellopair is currently experiencing difficulties with the pandemic,the overall brand is well established and the customer’s reputation is good.The future development path is bright;once again,Hellopair company should adopt a defensive strategy to smoothly tide over the crisis and achieve long-term development;in the end,it must do a good job in all aspects of the implementation of the support strategy.It is hoped that this strategy can be used as a reference for Hellopair and the development of the same industry.