Analysis On The Market Competition Strategy Of Online Vocational Education Platform-Take BuffOC As An Example

With the rapid development of the social economy,China’s transition from a demographic dividend-based society to a talent-based society will continue to produce new talent gaps.At the same time,some backward industries and positions will be eliminated,greatly increasing the demand for vocational skills training.With the development of technology,the popularization of networks and mobile smart devices,and the support of national policy dividends,the online vocational education has been greatly promoted.Online vocational and technical education breaks the constraints of space and time,and solves the problem of uneven distribution of educational resources.Coupled with low cost and low investment,people are gradually accepting online learning and payment for knowledge.The development of online vocational education is the general trend with huge potential.However,online vocational education is just emerging in China,and it is still facing many problems and challenges.Many platforms engaged in related industries are facing operational difficulties such as difficulty in realization and homogenization.This paper studies the case of the platform-Buff OC which is in the initial stage.The problem is how to recognize the overall environment of China’s online vocational education industry,combine its own characteristics,seize opportunities and avoid risks,and formulate a competitive strategy that suits the platform itself.On the basis of studying and researching relevant domestic and foreign literature and theories,this article first expounds the development status and trends of online vocational education in China,and analyzes its business model and problems it has.Then use the PEST analysis method to analyze the external environment of the online vocational education industry,and conclude that the Buff OC is under a favorable macro external environment.Secondly,using Porter’s "Five Forces" model to analyze that Buff OC is facing a relatively fierce competition environment.Due to the industry is in the early stage of upward development,there has not been a fixed business model and a few monopolistic situations.Buff OC still has enough market opportunities to develop.Then,through on-site visits and investigations,the summary of the development of Buff OC,the advantages and development problems and shortcomings are explained.On this basis,the SWOT analysis method is used to analyze the Buff OC in the four dimensions of opportunities,challenges,advantages and disadvantages faced by the platform,which provides a direction for the selection of competitive strategies.Finally,combined with the above analysis,the total cost leadership strategy,the choice of centralized strategy and differentiation strategy are proposed,and specific implementation measures and safeguard measures are proposed.The research in this thesis can guide the enhancement of the competitiveness of the Buff OC platform at the level of competitive strategy,and also have certain reference significance for similar entrepreneurial platforms in the field of online vocational education.