| Under the "epidemic" policy in 2020 and the "double reduction" policy in 2021,the education and training industry,which was developing rapidly and favored by capital,is facing many development difficulties,a large number of education and training institutions have closed down,and many discipline-based training institutions are facing transformation,making quality education,international education and other training institutions are facing more intense industry competition.While increasing the supervision of training at the compulsory education stage,the Ministry of Education and other departments have issued favorable policies on increasing the opening up of education to the outside world and establishing an international education demonstration zone in the Guangdong-Hong Kong-Macao Greater Bay Area,which enables the international education sector to gain policy support.Course-related training business has ushered in a good opportunity for development.This thesis takes the English literature training business of YM Company as the research object.The English literature training business belongs to a cross-segmented field in the quality education and international education sectors.The changes in the external environment make this business face intense competition pressure.The introduction part of this thesis mainly raises the question,introduces the research background,research content and method.In the analysis of the external environment,analyzes the macro environment from the four aspects of policy,economy,society and technology,and uses Porter’s five forces model to analyze the industry competition structure.From the results of the analysis,the changes in policies have led to intensified competition in the industry,but also made quality education and international education have a broader space for development.After analysis,the key factors for the success of enterprises in the industry are extracted,and the opportunities and threats brought by the external environment are obtained.In the analysis of internal environment analysis,through the analysis of internal resources and capabilities,using the value chain analysis theory to sort out the value chain of YM’s English literature training,sum up the core expertise,and extract the company’s advantages and disadvantages.Combined with the previous analysis,using SWOT analysis,it is concluded that the company’s English literature business should give priority to the SO strategy,strengthen teaching products and services,appropriately expand market share,and adopt some ST strategies(reasonable scheduling of courses).Improve classroom efficiency)and TO strategy(develop small and medium-sized classes and medium-priced courses),further avoid risks and overcome their own disadvantages,and strive for the improvement of overall competitiveness.Combined with the business’ s strategic goals and market positioning,it is believed that the competitive strategy that should be selected is the differentiated competitive strategy,and the differentiated strategy should be implemented from five aspects: product,teaching,brand,service and marketing.After the decomposition of the strategic goal system,aiming at the short-term goals of the English literature training business,the implementation of the competitive strategy is guaranteed from the aspects of corporate philosophy,organizational structure,performance management and talent training plan.This thesis provides practical reference for the same type of training institutions in the education and training industry. |
