| In recent years,due to a series of social disputes caused by off campus training institutions,the government has been considering various aspects and has issued a tightening policy for off campus training institutions since 2018.In July 2021,the"Opinions on Further Reducing the Homework and Off campus Training Burden of Students in Compulsory Education"(hereinafter referred to as the "Double Reduction")was also issued.Due to the restriction of the "Double Reduction" policy on K12 education,enterprises mainly engaged in K12 education have undergone strategic transformation,while small and medium-sized enterprises,whose business methods and forms have been partially affected,have chosen strategic reform and adjustment.This article takes H Company,a medium-sized English training enterprise for young people who has struggled through the "Double Reduction" as an analysis case,to deeply analyze the strategic adjustments and effects of the enterprise before and after the "Double Reduction",and provide future strategic development suggestions for each sector by analyzing the performance of the five business sectors.The research models in this article are the SCP model and the GE matrix.The SCP model analyzes the effects of corporate strategic behavior under policy changes through industry structure,corporate behavior,and corporate performance.The GE matrix is suitable for companies to develop growth strategies,analyze the selected existing business units in terms of industry attractiveness and their own business strength,determine strengths and weaknesses,and make decisions.Firstly,based on the SCP model,this article analyzes the structural changes at the industry level under the policy impact of the "Double Reduction" policy and the changes in corporate strategic behavior to respond to this change.Through corporate performance data,it is determined whether the strategic behavior adopted by the enterprise contributes to improving performance.In terms of business adjustment,in the early stages of the"Double Reduction" program,the company abandoned the policy restrictions on small classes and invested resources in expanding and improving the business of large classes and literacy classes,always maintaining stable prices while meeting customer needs with unique after-school guidance.In terms of products,H Company strengthens its existing sectors,expands into new ones,and uses products as a medium to maintain cash flow.In terms of brand marketing,H Company refuses to engage in promotional advertising and spends limited resources on improving teaching and service.The performance analysis results show that after the company’s strategic adjustment,the order volume and revenue gradually increased,and the revenue in the first half of 2022 reached 2.35 times that of the second half of the "Double Reduction",once again confirming the effectiveness of the company’s strategic adjustment.Afterwards,this article selects five business sectors that the enterprise can expand in the future,conducts quantitative analysis based on the GE matrix,and provides suggestions for future development strategies of each sector through the analysis results.The strategic suggestion proposed in this article is that in the future development of the company,after-school guidance should be the main investment sector,maintaining its order driven role and enhancing the added value of the main business;Video courses,literacy courses,and winter and summer camps currently meet policy requirements and sales standards,and can be appropriately expanded;Suggest the company to abandon its investment in educational supplies business.The significance and innovation of this article lies in combining the SCP model and GE matrix to analyze the strategic adjustment of H Company under the "Double Reduction" policy,analyzing the main factors that make the enterprise survive under policy constraints,and providing valuable experience and strategic suggestions for enterprises in similar difficulties. |
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