A Research On The Competitive Strategy For AG Training Institution

In recent years,with the development of our country’s ’s economy and the continuous improvement of residents’ income levels,people’s educational concepts have also changed.People not only pay attention to the improvement of academic ability under exam-oriented education,but also pay more attention to the multi-dimensional development and cultivation of moral,intellectual,physical,aesthetic and labor under quality education.And their enthusiasm for art education and training is also rising.Parents of the new generation have the vision and the financial resources to cultivate their children’s quality and comprehensive ability.Education-related consumption has become an important expenditure item for a family to cultivate children.The introduction and implementation of the "double reduction" policy has injected vitality and opportunities into the development of the art education and training industry,but also brought many challenges and threats.The competition among various art education and training institutions has also become fierce and complex.How to survive and continue to develop in such an environment is a key issue for each art training institution to consider.Choosing a reasonable market competition strategy is particularly critical for art training institutions to stand out in the same industry competition.This article takes the AG training institution established in 2017 and focusing on calligraphy,dance,speech and eloquence as the research object.Firstly,it introduces the basic situation of AG training institution,the status quo of competition strategy and existing problems.From the perspective of enterprise competition strategy,it summarizes and sorts out the relevant literature on the strategies of domestic and foreign enterprises and art training institutions.The analysis methods and tools are sorted out.Secondly,this paper uses the PEST analysis method and Porter’s "five forces model" to analyze the macro environment and industry environment in which AG training institution are located.This paper uses the key internal and external factor matrix and SWOT analysis method.Strengths,weaknesses,opportunities and threats are discussed in detail.Then,using the QSPM analysis matrix,it is concluded that the current best competitive strategy of AG training institution is differentiated competition.Aiming at the problems of lack of product innovation,lack of diversity of marketing channels,imperfect teaching facilities and weak brand competitiveness in the current operation of AG training institution,this paper proposes the differentiation of AG training institution from four aspects: product,service,marketing and brand.The specific implementation measures of the competitive strategy.Finally,combined with the previous analysis and the actual situation of the competition strategy of AG training institution,from the aspects of company system optimization,marketing promotion,human resource system improvement,and corporate culture construction,the guarantee measures for AG’s differentiated competition strategy are put forward.In order to clarify the organization’s management direction,expand its business ideas,and promote the healthy and sustainable development of the organization,it will gain a foothold in the competitive art training industry.