| As an important part of China’s education system,education and training industry has developed rapidly in recent years and made important contributions to China’s economic and social development.The emergence and development of the education and training industry increases fiscal revenue,shares the pressure of social employment,and its social benefits are constantly prominent.With the development of the industry,there are also internal issues: false publicity,arbitrary pricing,uneven training quality,a large number of institutions shut down and the head of them run away,etc.Especially in the past decade,the education and training industry has shown a wildly growth and the industry is in urgent need of standardized development.There was an outbreak of the COVID-19 pandemic at the end of 2019,affected by the school suspension policy,many offline education and training enterprises were facing a major crisis in terms of tight cash flow,increased costs and brain drain.At the same time,the state has become increasingly strict in the supervision of the education and training industry,and policies are constantly introduced to regulate the industry.In 2021 the state sees the regulation of training institutions as one of the key work in 2021,TAL education Group,New Oriental Online,such as four training institutions were thus fine of $500000 for false advertising.Zuoyebang Apes were fined 2.5 million yuan for fake teachers experience,etc,these punishment shows government’s determination on education and training industry,The whole industry will be reshuffled.In addition to the external situation changes,the internal industry also presents the dilemma of fierce competition and serious product homogeneity.Facing the current situation,education and training enterprises need to adjust their strategies in time for long-term development.Xiaozhuangyuan Education Company is a private education company located in W County.Its business covers subject training,after-school trusteeship and early childhood education,etc.,with the help of the industry market,it enjoys a good momentum of development.However,with the intensification of competition in the industry,especially the adjustment of national policies and the impact of COVID-19,the enterprises is facing new problems.At the same time,Xiaozhuangyuan is also faced with new internal problems: simple organization and management can no longer keep pace with the development of the enterprise;Great personnel mobility and serious brain drain;Inadequate publicity cause low brand awareness.Xiaozhuangyuan needs to readjust its development strategy according to the changing environment and its own internal conditions to enhance its competitiveness.Guided by relevant theories of strategic management,PEST analysis model is used to analyze the external environment in this paper.uses Porter’s Five Forces model to analyze changes in the industry environment,explores Xiaozhuangyuan’s development and operation status and its own resources and abilities,analyzes the problems and reasons faced by the company’s development.SWOT analysis is used to summarize the opportunities、threats、strengths and weaknesses of Xiaozhuanyuan,and make a summary,finally find a strategic plan suitable for the development of the enterprise.In particular,the deviation of strategic positioning,poor brand management ability and human resource management system to be improved should be built by focusing on courses to create professional image,innovation of operation and management mode,strengthening marketing management,strengthening talent management and cultivation,etc.And we need to provide implementation guarantee in the enterprise culture,organizational structure,management system and other aspects for its development strategy.This paper aims that through this research,Xiaozhuangyuan can establish a suitable development strategy according to its own business situation under the new situation,improve its competitiveness,so that the company can obtain long-term development,and provide a reference to the development of small and medium-sized education and training companies. |
