Shaanxi DZ Education Technology Co.,Ltd.Competitive Evaluation And Promote Strategy Research

With the implementation and promotion of the "double reduction" policy in 2021,it has brought unprecedented challenges and pressures to the social education industry,and the leading education enterprises that have obtained huge profits and markets in the K12 field have shifted to the adult education field in large numbers,resulting in more intense competition in the domestic adult education market.This paper takes Shaanxi DZ Education Technology Co.,Ltd.,whose main business is adult education and training,as the research object,evaluates its competitiveness,and aims to identify and enhance the company’s competitiveness in a complex and changeable environment,cope with the challenges of many internal and external uncertainties,and formulate feasible coping strategies,which has practical value.On the basis of sorting out the relevant literature,this paper takes the theory of core competitiveness,innovation theory and knowledge management theory of enterprises as the theoretical basis;The research method adopts the literature research method,the investigation analysis method and the case analysis method;Through the investigation and research on the competitiveness status of Shaanxi DZ Education Technology Co.,Ltd.,and the construction of its competitiveness evaluation index system with the help of the analytic hierarchy method,it is believed that the main problems in the company’s competitiveness are: weak human resource management ability and high brain drain;The profitability of the company is weak,and there is an uncertain risk of going concern;Poor marketing ability,weak brand management ability.In view of these problems,the study believes that it is necessary to strengthen talent training and improve the incentive system;Attach importance to innovation and development,improve service quality;Strictly control operating costs and seek capital assistance;Establish brand awareness,improve marketing capabilities and other aspects to optimize and improve,to ensure that the company in the fierce market competition to obtain the expected market space.As more capital enters the adult education industry,some smaller institutions will be eliminated,and existing edtech companies must change their concept of experience and make accurate judgments about their competitiveness.Based on this research perspective,the competitiveness evaluation index system developed and designed by the institute can also provide corresponding reference for the education and training industry..