Research on Xiaozhuangyuan Education Company
development strategy
Abstract
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
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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 theenterprise; Great personnelmobility and seriousbrain drain;
Inadequate publicity cause low brand awareness. Xiaozhuangyuan needs to readjust its
development strategy according to the changing environmentand 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、strengthsand 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 andcultivation, etc. And weneed to provideimplementation
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.
Key words: Strategic management；Development strategy；The education and
training；Education Company
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目录
第1章绪论...............1
1.1研究背景与意义...............1
1.1.1研究背景................1
1.1.2研究意义................2
1.2国内外研究现状...............3
1.2.1战略管理相关理论研究.............3
1.2.2教育培训相关研究..............5
1.2.3研究述评................8
1.3研究方法与内容...............9
1.3.1研究方法................9
1.3.2研究内容和思路...........9
第2章相关概念与理论基础.............12
2.1企业战略管理.................12
2.1.1战略管理概念.............12
2.1.2企业战略管理过程............12
2.1.3战略管理层次.............13
2.1.4竞争战略理论.............13
2.1.5定位理论..............14
2.2相关研究工具.................14
2.2.1PEST分析模型............14
2.2.2波特五力模型.............15
2.2.3IFE/EFE矩阵..............16
2.2.4SWOT分析法................17
第3章小状元教育公司发展现状及存在问题分析............18
3.1小状元教育公司概况............18
3.1.1小状元教育公司基本情况..............18
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