Translated Abstract
Educational training is generally accepted as the “sunrise industry” and the market of it is rapidly developed to the more subdivided trend. Foreign language training market possesses great potential for developing. Yinchuan Lekids Consulting Services Company is a partnership enterprise and I take the lead of it. It is a private enterprise that is mainly for children’s English training with the face-to-face centralized teaching method. The company joined the Global IELTS International Teenagers English project. This article is guided by the market strategic research and the entrepreneurial practice theory and applies the SWOT analysis. It discusses the advantages and disadvantages of the internal and external environment of the company in details, combined with the document literature and company’s operating data to do the research. Then works out effective products service and market strategies, and evaluates the entrepreneurial program by practices and mainly reaches the following conclusions:
1) Rapidly developing and low barriers to entry, this feature of English training industry provides a good platform for the company‘s entrepreneurial practice. Actually there are still some problems in the English training market: for example, service of the training institutions is different, disordered fee system, many informal institutions, training content and method is lack of innovation and competitive advantages, superexcellent and stable group of teachers is less, strong policy dependence etc.
2) Our company joined the Global IELTS that is with international reputation and specializing in children‘s English training. 10 different types of courses were set up according to teenager’s age. Children’s ability of listening, speaking, reading and writing can fully improved through the learning process. The company selects excellent Chinese and foreign teachers through network and campus recruitment and by the way of continuous teaching, lesson evaluation and re-training to improve teaching standards.
3) The questionnaires show that 55.4% of the respondents have already received or are receiving English training, 67.7% of them ever received or are receiving. Global IELTS is one of the English training brands that the respondents were keen on. Favorable learning environment and superior brand reputation are the major standards for the respondents and their families to select schools. The main motivation of the respondents to accept English training is that they want to improve their English proficiency. Oral English, Children English etc. are the major courses for choosing. Native English speakers, and that the Chinese teachers.73.5% of the respondents are more inclined to face-to-face and small-class courses of which the students are less than 16 and the fee for training is 1000 to 3000 yuan per year. 47% of them hope that the school is nearer to their homes or the transportation is convenient.
4) SWOT analysis results show the advantages of the company are: Children English market potential is huge Global Teenagers International English is one of the famous English training brand, to ensure the quality of teaching at the same time, the company combined with the facts of local education, launched a unique teaching products companyadhering to the concept of ＂love, responsibility, dreams of teaching, student-centered, and continuously improve service levels. Disadvantage: we are targeting the high-end market, high class prices early days are not sufficient funds, less smooth financing channels campus network is relatively unsound expansion limitations shortage of talents in the western region, the stability of the outstanding teachers. The company‘s opportunities: the rapid growth of the education and training industry, international business activities, tourism, study abroad provides a good opportunity for English training market. The company threat from policy changes and fierce market competition.
5) The formulation of the company‘s market strategy is as follows: the needs of the students, the establishment of curriculum research and development team, the core demands of construction ＂independent personality, freedom of thought, high-spirited of the spirit＂ develop appropriate talent selection mechanism, establish and improve the management incentive systemcreate excellent team clear positioning brand promotion and expansion of the brand looking for multi-channel and cooperation.
6) After six months of business practice, the system of market strategy can be a good run, a positive role in promoting the development of the company At the same time, there are many places to be perfect, and adjusted according to market demand
Translated Keyword
[EducationTeenagers English trainingMarket strategyswot analysis]
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