Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Research On the Development Strategy of Chinese Micro-Study Abroad Consulting Service Companies Based On Swot Analysis

Author(s): MA Zheng

With the continuous development of China, the study abroad consulting service companies have emerged thanks to the increasing number of Chinese studying abroad while few existing academic papers focus on studying the development strategy of Chinese micro-study abroad consulting service companies. This research uses SWOT analysis method to analyze the strengths, weaknesses, opportunities and threats of Chinese micro-study consulting service companies and combine them into for groups of according to the SWOT matrix namely WO (combination of weaknesses and opportunities), SO (combination of strengths and opportunities), WT (combination of weaknesses and threats), ST (combination of strengths and threats) ??resulting in four strategies formed. It was found in this research that Chinese micro-study consulting service companies have the strengths in itself in cost and official flexibility. The weaknesses are mainly represented in the lack of professionals and brand reputation. When it comes to the opportunities that mainly come from the Chinese government's insistence on safeguarding the rights and interests of international students; besides the ordinary families have evolved into the main group intending to study abroad. The threats are mainly the chaos in the study abroad market implicating the damage to the company’s reputation, the fierce competition in the study abroad consulting service market, and the new media changing consumer habits. This research proposes four strategies based on these findings.

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