||The research aimed to explore the strategies of children's educational franchise business in Mainland China market. Based upon research background, motive and objectives as well as the exploration of related literature, this research would focus upon understanding the organizational capacity and competitive prestige of the target enterprise, the competitive environment faced by the target enterprise in Mainland China and analysis of the competitiveness, and further lead to the strategies of the target enterprise in Mainland China. Finally, upon the research finding, the researcher would propose related suggestion and prospective studies.
There were 6 chapters and 21 sections in this study. The first chapter was introduction which elaborated the research motive, objective, channel, method, scale, restriction and definition of the terms. The second chapter was the exploration of literature which introduced the general situation of education in Mainland China, development of children’s educational business in Mainland China, strategic theory and franchise. The third chapter was about the organizational capacity and competitive prestige of Kid Castle Educational Institute and further explained the formation of the organizational capacity of Kid Castle Educational Institute, the establishment of core competitiveness and the competitive prestige of the said institute. The fourth chapter analyzed the competitive environment faced by Kid Castle Educational Institute in Mainland China and its competitiveness. The chapter also provided the analysis of the environment of business competition, SWOT analysis of business competitive ecology of Kid Castle Educational Institute in Mainland China and analysis of the institute’s competitiveness—five force analysis. The fifth chapter introduced the strategies of Kid Castle Educational Institute in Mainland China, promoted SO matrix and progress strategy, ST matrix and suspension strategy, WO matrix and improvement strategy, WT matrix and withdrawal strategy. The sixth chapter was the conclusion and suggestion. Based upon the research objective, the researcher proposed the conclusion, suggestion and ideas for prospective studies.
The conclusion of the research is as follows:
1. SO matrix and progress strategy: 1) Improving core competitiveness and increasing the gap with the competitors; employing blocking strategy to prevent the competitors from entering the market or imitating their operation.
2. ST matrix and suspension strategy: 1) Involving in local society and further pursing other development; 2) Reinforcing the interaction among the colleagues and reducing the inadequate competition; 3) Facing the turning point of the strategies when facing the change of the environment.
3. WO matrix and improvement strategy: 1) Completely operating know-how and assisting with problem solving; 2) Reinforcing the strategy of Promotion; 3) Improving the project of advanced studies in-service for the employees and upgrading their professional capacity.
4. WT matrix and withdrawal strategy: Looking for new products or business and establishing short-term competitive prestige in the business of new products, such as entering the market of educational background, market of adults’ education, virtual market or market of early childhood education.
Suggestion: 1) Regarding core competitiveness as the strategy of growth; 2) Reducing the competitive intensity of business; 3) Combining the characteristic development of children’s educational business of Mainland China; 4) Preparing in advance for the virtual challenge.
Suggestion for prospective studies: Under the situation in which the environment of educational business and competitive strategies are similar, one can explore the operational strategies of the target company and associate the related finding with this research to remain the completeness of the target research.