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Localization Strategy of Oversea Children Science Education Project

Author: HuangDanJiao
Tutor: XiaoJunJie
School: Shanghai International Studies University
Course: Business Administration
Keywords: Localization Strategy Science education program Marketing OperationManagement
CLC: G623.9
Type: Master's thesis
Year: 2014
Downloads: 129
Quote: 0
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Abstract


Nowadays, most of countries over the world they are staying at the long-term strategyof developing their science and education. Within this context, many international famouseducation brands are coming to China. These famous education brands are popular amongChinese parents and students for their excellent courses, teaching experiences, maturemanagement, and brand advantages. However, during the constant development, they arealso deeply found that different countries, different nationalities, different economic andconsumption levels, and different cultural background lead to the differences of the market.This will force these international famous education brands try to adjust their developmentstrategy, and establish the new ideas. They will do further local market researches, and try tothe use some flexible and elastic company polices to implement localization strategy. Onlyin this way, those international education brands can reduce the risk of entering the Chinesemarket, more reasonable allocation of limited resources, reduce operating costs andexpenses, improve all aspects of the competitive advantage, and better meet the needs of themarket.This paper will research and analysis the localization strategy about the foreignchildren education course in science. It will introduce and analysis SL Company’s products,operations and market, and then find out the difficulties and problems in the localizationstrategy. Throughout the article, the key subjects are aiming at the issues and challenges indoing the localization of foreign science education programs. Firstly, we do study andsummarize relevant theories from formers, in terms of human resources localization,marketing and branding localization as well as operation management localizations. At theend, we bring the conclusion how the make up the strategy in above areas for a newestablish science education firm in China. Also, we pay some attention on the aspects ofcross-culture communication which are critical to supporting the progress of localization.SL Company is the author is currently operating company, its main business is children’sscience education, and it focus on the experience teaching. In this paper, we analyzed thecompany’s product features, development status, market situation and industry competition risk analysis and research. It analysis the difficulties and risks in the localization process ofchildren’s science education, and put forward solutions and advise how to put them intopractice. SL Company has the very good representative, to analysis its development processwill be a good reference for many similar international education brands which is planningor already doing in the Chinese market.The core content in the research of this paper is in strategy formulation andimplementation of human resources management, operation management, marketing, etc,These are an important part of enterprise localization strategy. In the process of localization,talent reserve is the core competitiveness; and marketing is the source of sustainabledevelopment; operation management and strategic execution can ensure an enterprise createbenefits in the benign development platform, and show a certain social responsibility at thesame time.

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CLC: > Culture, science,education, sports > Education > Primary education > Subjects teaching methods, teaching aids > Other
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