南京W艺术培训机构发展战略研究：基于“双减”政策的机遇与挑战

In July 2021, the General Office of the State Council issued the 'Opinions on Further Reducing the Homework and Extracurricular Training Burden of Compulsory Education Students' (hereinafter referred to as the 'Double Reduction' policy). The 'Double Reduction' policy establishes a refined division of extracurricular training institutions between 'subject-based' and 'non-subject-based' and strictly regulates them according to departmental functions. Non-subject-based extracurricular education and training institutions in the field of art have great market potential under the influence of the 'Double Reduction' policy. The policy is in line with the direction of the transfer of China's education system from cultural education to quality education such as art and sports. The policy restricts the time for subject-based training and provides greater development space for non-subject-based extracurricular training institutions in the field of art. As a new industry segment, non-subject-based extracurricular education and training institutions in the field of art currently lack research on development strategies. This article selected W Art Training Institution in Nanjing with a certain scale and brand influence as the research object. By using PEST analysis to analyze the macro-political, economic, social, and technological support conditions of W Art Training Institution in Nanjing, and combining the Porter's Five Forces competitive model analysis, it is found that although the current industry competition is fierce, the overall competitiveness of W Art Training Institution in Nanjing is at a medium-high level and has great development potential. Then, by using the QSPM matrix evaluation and SWOT analysis model, it is concluded that W Art Training Institution in Nanjing needs to choose the ST strategy, that is, it should play to its internal resource advantages and expand its core competitiveness in its development strategy, so as to overcome external disadvantages. Combining the actual situation of W Art Training Institution in Nanjing, the author proposes suggestions for implementing a diversified curriculum strategy and deepening the implementation of a cultural IP cooperation strategy to promote W Art Training Institution in Nanjing to upgrade from a single art education and training institution to a comprehensive art training institution and to formulate effective security measures for the implementation of the strategy.