Research on the Choice of International Competitive Strategy of Start-up Education Consulting Companies under the Background of New Media

Kaidi Yu

doi:10.62051/ijgem.v10n6.04

Authors

Kaidi Yu UA92 Business School, Lancaster University, Manchester, M3 5FS, UK

DOI:

https://doi.org/10.62051/ijgem.v10n6.04

Keywords:

International Strategies, Chinese Start-ups, Education Consulting, New Media Platforms, Digital Marketing

Abstract

We will take this case study to discuss how a Chinese education start-up company expands and what new media has to do. It looks at how social media, online marketing and internet services have influenced the ability of these businesses to distinguish themselves and to face the obstacles in foreign markets. The research highlights the importance of 'local' solutions, cultural adaptation and platform preferences through the case studies of the three companies. The study highlights region-specific strategies, cultural adaptation and platform preferences with the case studies of three companies: VIPKid, iTutorGroup and New Oriental. Successful internationalization is based on adaptive marketing, personalized engagement and localization efforts using platforms such as WeChat, Douyin (TikTok), LinkedIn and Facebook, the findings reveal. Recommendations for other start-ups seeking to expand to other parts of the world have been made and the need to continuously develop digital strategy to stay competitive has been observed.

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