本文的研究對象S教育是“互聯(lián)網(wǎng)+”教育和知識付費行業(yè)的典型公司。S教育是提供個人品牌教育服務(wù)的機(jī)構(gòu),主要的課程體系由社交課、個人品牌導(dǎo)師課、線下輔導(dǎo)課、讀書會構(gòu)成,交付的內(nèi)容涵蓋社交技巧、個人品牌打造、個人品牌案例等。運用移動互聯(lián)網(wǎng)技術(shù),為職場白領(lǐng)及其他想通過個人品牌創(chuàng)業(yè)或者打造副業(yè)的人群提供線上與線下相結(jié)合的個人品牌創(chuàng)建課程與服務(wù)。本文研究認(rèn)為,S教育面臨良好的市場機(jī)會,同時,也存在著一定的威脅。S教育具備課程優(yōu)勢、服務(wù)體系的優(yōu)勢和咨詢師的優(yōu)勢;同時S教育在互聯(lián)網(wǎng)背景下,想要發(fā)展壯大,也面臨著諸如競爭對手抄襲課程快,線上授課質(zhì)量及效果受到質(zhì)疑、學(xué)員學(xué)習(xí)成果難以監(jiān)督等問題。本論文的主要結(jié)論是,S教育應(yīng)當(dāng)圍繞個人品牌技能的“實用”和“落地”,采取差異化競爭的戰(zhàn)略,通過產(chǎn)品差異化、服務(wù)差異化、渠道差異化和品牌差異化,構(gòu)建高端個人品牌教育品牌,塑造核心競爭力。具體包括圍繞“實用”和“落地”,打造差異化課程,增加課程以外的附加服務(wù),通過在公關(guān)和公益活動中擴(kuò)大品牌的影響度,以創(chuàng)造良性在線學(xué)習(xí)生態(tài)圈為目標(biāo)逐步改進(jìn)。本論文的研究也可以為知識付費行業(yè)的其它企業(yè)的競爭戰(zhàn)略制定提供參考。 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：88 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
    1.1 Research Background
    1.2 Research Purpose and Significance
    1.3 Research Methods and Contents
        1.3.1 Research Methods
        1.3.2 Research Contents
    1.4 Thesis Structure
ChapterⅡ Literature Reviews
    2.1 Research on Paying-for-knowledge and Personal Brand
    2.2 Related Research on Competitive Strategies
    2.3 Research on Competitive Strategy for Online Education Companies
    2.4 Key Concepts in This Thesis
        2.4.1 Online Education
        2.4.2 Paying-for-knowledge
        2.4.3 Personal Brand
        2.4.4 Differences Between Personal Brand,Corporate Brand and Product Brand
        2.4.5 Personal Brand Education
ChapterⅢ Current Situation of Knowledge Paying Market and S Education
    3.1 Development of Knowledge Paying Market
    3.2 The Profile of S Education
        3.2.1 The Background of S Education’s Foundation
        3.2.2 The Development History of S Education
    3.3 S Education’s Curriculum System
    3.4 S Education’s Achievements
    3.5 Problems in the Development of S Education’s Personal Brand Education
    3.6 Chapter Summary
ChapterⅣ Analysis of External and Internal Environment
    4.1 Analysis of Macro Environment
        4.1.1 Analysis of Political Environment
        4.1.2 Analysis of Economic Environment
        4.1.3 Analysis of Social and Cultural Environment
        4.1.4 Analysis of Technological Environment
    4.2 Analysis of Industrial Competitive Environment
        4.2.1 Analysis of Competition with Existing Competitors
        4.2.2 Threats of Potential New Entrants
        4.2.3 Bargaining Power of Suppliers
        4.2.4 Bargaining Power of Buyers
        4.2.5 Threats of Substitutes
    4.3 Analysis of Opportunities and Threats
        4.3.1 Opportunities
        4.3.2 Threats
    4.4 Analysis of Internal Conditions of S Education
        4.4.1 Corporate Resources
        4.4.2 Corporate Capabilities
        4.4.3 Analysis on Advantages and Disadvantages
    4.5 Chapter Summary
ChapterⅤ Selection of Competitive Strategy for S Education’s Personal Brand Business
    5.1 Selection of Competitive Strategy Based on SWOT Analysis
    5.2 Positioning and Design of Differentiation Competitive Strategy
        5.2.1 Positioning of Target Market
        5.2.2 Design of Differentiation Strategy
    5.3 Chapter Summary
ChapterⅥ Suggestions of Safeguard Measures for the Implementation of Competitive Strategy for Business
    6.1 Rational Allocation of Corporate Resources
    6.2 Supports of Corporate Culture
    6.3 Organizational Structure Guarantee
    6.4 Construction of Human Resources
    6.5 Chapter Summary
ChapterⅦ Conclusion and Prospect
    7.1 Research Conclusion
    7.2 Deficiency and Prospect
REFERENCES



本文編號：3529882