【摘要】：留學(xué)中介行業(yè)歷經(jīng)十余年快速發(fā)展,與中國經(jīng)濟(jì)和留學(xué)市場(chǎng)的變化緊密相聯(lián)。留學(xué)中介企業(yè)的經(jīng)營,也在十幾年間經(jīng)過市場(chǎng)的打磨,呈現(xiàn)不同的模式。行業(yè)內(nèi)具有較大規(guī)模、經(jīng)營穩(wěn)健的企業(yè)為了追求一些突破性的發(fā)展,大多選擇了多元化經(jīng)營的道路,在留學(xué)的前端、后端不斷拓展。那么,實(shí)施多元化戰(zhàn)略應(yīng)該怎樣才能保證成功呢,本文選擇了留學(xué)行業(yè)領(lǐng)軍企業(yè)——澳際教育集團(tuán)作為分析對(duì)象,該企業(yè)是傳統(tǒng)老牌留學(xué)移民中介機(jī)構(gòu),實(shí)行的是相關(guān)多元化戰(zhàn)略。但澳際教育集團(tuán)近兩年來市場(chǎng)業(yè)績略有下滑,本文嘗試通過分析企業(yè)現(xiàn)狀找出目前企業(yè)實(shí)施多元化戰(zhàn)略存在的問題并提出改進(jìn)建議,以促進(jìn)企業(yè)提升市場(chǎng)份額,穩(wěn)健發(fā)展。本文首先對(duì)企業(yè)多元化戰(zhàn)略的相關(guān)理論進(jìn)行了綜述;然后介紹了留學(xué)市場(chǎng)發(fā)展過程及特點(diǎn),分別從澳際教育集團(tuán)所處的行業(yè)戰(zhàn)略環(huán)境、競爭環(huán)境進(jìn)行分析,外部環(huán)境總體利于企業(yè)戰(zhàn)略的實(shí)施,競爭壓力來源于行業(yè)內(nèi)的同規(guī)模對(duì)手企業(yè)的迅猛發(fā)展和新興模式;分析完外部環(huán)境,再對(duì)企業(yè)內(nèi)部戰(zhàn)略資源條件進(jìn)行審視,又分析了澳際教育集團(tuán)6個(gè)業(yè)務(wù)單元的發(fā)展?fàn)顩r,目前業(yè)務(wù)發(fā)展不均衡;基于企業(yè)自身?xiàng)l件和行業(yè)戰(zhàn)略環(huán)境,運(yùn)用SWOT分析工具對(duì)該企業(yè)多元化戰(zhàn)略選擇進(jìn)行分析得出,澳際教育集團(tuán)應(yīng)該選擇SO戰(zhàn)略和ST戰(zhàn)略,注重增長型策略以及多種經(jīng)營策略。最后,結(jié)合企業(yè)實(shí)際情況,提出通過市場(chǎng)細(xì)分提升留學(xué)業(yè)務(wù)能力,引進(jìn)管理人才提升管理水平,利用大數(shù)據(jù)加強(qiáng)客戶管理促進(jìn)各業(yè)務(wù)增長,同時(shí)制定配套的品牌戰(zhàn)略和完善企業(yè)文化建設(shè),以保障多元化戰(zhàn)略的成功實(shí)施。本文指出多元化經(jīng)營戰(zhàn)略是留學(xué)中介企業(yè)尋求新的發(fā)展并擴(kuò)大規(guī)模的有效方式,受到外部環(huán)境的影響較大,不僅單一業(yè)務(wù)要關(guān)注市場(chǎng)環(huán)境的變化,對(duì)于多元業(yè)務(wù)發(fā)展的企業(yè),更應(yīng)該時(shí)刻掌握市場(chǎng)環(huán)境的變化,才能夠及時(shí)對(duì)多元業(yè)務(wù)進(jìn)行調(diào)整。同時(shí),企業(yè)自身實(shí)際狀況也對(duì)多元化發(fā)展進(jìn)行著一定程度的制約,首先要將企業(yè)的核心業(yè)務(wù)做強(qiáng),增強(qiáng)競爭優(yōu)勢(shì),加強(qiáng)客戶管理,提高企業(yè)管理水平,同步制定實(shí)施品牌戰(zhàn)略,促使企業(yè)戰(zhàn)略落地,推動(dòng)企業(yè)長遠(yuǎn)發(fā)展。也希望本文能夠?qū)τ诹魧W(xué)行業(yè)的企業(yè)尋求多元化發(fā)展具有一定借鑒意義。
[Abstract]:After more than a decade of rapid development, the industry is closely linked with the changes in the Chinese economy and the market for studying abroad. The management of medium enterprise of study abroad, also in ten years pass the grinding of the market, present different pattern. In order to pursue some breakthrough development, the enterprises with large scale and steady management in the industry have mostly chosen the way of diversified management, and the front end and back end of studying abroad have been continuously expanded. Well, how can the diversification strategy be implemented to ensure success? this paper chooses Australia International Education Group, the leading enterprise in the overseas study industry, as the object of analysis. This enterprise is a traditional and established intermediary for studying abroad immigrants. What is implemented is the related diversification strategy. However, the market performance of Australia International Education Group has declined slightly in the past two years. This paper tries to find out the problems existing in the implementation of diversification strategy by analyzing the present situation of enterprises and put forward some suggestions for improvement, in order to promote the enterprises to enhance their market share and develop steadily. This paper first summarizes the relevant theories of enterprise diversification strategy, then introduces the development process and characteristics of the overseas education market, and analyzes the industry strategic environment and competition environment of Australia International Education Group respectively. The external environment is conducive to the implementation of the enterprise strategy, and the competitive pressure comes from the rapid development and emerging mode of the same scale rival enterprises in the industry, analyzes the external environment, and then examines the internal strategic resource conditions of the enterprise. It also analyzes the development of six business units of Australia International Education Group, which is not balanced at present, and analyzes the diversification strategy choice of the company by using SWOT analysis tool, based on the enterprise's own conditions and industry strategic environment. Australia International Education Group should choose SO strategy and ST strategy, focus on growth strategy and diversified business strategy. Finally, according to the actual situation of the enterprise, it is proposed to improve the business ability of studying abroad through market segmentation, to introduce management talents to enhance the management level, and to use big data to strengthen customer management to promote the growth of various businesses. At the same time, establish the brand strategy and perfect the construction of corporate culture to ensure the successful implementation of diversification strategy. This paper points out that the diversification strategy is an effective way for studying abroad intermediary enterprises to seek new development and expand their scale, which is greatly influenced by the external environment. Not only the single business should pay attention to the change of the market environment, but also for the enterprises with multiple business development. Should always grasp the changes in the market environment, in order to adjust to the multiple business. At the same time, the actual situation of the enterprise itself also restricts the diversified development to a certain extent. Firstly, it is necessary to strengthen the core business of the enterprise, strengthen the competitive advantage, strengthen the customer management, improve the management level of the enterprise, and formulate and implement the brand strategy synchronously. To promote the strategic landing of enterprises, promote the long-term development of enterprises. I also hope that this paper can be used for reference for enterprises seeking diversified development in the field of studying abroad.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G648.9;F272

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