【摘要】：隨著中國改革開放的進一步深入,英語學習熱潮得以持續(xù)和擴大,英語培訓行業(yè)孕育著巨大商機,同時也面臨激烈的競爭。蘭州海倫教育咨詢有限公司作為本土培訓機構(gòu)在從無到有,由小到大的發(fā)展過程中面臨著諸多問題,面臨機遇與挑戰(zhàn),現(xiàn)實與發(fā)展,迫切需要重新審視其發(fā)展方向,制訂和實施科學的競爭策略,引導企業(yè)持續(xù)健康發(fā)展。 本文針對蘭州英語培訓市場,通過對蘭州海倫教育咨詢有限公司內(nèi)外部環(huán)境進行分析,運用PEST分析法、波特五力模型競爭分析方法和SWOT矩陣分析模型等。中心目的是想通過理論方法的應(yīng)用分析解決企業(yè)經(jīng)營發(fā)展的實際問題。 經(jīng)過分析研究,制定出以品牌策略為基礎(chǔ),以差異化、創(chuàng)新為手段的競爭策略。加強現(xiàn)有優(yōu)勢的提升,避免盲目多元化和連鎖化發(fā)展,穩(wěn)扎穩(wěn)打,做好主業(yè)。實行縱向一體化戰(zhàn)略,抓住關(guān)鍵核心因素,專業(yè)老師的培訓,成為行業(yè)標準的制定者。注重加強學員口語能力的培養(yǎng)和提升,增加增強學生溝通能力、表達能力、協(xié)作能力的能力培訓內(nèi)容。形成獨特的海倫教學質(zhì)量管理體系。結(jié)合網(wǎng)絡(luò)遠程教育,將自有課程制作成多媒體課件,延展教學空間和效果。將企業(yè)發(fā)展定位為中小學英語成績穩(wěn)步提高并保持優(yōu)勢的專業(yè)應(yīng)試教育輔助機構(gòu)。
[Abstract]:With the further deepening of China's reform and opening up, the upsurge of English learning has been sustained and expanded. The English training industry is pregnant with huge business opportunities and also faces fierce competition. As a native training institution, Lanzhou Helen Education Consulting Co., Ltd. is faced with many problems, opportunities and challenges, reality and development. To formulate and implement scientific competitive strategies to guide the sustainable and healthy development of enterprises. Aiming at Lanzhou English training market, this paper analyzes the internal and external environment of Lanzhou Helen Education Consulting Co., Ltd., applies pest analysis method, Porter's five-force model competition analysis method and SWOT matrix analysis model, etc. The central purpose is to solve the practical problems of enterprise management and development through the application of theory and method. Through analysis and research, the competitive strategy based on brand strategy, differentiation and innovation is worked out. Strengthen the promotion of existing advantages, avoid blind diversification and chain development, steady, do a good job. Implement vertical integration strategy, grasp the key factors and train professional teachers to set industry standards. Pay attention to strengthen the students' oral ability training and enhance the students' communication ability, expression ability, cooperation ability training content. Form a unique Helen teaching quality management system. Combined with network distance education, the course is made into multimedia courseware, and the teaching space and effect are extended. Position the enterprise development as a professional examination-oriented educational aid institution which steadily improves and maintains the advantage of English achievement in primary and secondary schools.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G522.72

【參考文獻】

相關(guān)碩士學位論文 前1條

1 張社梅;中國培訓市場研究[D];西北農(nóng)林科技大學;2004年

，

本文編號：2138837