【摘要】：由于家長對優(yōu)勢教學資源的追逐，中小學生升學壓力依然很重。為了取得或保持相對優(yōu)勢，大部分家長都選擇了為孩子“加餐”，并且成為一種趨勢，中小學生每個周末都在進出各種培訓班。在各個城市，課外培訓似乎成了一種趨勢，因此課外培訓市場有很充足的生源。 廣州市內(nèi)的培訓機構數(shù)量眾多，但總的來說屬于同一模式，同質化經(jīng)營、過于注重短期效益、定位不準、盲目跟風等,服務項目方面沒有明顯的區(qū)分度。經(jīng)過調(diào)查，這些培訓機構向廣泛的培訓對象提供多種培訓項目，培訓機構涉及的經(jīng)營范圍越廣，越容易在市場競爭中失去競爭地位,競爭力不強，特色不明顯，沒有形成自身的核心競爭力和品牌，大部分教育培訓機構處于弱勢的競爭地位。隨著取消小升初考試政策的落地，中考的重要性又提高了一個層次，如果市場上有一批專業(yè)性強、針對性高的專門針對初中生的課外培訓中心的出現(xiàn)，實施專業(yè)化的運作，建立自己的核心競爭力。目標是通過這一細分市場構建自身差異化特色的核心課程來吸引培訓對象，走專業(yè)化的發(fā)展方向，由此我們決定成立贏在中考課外培訓項目。 本文以商業(yè)計劃書的形式，結合戰(zhàn)略、營銷、運營、人力資源及財務等理論知識，對擬投資的贏在中考課外培訓項目進行全面規(guī)劃。首先，對項目進行詳細的外部及內(nèi)部環(huán)境分析，市場機會分析，競爭性分析及SWOT分析；其次，根據(jù)分析結論，對項目進行市場定位，并制定4P營銷策略進行品牌推廣，進而對項目進行運營規(guī)劃；最后對項目進行較全面的財務分析，并對可能出現(xiàn)的風險做出分析，提出防范措施。通過上述分析，，得出本項目的建設是可行，具有良好社會效益及經(jīng)濟效益。
[Abstract]:Due to the pursuit of superior teaching resources by parents, the pressure of primary and secondary school students to enter school is still very heavy. In order to gain or maintain a comparative advantage, most parents choose to "add meals" to their children and become a trend, with primary and secondary school students going in and out of various training courses every weekend. In cities, extracurricular training seems to be a trend, so there are plenty of students in the extracurricular training market. The number of training institutions in Guangzhou city is numerous, but generally belong to the same pattern, homogeneous management, too much attention to short-term benefits, positioning, blindly follow the trend, and so on, there is no obvious distinction in terms of service items. After investigation, these training institutions provide a wide range of training programs to a wide range of training targets. The wider the scope of business involved, the more likely they are to lose their competitive position in market competition, and their competitiveness is not strong and their characteristics are not obvious. Without forming their own core competitiveness and brand, most educational and training institutions are in a weak competitive position. With the abolition of the junior high school examination policy, the importance of the secondary school entrance examination has been raised to a higher level. If there are a number of specialized and targeted extra-curricular training centers for junior high school students in the market, the operation of specialization will be carried out. Build up your core competence. The goal is to build a core curriculum with its own differentiated characteristics through this market segment to attract training objects and take the direction of professional development, so that we decide to set up an extra-curricular training project to win in the middle school entrance examination. In the form of business plan, combined with the theoretical knowledge of strategy, marketing, operation, human resources and finance, this paper makes a comprehensive planning of the extra-curricular training project of the proposed investment in the middle school entrance examination. First of all, the detailed external and internal environment analysis, market opportunity analysis, competitive analysis and SWOT analysis; Secondly, according to the conclusion of the analysis, the market positioning of the project, and the formulation of 4P marketing strategy for brand promotion, and then the project operational planning; Finally, it makes a comprehensive financial analysis of the project, and makes an analysis of the possible risks, and puts forward preventive measures. Through the above analysis, it is concluded that the construction of this project is feasible, with good social and economic benefits.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G522.72

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