【摘要】：隨著教育國(guó)際化的興起,教育地位不斷提升,教育培訓(xùn)不斷受到重視,各式各樣的培訓(xùn)教育學(xué)校如雨后春筍般在全國(guó)各個(gè)城市開(kāi)設(shè),培訓(xùn)教育得到了進(jìn)一步的發(fā)展。綜合社會(huì)大背景與大環(huán)境調(diào)研的情況,越來(lái)越多的家庭收入資金已經(jīng)注入到了教育領(lǐng)域,其中中小學(xué)的教育培訓(xùn)行業(yè)發(fā)展越來(lái)越成熟。教育培訓(xùn)的發(fā)展,也吸納了廣大的就業(yè)人員,每年的教育培訓(xùn)在吸收大學(xué)生就業(yè)方面有促進(jìn)作用,這一方面緩解了就業(yè)的壓力;另一方面也就推進(jìn)了教育培訓(xùn)的發(fā)展。南昌QJ教育學(xué)校是一家專注中小學(xué)課外輔導(dǎo)的專業(yè)培訓(xùn)機(jī)構(gòu),隨著競(jìng)爭(zhēng)的日益加劇,要想在不斷變化激烈的市場(chǎng)下發(fā)展并壯大,學(xué)校應(yīng)結(jié)合自身的實(shí)際情況制定適合自身發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略。本文結(jié)合理論從實(shí)際出發(fā),緊密結(jié)合當(dāng)前黨和國(guó)家的教育政策和當(dāng)前國(guó)內(nèi)教育的形勢(shì),以南昌QJ教育學(xué)校為主要研究對(duì)象,實(shí)事求是的研究當(dāng)前南昌乃至江西省教育培訓(xùn)的現(xiàn)狀和主要問(wèn)題。筆者作為南昌QJ教育學(xué)校的創(chuàng)始人之一,結(jié)合本人自身所學(xué)知識(shí)和實(shí)際經(jīng)驗(yàn),對(duì)南昌QJ教育學(xué)校的現(xiàn)狀進(jìn)行分析,提出適合學(xué)校發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略。本文首先運(yùn)用PEST分析方法分析了學(xué)校的外部環(huán)境。其次運(yùn)用波特五力模型對(duì)行業(yè)環(huán)境進(jìn)行詳細(xì)的分析,最后運(yùn)用SWOT分析方法對(duì)學(xué)校的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行分析。結(jié)合南昌QJ教育學(xué)校的戰(zhàn)略目標(biāo)和戰(zhàn)略定位,得出學(xué)校適宜采用差異化戰(zhàn)略,集中化戰(zhàn)略,品牌化戰(zhàn)略適合學(xué)校發(fā)展的結(jié)論。然后提出創(chuàng)新教育產(chǎn)品,提升服務(wù),優(yōu)化組織結(jié)構(gòu),升級(jí)營(yíng)銷(xiāo)策略等策略保障QJ教育學(xué)校競(jìng)爭(zhēng)戰(zhàn)略的具體實(shí)施。最后希望通過(guò)此研究能夠?yàn)榈胤降慕逃袌?chǎng)的開(kāi)發(fā)、運(yùn)營(yíng)的新思路、新發(fā)展、新理念提出比較好的借鑒,為中小學(xué)課外培訓(xùn)產(chǎn)業(yè)投資者尋找新的投資亮點(diǎn)。
[Abstract]:With the rise of the internationalization of education, the status of education has been improved, and education and training have been paid more attention. All kinds of training education schools have been set up in cities all over the country, and training education has been further developed. Comprehensive social background and environmental research, more and more family income funds have been injected into the field of education, among which the development of primary education training industry is becoming more and more mature. The development of education and training also absorbs a large number of employed personnel. The annual education and training plays a promoting role in the employment of college students, which alleviates the pressure of employment on the one hand, and promotes the development of education and training on the other. Nanchang QJ Education School is a professional training institution specializing in extracurricular tutoring in primary and secondary schools. As competition intensifies, it is necessary to develop and expand in a changing market. Schools should combine their own actual situation to formulate a competitive strategy suitable for their own development. This paper combines the theory with reality, closely combines the current education policy of the Party and the country and the current situation of domestic education, taking Nanchang QJ Education School as the main research object. To study the current situation and main problems of education and training in Nanchang and Jiangxi Province. As one of the founders of Nanchang QJ Education School, the author analyzes the present situation of Nanchang QJ Education School and puts forward a competitive strategy suitable for the development of Nanchang QJ Education School. In this paper, the PEST analysis method is used to analyze the external environment of the school. Secondly, the author analyzes the industry environment by using Porter's five-force model, and finally analyzes the school's strengths, weaknesses, opportunities and threats by using SWOT analysis method. Combined with the strategic objective and strategic orientation of Nanchang QJ education school, the conclusion is drawn that the school is suitable for the development of school by adopting differentiation strategy, centralization strategy and brand strategy. Then it puts forward the strategies of innovating educational products, improving service, optimizing organization structure and upgrading marketing strategy to ensure the implementation of QJ educational school competition strategy. Finally, it is hoped that this study can provide a better reference for the development, operation of local education market, new development, new ideas, and find new investment highlights for the investors of extracurricular training industry in primary and secondary schools.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G522.72

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