【摘要】：隨著教育國際化的興起,教育地位不斷提升,教育培訓不斷受到重視,各式各樣的培訓教育學校如雨后春筍般在全國各個城市開設,培訓教育得到了進一步的發(fā)展。綜合社會大背景與大環(huán)境調(diào)研的情況,越來越多的家庭收入資金已經(jīng)注入到了教育領域,其中中小學的教育培訓行業(yè)發(fā)展越來越成熟。教育培訓的發(fā)展,也吸納了廣大的就業(yè)人員,每年的教育培訓在吸收大學生就業(yè)方面有促進作用,這一方面緩解了就業(yè)的壓力;另一方面也就推進了教育培訓的發(fā)展。南昌QJ教育學校是一家專注中小學課外輔導的專業(yè)培訓機構(gòu),隨著競爭的日益加劇,要想在不斷變化激烈的市場下發(fā)展并壯大,學校應結(jié)合自身的實際情況制定適合自身發(fā)展的競爭戰(zhàn)略。本文結(jié)合理論從實際出發(fā),緊密結(jié)合當前黨和國家的教育政策和當前國內(nèi)教育的形勢,以南昌QJ教育學校為主要研究對象,實事求是的研究當前南昌乃至江西省教育培訓的現(xiàn)狀和主要問題。筆者作為南昌QJ教育學校的創(chuàng)始人之一,結(jié)合本人自身所學知識和實際經(jīng)驗,對南昌QJ教育學校的現(xiàn)狀進行分析,提出適合學校發(fā)展的競爭戰(zhàn)略。本文首先運用PEST分析方法分析了學校的外部環(huán)境。其次運用波特五力模型對行業(yè)環(huán)境進行詳細的分析,最后運用SWOT分析方法對學校的優(yōu)勢、劣勢、機會、威脅進行分析。結(jié)合南昌QJ教育學校的戰(zhàn)略目標和戰(zhàn)略定位,得出學校適宜采用差異化戰(zhàn)略,集中化戰(zhàn)略,品牌化戰(zhàn)略適合學校發(fā)展的結(jié)論。然后提出創(chuàng)新教育產(chǎn)品,提升服務,優(yōu)化組織結(jié)構(gòu),升級營銷策略等策略保障QJ教育學校競爭戰(zhàn)略的具體實施。最后希望通過此研究能夠為地方的教育市場的開發(fā)、運營的新思路、新發(fā)展、新理念提出比較好的借鑒,為中小學課外培訓產(chǎn)業(yè)投資者尋找新的投資亮點。
[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.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G522.72

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