本文關(guān)鍵詞： 競爭戰(zhàn)略 卓越教育 環(huán)境分析 戰(zhàn)略實施　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：培訓(xùn)教育是我國教育事業(yè)的重要組成部分,調(diào)查顯示,我國存在著一個2500億元的教育市場,目前我國居民儲蓄余額的規(guī)模已達(dá)到11萬億元,并且居民收入中大約有20%用于投資子女的教育。居民收入的大幅度增長,家長對子女教育重視程度越來越高,家長在對子女的教育投資上不留余力。因此,在這種背景下,中小學(xué)課外輔導(dǎo)市場如雨后春筍般逐漸發(fā)展并繁榮,成為中國民辦教育上最大和增速最快的市場之一。中國教育培訓(xùn)市場在近些年來經(jīng)歷了強大的資本整合過程,據(jù)不完全統(tǒng)計,目前,市場上有大大小小10萬多家中小學(xué)課外輔導(dǎo)機構(gòu),教育輔導(dǎo)市場競爭激烈卻無序,其發(fā)展仍處于起步階段。 廣州卓越教育機構(gòu)成立于1997年,是華南地區(qū)最大最專業(yè)的中小學(xué)課外教育機構(gòu)。隨著競爭在不斷加劇,要想適應(yīng)現(xiàn)在不斷變化的新的市場形勢,卓越教育集團必須根據(jù)自己的實際情況制定出合理的競爭戰(zhàn)略,并且在市場的競爭中要不斷調(diào)整自己的戰(zhàn)略。 本文結(jié)合理論與實際,在大量文獻(xiàn)搜集和實際調(diào)研的基礎(chǔ)上,對廣州卓越教育集團進行了詳細(xì)的介紹,提出了符合公司發(fā)展的競爭戰(zhàn)略。本文首先對運用PEST分析方法對卓越教育的宏觀環(huán)境進行分析,采用波特五力模型對行業(yè)環(huán)境進行了詳細(xì)的分析,其次運用SWOT分析方法得出卓越教育集團的機會和威脅,優(yōu)勢與劣勢。分析發(fā)現(xiàn)課外輔導(dǎo)行業(yè)的發(fā)展機會還是很有潛力的,卓越教育集團的內(nèi)部優(yōu)勢大于劣勢。針對卓越教育集團的競爭戰(zhàn)略目標(biāo)和競爭戰(zhàn)略定位,得出只有差異化的競爭戰(zhàn)略才適合卓越教育集團的結(jié)論。并且從課外輔導(dǎo)的內(nèi)部管理能力、課程設(shè)計與研發(fā)、師資培養(yǎng)、品牌提升與推廣、市場規(guī)劃這五個方面,詳細(xì)論述卓越教育競爭戰(zhàn)略的具體實施策略。
[Abstract]:Training education is an important part of education in our country. The investigation shows that there is a 250 billion yuan education market in our country. At present, the scale of savings balance of residents in our country has reached 11 tillion yuan. And about 20% of the residents' income is used to invest in the education of their children. With the increase of the residents' income, parents pay more and more attention to the education of their children, and the parents do not leave Yu Li on the investment in the education of their children. In this context, the primary and secondary school after-school counseling market like bamboo shoots gradually develop and prosperity. China's education and training market has experienced a strong process of capital integration in recent years, according to incomplete statistics, at present. There are more than 100,000 primary and middle school extracurricular counseling institutions in the market. The market of educational guidance is fierce but disordered, and its development is still in its infancy. Founded in 1997, Guangzhou is the largest and most specialized extracurricular education institution in primary and secondary schools in South China. As competition intensifies, it is necessary to adapt to the changing new market situation. The excellent education group must make a reasonable competitive strategy according to its actual situation and adjust its strategy constantly in the market competition. Combining theory and practice, this paper introduces Guangzhou Excellence Education Group in detail on the basis of a great deal of literature collection and practical investigation. Put forward the competitive strategy in line with the development of the company. Firstly, this paper analyzes the macro environment of excellence education by using PEST analysis method, and analyzes the industry environment in detail by using the Porter's five-force model. Secondly, SWOT analysis method is used to obtain the opportunities and threats, advantages and disadvantages of the excellent education group. The analysis shows that the development opportunities of extracurricular tutoring industry are still very potential. The internal advantages of the outstanding education group are greater than those of the inferior position, aiming at the competitive strategic goal and the competitive strategic orientation of the outstanding education group. Only the differentiated competitive strategy is suitable for the excellent education group, and from the outside tutoring internal management ability, curriculum design and research and development, teacher training, brand promotion and promotion. The five aspects of market planning are discussed in detail on the implementation strategy of outstanding educational competition strategy.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G522.72;F272

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