本文關(guān)鍵詞： 競(jìng)爭(zhēng)戰(zhàn)略 卓越教育 環(huán)境分析 戰(zhàn)略實(shí)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(guó)教育事業(yè)的重要組成部分,調(diào)查顯示,我國(guó)存在著一個(gè)2500億元的教育市場(chǎng),目前我國(guó)居民儲(chǔ)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(zhǎng),家長(zhǎng)對(duì)子女教育重視程度越來越高,家長(zhǎng)在對(duì)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(chǎng)如雨后春筍般逐漸發(fā)展并繁榮,成為中國(guó)民辦教育上最大和增速最快的市場(chǎng)之一。中國(guó)教育培訓(xùn)市場(chǎng)在近些年來經(jīng)歷了強(qiáng)大的資本整合過程,據(jù)不完全統(tǒng)計(jì),目前,市場(chǎng)上有大大小小10萬多家中小學(xué)課外輔導(dǎo)機(jī)構(gòu),教育輔導(dǎo)市場(chǎng)競(jìng)爭(zhēng)激烈卻無序,其發(fā)展仍處于起步階段。 廣州卓越教育機(jī)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(jī)構(gòu)。隨著競(jìng)爭(zhēng)在不斷加劇,要想適應(yīng)現(xiàn)在不斷變化的新的市場(chǎng)形勢(shì),卓越教育集團(tuán)必須根據(jù)自己的實(shí)際情況制定出合理的競(jìng)爭(zhēng)戰(zhàn)略,并且在市場(chǎng)的競(jìng)爭(zhēng)中要不斷調(diào)整自己的戰(zhàn)略。 本文結(jié)合理論與實(shí)際,在大量文獻(xiàn)搜集和實(shí)際調(diào)研的基礎(chǔ)上,對(duì)廣州卓越教育集團(tuán)進(jìn)行了詳細(xì)的介紹,提出了符合公司發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略。本文首先對(duì)運(yùn)用PEST分析方法對(duì)卓越教育的宏觀環(huán)境進(jìn)行分析,采用波特五力模型對(duì)行業(yè)環(huán)境進(jìn)行了詳細(xì)的分析,其次運(yùn)用SWOT分析方法得出卓越教育集團(tuán)的機(jī)會(huì)和威脅,優(yōu)勢(shì)與劣勢(shì)。分析發(fā)現(xiàn)課外輔導(dǎo)行業(yè)的發(fā)展機(jī)會(huì)還是很有潛力的,卓越教育集團(tuán)的內(nèi)部?jī)?yōu)勢(shì)大于劣勢(shì)。針對(duì)卓越教育集團(tuán)的競(jìng)爭(zhēng)戰(zhàn)略目標(biāo)和競(jìng)爭(zhēng)戰(zhàn)略定位,得出只有差異化的競(jìng)爭(zhēng)戰(zhàn)略才適合卓越教育集團(tuán)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(jì)與研發(fā)、師資培養(yǎng)、品牌提升與推廣、市場(chǎng)規(guī)劃這五個(gè)方面,詳細(xì)論述卓越教育競(jìng)爭(zhēng)戰(zhàn)略的具體實(shí)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G522.72;F272

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