A少儿英语教育公司发展战略研究

发布时间：2018-03-23 09:31

本文选题：A企业　切入点：少儿英语培训　出处：《北京交通大学》2010年硕士论文　论文类型：学位论文

【摘要】： 中国少儿英语培训市场经历了引进阶段和发展阶段,目前已逐步进入了市场的成熟期,随着竞争日益激烈,加之部分机构管理不规范,教学水平低下,收费标准不科学,导致市场混乱,以及教学方法差异化越来越小等制约因素,使得国内大多数少儿英语教育的扩充速度都放慢了脚步,这些增加了A企业的运营难度。本文通过分析,说明了A少儿英语教育公司(以下简称：A企业)的发展方向,对于在其提高企业的核心竞争能力、促进企业的健康持续发展、增强企业的凝聚力上寻求突破与发展具有重要意义,并将有效地推动A企业从优秀走向卓越。本文通过明确A企业的优势与劣势、机会与挑战,并通过内、外部环境综合评价,从战略高度对企业进行了综合分析。本文通过对A企业的战略管理现状以及存在的问题分析,提出在当前的环境下,可以运用目标市场的选择与定位战略、目标市场的进入战略、强化品牌管理战略、精细运营管理战略、加强营销管理战略和团队管理战略等,达到增强A企业的市场竞争力的目的。在中国少儿英语培训市场秩序趋于规范的情况下,A企业应积极适应新的政策变化,充分利用自身的优势,积极调整战略,以使企业在竞争中立于不败之地。
[Abstract]:The Chinese children's English training market has gone through the stage of introduction and development, and has gradually entered the mature stage of the market. With the increasingly fierce competition, coupled with the non-standard management of some institutions, the low level of teaching, the standard of fees is not scientific. As a result of the confusion of the market and the smaller and smaller differences in teaching methods, the expansion rate of most children's English education in China has slowed down, which has increased the difficulty of the operation of Enterprise A. Through the analysis, this paper explains the development direction of A Children's English Education Company (hereinafter referred to as "A A Enterprise"), in order to improve the core competitive ability of the enterprise and promote the healthy and sustainable development of the enterprise. It is of great significance to seek breakthrough and development in enhancing the cohesion of enterprises, and it will effectively promote A enterprises from excellence to excellence. This paper makes clear the strengths and weaknesses, opportunities and challenges of A enterprises, and through comprehensive evaluation of internal and external environment. From the strategic level, the enterprise is comprehensively analyzed. Based on the analysis of the present situation and the existing problems of the strategic management of the A enterprise, this paper puts forward that under the current environment, the selection and positioning strategy of the target market, the entry strategy of the target market, and the strengthening of the brand management strategy can be used. Fine operation management strategy, strengthen marketing management strategy and team management strategy, so as to enhance the market competitiveness of enterprise A. Under the condition that the order of Chinese children's English training market tends to be standardized, enterprises should adapt to the new policy changes, make full use of their own advantages and adjust their strategies actively, so that the enterprises can be in an invincible position in the competition.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H319

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