S教育咨询公司个人品牌教育业务竞争战略研究
发布时间：2021-12-09 04:04
本文的研究对象S教育是“互联网+”教育和知识付费行业的典型公司。S教育是提供个人品牌教育服务的机构,主要的课程体系由社交课、个人品牌导师课、线下辅导课、读书会构成,交付的内容涵盖社交技巧、个人品牌打造、个人品牌案例等。运用移动互联网技术,为职场白领及其他想通过个人品牌创业或者打造副业的人群提供线上与线下相结合的个人品牌创建课程与服务。本文研究认为,S教育面临良好的市场机会,同时,也存在着一定的威胁。S教育具备课程优势、服务体系的优势和咨询师的优势;同时S教育在互联网背景下,想要发展壮大,也面临着诸如竞争对手抄袭课程快,线上授课质量及效果受到质疑、学员学习成果难以监督等问题。本论文的主要结论是,S教育应当围绕个人品牌技能的“实用”和“落地”,采取差异化竞争的战略,通过产品差异化、服务差异化、渠道差异化和品牌差异化,构建高端个人品牌教育品牌,塑造核心竞争力。具体包括围绕“实用”和“落地”,打造差异化课程,增加课程以外的附加服务,通过在公关和公益活动中扩大品牌的影响度,以创造良性在线学习生态圈为目标逐步改进。本论文的研究也可以为知识付费行业的其它企业的竞争战略制定提供参考。
【文章来源】：广东外语外贸大学广东省
【文章页数】：88 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
1.1 Research Background
1.2 Research Purpose and Significance
1.3 Research Methods and Contents
1.3.1 Research Methods
1.3.2 Research Contents
1.4 Thesis Structure
ChapterⅡ Literature Reviews
2.1 Research on Paying-for-knowledge and Personal Brand
2.2 Related Research on Competitive Strategies
2.3 Research on Competitive Strategy for Online Education Companies
2.4 Key Concepts in This Thesis
2.4.1 Online Education
2.4.2 Paying-for-knowledge
2.4.3 Personal Brand
2.4.4 Differences Between Personal Brand,Corporate Brand and Product Brand
2.4.5 Personal Brand Education
ChapterⅢ Current Situation of Knowledge Paying Market and S Education
3.1 Development of Knowledge Paying Market
3.2 The Profile of S Education
3.2.1 The Background of S Education’s Foundation
3.2.2 The Development History of S Education
3.3 S Education’s Curriculum System
3.4 S Education’s Achievements
3.5 Problems in the Development of S Education’s Personal Brand Education
3.6 Chapter Summary
ChapterⅣ Analysis of External and Internal Environment
4.1 Analysis of Macro Environment
4.1.1 Analysis of Political Environment
4.1.2 Analysis of Economic Environment
4.1.3 Analysis of Social and Cultural Environment
4.1.4 Analysis of Technological Environment
4.2 Analysis of Industrial Competitive Environment
4.2.1 Analysis of Competition with Existing Competitors
4.2.2 Threats of Potential New Entrants
4.2.3 Bargaining Power of Suppliers
4.2.4 Bargaining Power of Buyers
4.2.5 Threats of Substitutes
4.3 Analysis of Opportunities and Threats
4.3.1 Opportunities
4.3.2 Threats
4.4 Analysis of Internal Conditions of S Education
4.4.1 Corporate Resources
4.4.2 Corporate Capabilities
4.4.3 Analysis on Advantages and Disadvantages
4.5 Chapter Summary
ChapterⅤ Selection of Competitive Strategy for S Education’s Personal Brand Business
5.1 Selection of Competitive Strategy Based on SWOT Analysis
5.2 Positioning and Design of Differentiation Competitive Strategy
5.2.1 Positioning of Target Market
5.2.2 Design of Differentiation Strategy
5.3 Chapter Summary
ChapterⅥ Suggestions of Safeguard Measures for the Implementation of Competitive Strategy for Business
6.1 Rational Allocation of Corporate Resources
6.2 Supports of Corporate Culture
6.3 Organizational Structure Guarantee
6.4 Construction of Human Resources
6.5 Chapter Summary
ChapterⅦ Conclusion and Prospect
7.1 Research Conclusion
7.2 Deficiency and Prospect
REFERENCES
本文编号：3529882
【文章来源】：广东外语外贸大学广东省
【文章页数】：88 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
1.1 Research Background
1.2 Research Purpose and Significance
1.3 Research Methods and Contents
1.3.1 Research Methods
1.3.2 Research Contents
1.4 Thesis Structure
ChapterⅡ Literature Reviews
2.1 Research on Paying-for-knowledge and Personal Brand
2.2 Related Research on Competitive Strategies
2.3 Research on Competitive Strategy for Online Education Companies
2.4 Key Concepts in This Thesis
2.4.1 Online Education
2.4.2 Paying-for-knowledge
2.4.3 Personal Brand
2.4.4 Differences Between Personal Brand,Corporate Brand and Product Brand
2.4.5 Personal Brand Education
ChapterⅢ Current Situation of Knowledge Paying Market and S Education
3.1 Development of Knowledge Paying Market
3.2 The Profile of S Education
3.2.1 The Background of S Education’s Foundation
3.2.2 The Development History of S Education
3.3 S Education’s Curriculum System
3.4 S Education’s Achievements
3.5 Problems in the Development of S Education’s Personal Brand Education
3.6 Chapter Summary
ChapterⅣ Analysis of External and Internal Environment
4.1 Analysis of Macro Environment
4.1.1 Analysis of Political Environment
4.1.2 Analysis of Economic Environment
4.1.3 Analysis of Social and Cultural Environment
4.1.4 Analysis of Technological Environment
4.2 Analysis of Industrial Competitive Environment
4.2.1 Analysis of Competition with Existing Competitors
4.2.2 Threats of Potential New Entrants
4.2.3 Bargaining Power of Suppliers
4.2.4 Bargaining Power of Buyers
4.2.5 Threats of Substitutes
4.3 Analysis of Opportunities and Threats
4.3.1 Opportunities
4.3.2 Threats
4.4 Analysis of Internal Conditions of S Education
4.4.1 Corporate Resources
4.4.2 Corporate Capabilities
4.4.3 Analysis on Advantages and Disadvantages
4.5 Chapter Summary
ChapterⅤ Selection of Competitive Strategy for S Education’s Personal Brand Business
5.1 Selection of Competitive Strategy Based on SWOT Analysis
5.2 Positioning and Design of Differentiation Competitive Strategy
5.2.1 Positioning of Target Market
5.2.2 Design of Differentiation Strategy
5.3 Chapter Summary
ChapterⅥ Suggestions of Safeguard Measures for the Implementation of Competitive Strategy for Business
6.1 Rational Allocation of Corporate Resources
6.2 Supports of Corporate Culture
6.3 Organizational Structure Guarantee
6.4 Construction of Human Resources
6.5 Chapter Summary
ChapterⅦ Conclusion and Prospect
7.1 Research Conclusion
7.2 Deficiency and Prospect
REFERENCES
本文编号：3529882
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