RB公司少儿英语培训业务竞争战略研究

发布时间：2018-01-08 17:30

本文关键词：RB公司少儿英语培训业务竞争战略研究　出处：《兰州交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国人素质的提高,眼界的开阔,经济条件的日渐富裕以及欧美国家对中国的日益开放,英语培训行业越来越火爆,但竞争也越来越激烈。RB公司是专门从事英语培训的教学机构,近年来由于市场的激烈竞争,少儿英语培训业务出现了发展瓶颈。因此本文的研究目的是对RB公司少儿英语培训业务进行竞争战略研究,为公司准确地在市场上定位,并设计适合RB公司少儿英语培训业务发展的战略方针,从而形成独特的竞争优势和竞争力,促进学校的健康发展,走出生存困境。本文从战略管理理论研究开始入手,总结了当前关于企业战略的概念以及思想流派,竞争战略的定义及五大要点,还有战略如何确定等内容,并在大量的走访、问卷调查、实际工作参与的基础上将战略管理理论和方法运用于RB公司少儿英语培训业务的具体运作中。通过运用PEST工具对A城市少儿英语培训行业外部政治、经济、社会文化、科技四个方面进行深入分析,同时运用SWOT工具分别对RB公司内部的优势、劣势、以及所面临的机遇和威胁进行论述,另外结合少儿英语培训行业特点以及RB公司所在A城市少儿英语培训竞争对手的具体情况分析,根据竞争战略相关理论,明确了RB公司的竞争战略目标,得出RB公司应该选择差异化为主,集中化为辅的竞争方案。根据差异化和集中化战略相关理论知识,本文设计了RB公司少儿英语培训业务竞争战略的具体方案,以及竞争策略顺利执行的保障措施,提出了在A城市竞争激烈的市场环境中,公司应该利用自身硬件、师资、科研能力等方面的优势,克服进入市场时间短等劣势,首先采用集中化战略,选择目前竞争对手少有涉及的极高端消费层次为目标客户,为打算让孩子出国留学的以及工作繁忙无法顾及孩子的消费群体服务,其次采用差异化战略,通过产品差异化(包括服务内容的差异化、培训模式的差异化、课程设计的差异化、推广模式的差异化),形象差异化(包括装饰风格、门面、服装等)两方面制定出独具一格的竞争方案,最后指出了公司必须从培训及稳定师资,完善组织架构,做好安全、卫生、医疗等方面的工作来保障战略目标的顺利实施。
[Abstract]:With the improvement of the quality of Chinese people, the broadening of their horizons, the growing prosperity of economic conditions and the increasing openness of European and American countries to China, the English training industry is becoming more and more popular. However, the competition is becoming more and more fierce. RB is a teaching institution specializing in English training. In recent years, due to the fierce competition in the market. There is a bottleneck in the development of children's English training business. Therefore, the purpose of this paper is to study the competitive strategy of children's English training business of RB Company, so as to accurately position the company in the market. It also designs a strategic policy suitable for the development of children's English training business in RB Company, so as to form a unique competitive advantage and competitiveness, and promote the healthy development of the school. Starting from the study of strategic management theory, this paper summarizes the concept and school of enterprise strategy, the definition and five key points of competitive strategy, and how to determine the strategy. And in a large number of visits, questionnaires. On the basis of practical work participation, the strategic management theory and method are applied to the concrete operation of children's English training business of RB Company. The external politics of A city children's English training industry is analyzed by using PEST tools. Economic, social culture, science and technology four aspects of in-depth analysis, at the same time the use of SWOT tools to RB internal strengths, weaknesses, as well as the opportunities and threats faced. In addition, combined with the characteristics of children's English training industry and the specific situation of English training competitors in A city of RB company, according to the relevant theory of competition strategy, this paper clarifies the competitive strategic objectives of RB company. The conclusion is that RB company should choose the competitive scheme of differentiation and centralization. According to the relevant theoretical knowledge of differentiation and centralization strategy. This paper designs the specific scheme of RB company's competitive strategy for children's English training business and the guarantee measures for the smooth implementation of the competition strategy, and puts forward the competitive market environment in A city. Companies should use their own hardware, teachers, scientific research capabilities and other aspects of the advantages, to overcome the short time to enter the market and other disadvantages, the first to adopt a centralized strategy. Select the current competitors rarely involved in the very high-end consumption level as the target customer, for the intention of children to study abroad and busy work can not take into account the children of consumer groups, followed by the adoption of differentiation strategy. Through product differentiation (including service content differentiation, training model differentiation, curriculum design differentiation, promotion model differentiation, image differentiation (including decoration style, facade. In the end, it points out that the company must train and stabilize teachers, perfect organizational structure, and do well in safety and hygiene. Medical and other aspects of work to ensure the smooth implementation of strategic objectives.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G633.41

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