澳际教育集团企业多元化战略分析

发布时间：2018-09-04 08:46

【摘要】：留学中介行业历经十余年快速发展,与中国经济和留学市场的变化紧密相联。留学中介企业的经营,也在十几年间经过市场的打磨,呈现不同的模式。行业内具有较大规模、经营稳健的企业为了追求一些突破性的发展,大多选择了多元化经营的道路,在留学的前端、后端不断拓展。那么,实施多元化战略应该怎样才能保证成功呢,本文选择了留学行业领军企业——澳际教育集团作为分析对象,该企业是传统老牌留学移民中介机构,实行的是相关多元化战略。但澳际教育集团近两年来市场业绩略有下滑,本文尝试通过分析企业现状找出目前企业实施多元化战略存在的问题并提出改进建议,以促进企业提升市场份额,稳健发展。本文首先对企业多元化战略的相关理论进行了综述;然后介绍了留学市场发展过程及特点,分别从澳际教育集团所处的行业战略环境、竞争环境进行分析,外部环境总体利于企业战略的实施,竞争压力来源于行业内的同规模对手企业的迅猛发展和新兴模式;分析完外部环境,再对企业内部战略资源条件进行审视,又分析了澳际教育集团6个业务单元的发展状况,目前业务发展不均衡;基于企业自身条件和行业战略环境,运用SWOT分析工具对该企业多元化战略选择进行分析得出,澳际教育集团应该选择SO战略和ST战略,注重增长型策略以及多种经营策略。最后,结合企业实际情况,提出通过市场细分提升留学业务能力,引进管理人才提升管理水平,利用大数据加强客户管理促进各业务增长,同时制定配套的品牌战略和完善企业文化建设,以保障多元化战略的成功实施。本文指出多元化经营战略是留学中介企业寻求新的发展并扩大规模的有效方式,受到外部环境的影响较大,不仅单一业务要关注市场环境的变化,对于多元业务发展的企业,更应该时刻掌握市场环境的变化,才能够及时对多元业务进行调整。同时,企业自身实际状况也对多元化发展进行着一定程度的制约,首先要将企业的核心业务做强,增强竞争优势,加强客户管理,提高企业管理水平,同步制定实施品牌战略,促使企业战略落地,推动企业长远发展。也希望本文能够对于留学行业的企业寻求多元化发展具有一定借鉴意义。
[Abstract]:After more than a decade of rapid development, the industry is closely linked with the changes in the Chinese economy and the market for studying abroad. The management of medium enterprise of study abroad, also in ten years pass the grinding of the market, present different pattern. In order to pursue some breakthrough development, the enterprises with large scale and steady management in the industry have mostly chosen the way of diversified management, and the front end and back end of studying abroad have been continuously expanded. Well, how can the diversification strategy be implemented to ensure success? this paper chooses Australia International Education Group, the leading enterprise in the overseas study industry, as the object of analysis. This enterprise is a traditional and established intermediary for studying abroad immigrants. What is implemented is the related diversification strategy. However, the market performance of Australia International Education Group has declined slightly in the past two years. This paper tries to find out the problems existing in the implementation of diversification strategy by analyzing the present situation of enterprises and put forward some suggestions for improvement, in order to promote the enterprises to enhance their market share and develop steadily. This paper first summarizes the relevant theories of enterprise diversification strategy, then introduces the development process and characteristics of the overseas education market, and analyzes the industry strategic environment and competition environment of Australia International Education Group respectively. The external environment is conducive to the implementation of the enterprise strategy, and the competitive pressure comes from the rapid development and emerging mode of the same scale rival enterprises in the industry, analyzes the external environment, and then examines the internal strategic resource conditions of the enterprise. It also analyzes the development of six business units of Australia International Education Group, which is not balanced at present, and analyzes the diversification strategy choice of the company by using SWOT analysis tool, based on the enterprise's own conditions and industry strategic environment. Australia International Education Group should choose SO strategy and ST strategy, focus on growth strategy and diversified business strategy. Finally, according to the actual situation of the enterprise, it is proposed to improve the business ability of studying abroad through market segmentation, to introduce management talents to enhance the management level, and to use big data to strengthen customer management to promote the growth of various businesses. At the same time, establish the brand strategy and perfect the construction of corporate culture to ensure the successful implementation of diversification strategy. This paper points out that the diversification strategy is an effective way for studying abroad intermediary enterprises to seek new development and expand their scale, which is greatly influenced by the external environment. Not only the single business should pay attention to the change of the market environment, but also for the enterprises with multiple business development. Should always grasp the changes in the market environment, in order to adjust to the multiple business. At the same time, the actual situation of the enterprise itself also restricts the diversified development to a certain extent. Firstly, it is necessary to strengthen the core business of the enterprise, strengthen the competitive advantage, strengthen the customer management, improve the management level of the enterprise, and formulate and implement the brand strategy synchronously. To promote the strategic landing of enterprises, promote the long-term development of enterprises. I also hope that this paper can be used for reference for enterprises seeking diversified development in the field of studying abroad.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G648.9;F272

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