英语培训机构竞争情报分析

发布时间：2018-02-15 21:23

本文关键词： 英语培训机构竞争情报波特五力分析 PEST分析 SWOT分析竞争情报系统　出处：《黑龙江大学》2014年硕士论文　论文类型：学位论文

【摘要】：面对着国际国内的新形势、新问题、新挑战，国内英语培训业也面临着巨大危机，入门门槛较低、发展战略的缺乏和差异化等因素导致英语培训行业内竞争日益激烈。企业的竞争对手越来越强，所遇到的挑战也各不相同，对于一个企业来说，机遇与威胁并存。企业生存要素除了我们所熟知的人才、资金和技术外，还有一个要素就是竞争情报，美国哈佛商学院早已将竞争情报列为关系企业生死存亡的第四要素，可见竞争情报对于企业生存的重要性。竞争情报具有提高企业市场竞争力的功能，其在许多国外企业发展过程中发挥了重要作用。面对竞争激烈的英语培训市场，为了提高市场竞争力，英语培训机构就要采取有效的竞争理论和竞争策略。对英语培训机构进行竞争情报分析，可以帮助企业洞悉企业自身及社会政治、经济、市场等的变化，做出正确的决策，增强企业的生存发展能力，实现企业的可持续发展。本文以我国英语培训机构的竞争情报为主要研究对象，分析竞争情报对我国英语培训机构的重要性，以行业竞争理论为研究基础，，对竞争情报的研究内容进行分析。运用波特五力分析和PEST分析分别对英语培训机构的微观环境和宏观环境进行阐述，分析英语培训行业的竞争态势，为英语培训机构制定科学的发展战略。以新东方教育科技集团为例，运用SWOT分析法详细地分析了新东方教育科技集团的优势和劣势，分析了企业面临的机会和威胁，并提出企业的战略目标定位。建立适合自己的企业竞争情报系统，为英语培训机构提供有效的信息支持，提高英语培训机构的竞争力。
[Abstract]:In the face of the new situation, new problems, new challenges at home and abroad, the domestic English training industry is also facing a huge crisis, with a relatively low threshold for entry. The lack of development strategy and differentiation lead to the increasingly fierce competition in the English training industry. The competition of enterprises is becoming stronger and stronger, and the challenges they encounter are different. For an enterprise, opportunities and threats coexist. In addition to the talents, funds and technologies that we know well, there is also the element of competitive intelligence. The Harvard Business School of the United States has long listed competitive intelligence as the 4th element of the survival of the enterprises concerned. It can be seen that competitive intelligence plays an important role in the development of many foreign enterprises. In the face of the fierce competition in the English training market, competitive intelligence plays an important role in improving the competitiveness of enterprises in the market. In order to improve the competitiveness of the market, English training institutions should adopt effective competition theory and competitive strategy. Analyzing the competitive intelligence of English training institutions can help enterprises to understand the changes of enterprises themselves and social politics, economy, market, etc. Make the correct decision, strengthen the survival and development ability of the enterprise, realize the sustainable development of the enterprise. This paper takes the competitive intelligence of our English training institutions as the main research object, analyzes the importance of competitive intelligence to our English training institutions, and takes the theory of industry competition as the research basis. The research content of competitive intelligence is analyzed. The micro environment and macro environment of English training institutions are expounded by Porter's five Force Analysis and PEST analysis, and the competitive situation of English training industry is analyzed. Taking the New Oriental Educational Science and Technology Group as an example, this paper makes a detailed analysis of the advantages and disadvantages of the New Oriental Educational Science and Technology Group, and analyzes the opportunities and threats faced by the New Oriental Educational Science and Technology Group by using the SWOT analysis method. It also puts forward the strategic goal orientation of the enterprise, establishes the enterprise competitive intelligence system suitable for oneself, provides the effective information support for the English training organization, and improves the competitiveness of the English training institution.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G350;G522.72

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