阳光在线教育公司的发展战略研究

发布时间：2018-01-12 04:36

本文关键词：阳光在线教育公司的发展战略研究　出处：《贵州财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：教育是一个国家发展的基础,教育是一个家庭的未来。在线教育的兴起,给教育带来了新的希望,也打破了原有的规则。自2013年起,随着“互联网+”概念的兴起,互联网产业飞速发展,在线教育也极度火热。在线教育,是随着互联网技术的成熟与普及而发展起来的行业,经过几年的快速发展,截至2014年年底,我国在线教育企业超过2500家,在线教育行业的市场规模超过1200亿元,增长率超过30%。未来的十年,将是在线教育行业快速发展的十年,许多互联网企业看到了这片蓝海,已经开始在线教育的布局。本人供职的阳光教育公司,是一家全球领先的教育公司。阳光教育的历史悠久,一个多世纪以来,阳光教育为各个年龄的消费者提供优质的教育服务。阳光教育在全球范围内享有盛誉,帮助上亿消费者接受优质教育。然而,阳光教育进入中国市场却没有那么顺利。在全球舞台上取得巨大成功的阳光集团,要如何抓住中国教育市场的巨大机遇,在中国的在线教育市场上分一杯羹?在这个背景下,本文探索阳光在线教育公司在中国的发展战略。本文在企业战略相关理论的指导下,通过对阳光公司进行宏观环境分析、行业分析和企业自身优劣势分析,制定了阳光公司在中国发展的本土化战略。具体地,就是通过版权合作的方式,与合作者签定一系列符合法相关法律规定的协议,将阳光教育公司核心教育产品的使用权授权给具有一定实力的解决方案合作伙伴,通过解决方案合作对中国的企业及个人消费者进行营销与服务。在总结企业现阶段问题的基础上,本文提出实施企业本土化发展战略的保障措施,包括品牌塑造本土化、管理水平本土化、产品本土化和信息运用本土化,以及管理控制战略实施的风险因素。最后,本文总结了全文的结论和相关的不足及未来研究的展望。本文提出通过合作伙伴发展阳光公司的本土化战略,提升阳光公司与解决方案合作伙伴的同步发展与战略协作能力,共赢共生,良性和谐发展。此本土化战略研究可以为其他跨国公司在中国的发展提供一定借鉴和参考。
[Abstract]:Education is a foundation for national development, education is a family in the future. The rise of online education, which brings new hope for education, also broke the original rules. Since 2013, with the rise of "Internet plus" concept, the rapid development of the Internet industry, online education is also extremely hot. Online education. With the mature of Internet technology and popularization and development of the industry, after several years of rapid development, by the end of 2014, online education company in China more than 2500, the online education industry, the market size of more than 120 billion yuan, the growth rate of more than 30%. in the next ten years will be the rapid development of online education industry for ten years. Many Internet companies see this piece of blue ocean, has begun the layout of online education. I worked for the sunshine education company, is a leading global education company. The history of the sunshine education is long, more than a century to To the sunshine education to provide quality education services for consumers of all ages. The sunshine education enjoys a high reputation in the world, to help millions of consumers receive quality education. However, the sun China education into the market is not so smooth. The sunshine group achieved great success in the global arena, how to seize the great opportunities China education market in the China, online education market share? In this context, to explore the development strategy of online education company in this paper. In this paper, the sun China in enterprise strategy under the guidance of the theory, through the analysis of macro environment of SunShine Co, enterprise industry analysis and SWOT analysis, formulate the localization strategy of SunShine Co in China development. Specifically, is through copyright cooperation, and cooperation signed a series of legal related legal agreement with the regulations, the sun The company's core authorized education educational products use right solutions to a certain strength of partners, marketing and service solutions through cooperation of China enterprises and individual consumers. On the basis of present problems and summarize the enterprises, the paper proposed the safeguard measures of the localization of the implementation of the development strategy of enterprises, including the brand localization, management the level of localization, product localization and information using localization, and the implementation of the management strategy of controlling the risk factors. Finally, this paper summarizes the conclusion and relevant problems and future prospects of research. This paper through the localization of strategic partner development SunShine Co, SunShine Co to enhance partners and solutions of simultaneous development and strategic coordination, and win-win symbiosis, healthy and harmonious development. This study can be the localization strategy of multinational companies in the development of other China Provide some reference and reference.

【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72;F272;F724.6

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