粉笔公考在线教育平台的竞争环境及策略研究

发布时间：2018-11-24 17:55

【摘要】：现今线下传统的培训机构中公和华图已经占据过半的市场份额。但两家行业巨头在三四线城市的教育资源布局力度和师资质量保障力度小,学员难以享受到均衡的教育资源,近几年来涌现的在线教育平台多以直播课为主,公考培训市场的混乱程度不输于2016年直播行业的“百播大战”。粉笔以技术驱动型在公考在线教育行业中占据了一定的地位,但如何巩固优势,能够长期公考培训行业上稳定生存发展,值得研究。竞争情报的收集、整理和分析是现代社会企业成功的前提。在各行各业中都引起了对竞争情报的重视和运用。但关于公考在线教育平台的研究和应用屈指可数。本研究旨在将传统情报理论和竞争情报方法运用在公考在线教育平台。本文首先从研究意义和创新点出发,分析公考在线教育平台的特点及发展概况;其次运用PEST分析法和波特五力模型对整个公考在线教育平台的宏观环境和微观环境进行了全面分析,其中也涉及了对竞争对手的分析;再次,使用SWOT分析法对粉笔公考在线教育平台的战略环境进行深度分析,提出针对性策略。希望本论文对粉笔在线教育平台的研究有实用价值,能够对不止是公考在线教育,甚至是对整个在线职业教育领域中的每一个新兴企业有一个策略指导性的作用。
[Abstract]:Now offline traditional training institutions in the public has occupied more than half of the market share. However, the distribution of educational resources and the guarantee of teachers' quality in the third and fourth tier cities of the two industry giants are small, so it is difficult for students to enjoy balanced educational resources. In recent years, most of the online education platforms that emerged in recent years are based on direct broadcast courses. Public test training market chaos is not inferior to 2016 live broadcast industry's "100 broadcast war." Chalk occupies a certain position in the online education industry of public examination with technology drive, but it is worth studying how to consolidate the advantage and to be able to survive and develop steadily in the field of public examination and training for a long time. The collection, collation and analysis of competitive intelligence is the premise of the success of modern social enterprises. In a variety of industries have aroused the importance and use of competitive intelligence. But the research and application of online education platform on public examination are few and far between. The purpose of this study is to apply traditional intelligence theory and competitive intelligence method to online education platform. Firstly, this paper analyzes the characteristics and development of the online education platform from the perspective of research significance and innovation. Secondly, the macro and micro environment of the whole online education platform is analyzed by using PEST analysis method and Porter's five-force model, which also involves the analysis of competitors. Thirdly, the strategic environment of online education platform of chalk examination is analyzed with SWOT analysis method, and the targeted strategy is put forward. I hope this paper has practical value to the research of chalk online education platform, and can have a strategic guidance role to every new enterprise in the field of online vocational education, not only the public examination online education, but also the whole online vocational education field.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434

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