卓越教育集团竞争战略研究

发布时间：2018-02-04 14:02

本文关键词： 竞争战略卓越教育环境分析战略实施　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：培训教育是我国教育事业的重要组成部分,调查显示,我国存在着一个2500亿元的教育市场,目前我国居民储蓄余额的规模已达到11万亿元,并且居民收入中大约有20%用于投资子女的教育。居民收入的大幅度增长,家长对子女教育重视程度越来越高,家长在对子女的教育投资上不留余力。因此,在这种背景下,中小学课外辅导市场如雨后春笋般逐渐发展并繁荣,成为中国民办教育上最大和增速最快的市场之一。中国教育培训市场在近些年来经历了强大的资本整合过程,据不完全统计,目前,市场上有大大小小10万多家中小学课外辅导机构,教育辅导市场竞争激烈却无序,其发展仍处于起步阶段。广州卓越教育机构成立于1997年,是华南地区最大最专业的中小学课外教育机构。随着竞争在不断加剧,要想适应现在不断变化的新的市场形势,卓越教育集团必须根据自己的实际情况制定出合理的竞争战略,并且在市场的竞争中要不断调整自己的战略。本文结合理论与实际,在大量文献搜集和实际调研的基础上,对广州卓越教育集团进行了详细的介绍,提出了符合公司发展的竞争战略。本文首先对运用PEST分析方法对卓越教育的宏观环境进行分析,采用波特五力模型对行业环境进行了详细的分析,其次运用SWOT分析方法得出卓越教育集团的机会和威胁,优势与劣势。分析发现课外辅导行业的发展机会还是很有潜力的,卓越教育集团的内部优势大于劣势。针对卓越教育集团的竞争战略目标和竞争战略定位,得出只有差异化的竞争战略才适合卓越教育集团的结论。并且从课外辅导的内部管理能力、课程设计与研发、师资培养、品牌提升与推广、市场规划这五个方面,详细论述卓越教育竞争战略的具体实施策略。
[Abstract]:Training education is an important part of education in our country. The investigation shows that there is a 250 billion yuan education market in our country. At present, the scale of savings balance of residents in our country has reached 11 tillion yuan. And about 20% of the residents' income is used to invest in the education of their children. With the increase of the residents' income, parents pay more and more attention to the education of their children, and the parents do not leave Yu Li on the investment in the education of their children. In this context, the primary and secondary school after-school counseling market like bamboo shoots gradually develop and prosperity. China's education and training market has experienced a strong process of capital integration in recent years, according to incomplete statistics, at present. There are more than 100,000 primary and middle school extracurricular counseling institutions in the market. The market of educational guidance is fierce but disordered, and its development is still in its infancy. Founded in 1997, Guangzhou is the largest and most specialized extracurricular education institution in primary and secondary schools in South China. As competition intensifies, it is necessary to adapt to the changing new market situation. The excellent education group must make a reasonable competitive strategy according to its actual situation and adjust its strategy constantly in the market competition. Combining theory and practice, this paper introduces Guangzhou Excellence Education Group in detail on the basis of a great deal of literature collection and practical investigation. Put forward the competitive strategy in line with the development of the company. Firstly, this paper analyzes the macro environment of excellence education by using PEST analysis method, and analyzes the industry environment in detail by using the Porter's five-force model. Secondly, SWOT analysis method is used to obtain the opportunities and threats, advantages and disadvantages of the excellent education group. The analysis shows that the development opportunities of extracurricular tutoring industry are still very potential. The internal advantages of the outstanding education group are greater than those of the inferior position, aiming at the competitive strategic goal and the competitive strategic orientation of the outstanding education group. Only the differentiated competitive strategy is suitable for the excellent education group, and from the outside tutoring internal management ability, curriculum design and research and development, teacher training, brand promotion and promotion. The five aspects of market planning are discussed in detail on the implementation strategy of outstanding educational competition strategy.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G522.72;F272

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