石河子市米奇儿童绘本馆发展战略研究

发布时间：2018-07-28 14:24

【摘要】：随着知识经济网络时代的到来，家长对孩子教育的理念在不断更新，儿童早期教育服务市场也在不断扩大，儿童绘本图书的异军突起推动了“儿童绘本馆”这种新兴教育服务类企业的产生。不管大、小、强、弱，面临当今的经济型社会，企业都应该为自己的发展制定战略性的规划。而对于新兴弱势企业来讲，发展战略的研究与制定有着非常重要的作用和意义。在新疆石河子市这一特殊地理位置下，米奇儿童绘本馆面对市场培育期的资金链负担较重、人力资源匮乏、被服务人群产品价值意识不强、教育效果周期长、专业性服务质量有待提高等情况，如何生存发展，成为本文研究的主题。本文首先介绍了国内外战略管理理论研究的动态及趋势，详细介绍了其中的竞争战略的理论发展历程、类型及分析工具，作为企业竞争战略分析、选择和实施的理论基础。其次分析了米奇儿童绘本馆的经营模式和现状，使用“五力分析模型”和SWOT矩阵分析法，针对新疆石河子市米奇儿童绘本馆的外部环境、内部资源和市场竞争能力等方面进行梳理和分析，得出：在石河子市人民整体经济水平提高、精神文化方面有需求的环境下，培育和开发石河子市儿童绘本馆市场成为米奇儿童绘本馆的首要任务，依靠企业自身拥有的先进早期教育理念和较强的课程开发、活动组织能力，积极争取各方面有利资源，建立健全服务为先的营销理念，才能打开进一步发展的局面。针对企业目前发展的状态，本文通过理论与实践相结合的分析方法，为米奇儿童绘本馆设计了：专业化服务战略、无形包装战略、社区连锁战略、行业内合作战略、营销创新战略、争取政政策扶持战略。根据其现阶段发展状况，量身定制了具体的发展战略实施方案，并进一步讨论了战略方案实施保障措施，为石河子市米奇儿童绘本馆指引了发展方向，明确了发展目标，，促进米奇儿童绘本馆走向健康、可持续发展的道路。
[Abstract]:With the advent of the era of knowledge economy network, parents' concept of children's education is constantly updated, and the early childhood education service market is also expanding. The emergence of children's picture books promotes the emergence of children's picture library, a new educational service enterprise. No matter big, small, strong, weak, faced with today's economic society, enterprises should make strategic plans for their own development. For the emerging vulnerable enterprises, the research and formulation of development strategy has a very important role and significance. Under the special geographical position of Shihezi City, Xinjiang, Mickey Children's painting Museum is faced with the heavy burden of capital chain in the period of market cultivation, the shortage of human resources, the weak sense of product value of the people served, and the long period of educational effect. Professional service quality needs to be improved. How to survive and develop has become the subject of this paper. This paper first introduces the trends and trends of the research on the theory of strategic management at home and abroad, and introduces in detail the development course, types and analysis tools of the theory of competition strategy, which serves as the theoretical basis for the analysis, selection and implementation of the competitive strategy of enterprises. Secondly, this paper analyzes the management mode and present situation of Mickey Children's painting Museum, and uses "five Forces Analysis Model" and SWOT Matrix Analysis method, aiming at the external environment of Mickey Children's painting Museum in Shihezi City, Xinjiang. Through combing and analyzing the internal resources and market competition ability, it is concluded that under the circumstances of the improvement of the overall economic level of the people of Shihezi City and the spiritual and cultural needs, Cultivating and developing the market of Shihezi children's painting hall has become the first task of Mickey children's painting museum. Relying on the advanced early education concept and strong curriculum development, the enterprise has the ability to organize activities and strive for all kinds of favorable resources Only by establishing and perfecting the marketing concept of service first can we open up the situation of further development. In view of the current development of enterprises, this paper, through the combination of theory and practice, designs the following strategies: specialized service strategy, intangible packaging strategy, community chain strategy, intra-industry cooperation strategy, etc. Marketing innovation strategy, strive for political policy support strategy. According to its current development situation, the specific development strategy implementation plan is customized, and the safeguard measures for the implementation of the strategy plan are further discussed, which has guided the development direction and defined the development goal for Mickey Children's Library in Shihezi City. Promote Mickey Children painting Museum towards healthy and sustainable development.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G239.2-F

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