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论文编号：	10255
作者编号：	2120162898
上传时间：	2018/6/19 15:10:00
中文题目：	优胜教育集团环境分析和发展战略研究
英文题目：	Research on the Environment and Development Strategy of Youwin Education Group
指导老师：	王迎军教授
中文关键字：	中小学课外教育培训；战略管理；SWOT分析
英文关键字：	K12 elementary education, strategy management, SWOT analysis
中文摘要：	近年来，我国中小学教育培训事业蓬勃发展，民办教育在办学体制改革中发挥着重要作用，呈现出快速发展的势头。在民办教育事业蓬勃发展的同时，蕴含的商机和利润吸引更多的资本进入到的教育产业中。 中小学教育培训是我国教育事业的重要组成部分。目前，教育培训正朝着市场细分、品牌经营和连锁经营的方向发展。教育培训公司如何在巨大的课外培训市场中分得最大的蛋糕；如何获得竞争力和超额利润；如何进行详细的战略规划是企业面临的最迫切的问题。 优胜（中国）教育集团成立于1999年，是国内大型的综合性教育培训企业，公司主营业务是面向小学、初中、高中的一对一的个性化学科教育培训，办学目的是提高中小学学习成绩、改善学习方法和锻炼自主学习的能力，建设自主学习的社区。论文以优胜教育集团外部环境和内部环境分析入手，外部环境包括所处的宏观政治经济环境、中小学教育培训行业发展、主要的竞争对手和波特的五力模型；内部环境包括企业价值链、组织结构、人力资源、营销策略和课程开发等方面，进行了全面的、客观的分析，认识到中小学教育市场发展前景良好。采用SWOT分析工具，结果表明，优胜教育面临着巨大的发展机会，但是威胁和劣势也非常明显。 优胜教育集团应基于企业的现状，克服自身弱势，发展已有优势，建立具有核心竞争力的差异化战略，满足家长和学生的个性化需求；扩大培训规模和效益的集中化成长战略，规范加盟连锁的经营模式，引导加盟连锁培训中心的教师培训。
英文摘要：	Youwin Educational Group was established in 1999 in Beijing. Youwin Educational Group has now grown up as a comprehensive education and technology provider, mainly focusing on one to one private training especially related to K12 elementary education. During the development, Youwin Education Group has been involved in the high-speed development of education and training industry. There existing contradictions between its quickly expansion and standard process of management among the Youwin training centers, which is hard to delivery high-standard constantly to customers. This paper is focused on the strategy of Youwin Educational Group, analyzing the current fierce competition in this industry that Youwin Educational experiencing, discussing the industry of China education and training, focusing on strength, weakness, opportunity, threaten in order to find the countermeasure of strategy. Based on these, this paper is guided by the strategy, exercised the PEST analyzing theory, SWOT analyzing, to find the opportunities in this whole industry, adapting product and manpower to gain competitive advantage, which help to set up a clearly guideline for enterprise competition against the turbulent environment. Youwin Educational Group should craft more flexible strategies. By overcoming internal weakness and make full usage of strength. Youwin Educational Group should do the product and service research to meet clearly customer’s needs, to build up brand, to recruit and coach more talents, to optimize the working process in the organization, to apply more technology of online training and more involved in online training market, etc. In this way, Youwin educational Group could maintain its competitive strength. The value of this paper is focusing on the K12 elementary educational market, researching on the potential opportunities and threats, working on development strategy for Youwin Educational Group.
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