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论文编号：	11348
作者编号：	2320170358
上传时间：	2019/12/12 18:19:20
中文题目：	MD国际教育业务竞争战略研究
英文题目：	Research on MD International School Education Business Competition Strategy
指导老师：	柳茂平
中文关键字：	国际学校教育；竞争战略；产业细分；价值链
英文关键字：	International School Education；Competition Strategy；Industry Segmentation；Value Chain
中文摘要：	随着时代的快速发展和人均收入的大幅上涨，中国大陆每年出国留学的学生数量与日俱增，国外教育被认为是脱离现有教育体制，培养世界视野的绝佳课堂。在此需求之下，国际教育行业应运而生，从起初为解决外籍人士子女在中国接受教育而产生的国际学校逐渐成为普通中国中产阶级家庭的进修选项，国际学校在读学生数截至2018年12月已达到66.21万人次，年复合增长率8.12%，预计在未来国际教育行业的营业收入及行业规模会不断上涨。 当下国际教育行业逐渐展现出分化趋势，行业内的头部学校掌握大量优质生源和教育资源，从而被更多的家长认为是孩子入学的最优解，而更多的普通校则面临着愈加狭窄的生存空间，在近两年国际学校倒闭或外国品牌撤出中国的事件时有发生，这标志着行业正在进入兼并与淘汰阶段。国际学校教育是作为教育产品进行出售的，以国际学校为实施主体，以学生为对象的一类业务形式。 MD国际学校是MD教育集团旗下位于天津拥有小学、初中、高中学段的国际学校，主要为6-17岁学生提供双语自主课程及AP、Alevel等国际课程。目前已进入天津市场2年有余，从最开始的2个，扩展为现阶段的5个年级，在校生700余人。当面临天津市场越发激烈的市场竞争，前有惠灵顿名校夹击，后又黑利博瑞普通校追兵，MD国际学校如何能持续发展壮大，击败竞争对手打造品牌护城河对现在的MD国际学校有着非同一般的重要意义，关乎其生死存亡。 本文以波特的企业竞争战略为分析基础，使用波特五力模型、科尔尼产业演进理论、PEST和SWOT等工具分析企业外部机会和威胁，并结合MD国际学校内部环境，用SWOT矩阵总结出MD国际学校的优势和劣势。在确定MD国际学校的战略目标和适用竞争战略后，对波特价值链（含细分、识别和构建），进行构建，即通过构建相应的价值链，最终形成所选定的产品市场层竞争优势。 本文希望通过对MD国际学校竞争战略的研究，能解决其在战略及战术方面的问题给出解决思路，同时希望通过对MD国际学校这一个体案例的分析，能够帮助众多国际教育行业企业在竞争和发展方面提供一些有意义、可借鉴的思考。
英文摘要：	With the rapid development of the times and the sharp rise of per capita income, the number of students studying abroad in mainland China is increasing day by day every year. Foreign education is considered to be an excellent classroom to break away from the existing education system and cultivate a world vision. Under this demand, the international education industry emerges as the times require. From the beginning, the international schools created to solve the problem of foreigners' children receiving education in China have gradually become the advanced education options for middle-class families in China. The number of students in international schools has reached 662100 by December 2018, with an annual compound growth rate of 8.12%. It is estimated that the business income and industry of the international education industry in the future will be Scale will continue to rise. At present, the international education industry is gradually showing a trend of differentiation. The top schools in the industry master a large number of high-quality students and education resources, which are considered by more parents as the best solution for children's enrollment. More ordinary schools are facing increasingly narrow living space, which has occurred frequently in the past two years when international schools fail or foreign brands withdraw from China, which indicates that the industry is now Enter the stage of merger and elimination. International school education is a kind of business form which is sold as an educational product, with international school as the main body and students as the object. MD international school is an international school owned by MD education group, which has primary, junior and senior high school sections in Tianjin. It mainly provides bilingual independent courses and AP, alevel and other international courses for 6-17-year-old students. At present, it has been in Tianjin market for more than two years, expanding from the first two to the current five grades, with more than 700 students in school. In the face of increasingly fierce market competition in Tianjin market, there are famous schools in Wellington in front of them, followed by ordinary schools in heiliberi. How MD international school can continue to develop and grow and defeat its competitors to build a brand moat is of great significance to the current MD international school, which is related to its life and death. Based on Porter's competitive strategy, this paper uses Porter's five forces model, kohlny's industrial evolution theory, pest and SWOT to analyze the external opportunities and threats of enterprises, and combines the internal environment of MD international school, summarizes the advantages and disadvantages of MD international school with SWOT matrix. After determining the strategic objectives and applicable competitive strategies of MD international school, the porter value chain (including subdivision, identification and construction) is constructed, that is to say, through the construction of the corresponding value chain, the final competitive advantage of the selected product market layer is formed. This paper hopes that through the study of the competition strategy of MD international school, it can solve its strategic and tactical problems and provide solutions. At the same time, it hopes that through the analysis of the individual case of MD international school, it can help many enterprises in the international education industry to provide some meaningful and referential thinking in the aspects of competition and development.
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