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论文编号：	12804
作者编号：	2120192941
上传时间：	2021/12/9 13:16:52
中文题目：	RS公司多元化发展战略研究
英文题目：	Research on diversified development strategy of RS company
指导老师：	胡望斌
中文关键字：	多元化战略；教育培训行业；国家政策；企业转型
英文关键字：	Diversification strategy；Education and training industry；National policy；Enterprise transformation.
中文摘要：	摘要 在中国，教育培训行业曾经是资本的风口，尤其是学科类教育是学校之外的第二赛场，也是很多“鸡娃”的必经之路。线上教育也在资本化的运作下，发展的风生水起。《2021年度中国在线教育投融资数据报告》显示，在中国已经开展的在线教育企业中，已发生152起融资，且总金额已经达到576.6亿元，同比增长298.41%，超过了此前5年的融资总和。 然而在2021年5月23日，中央全面深化改革委员会第十九次会议审议通过了《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》（以下简称“双减”意见）以后。该意见得到了地方政府的严格执行，一系列新规的出台和配套措施落实，校外培训机构上市公司的行情也随之掉头向下，截至2021年7月，高途、好未来、新东方等股票价格相对前期高点都已跌去近九成。已经资本化的头部公司已悄然开始谋求转型。而一些地方性小微培训机构，则更面临着严格监管，师资不足，生源困乏，转型困难的窘迫境地。而地方性的小微培训机构则是在教育培训市场拥有主要的市场占有率，研究其在新的政策、经济环境下的发展，则更具有普适性和现实意义。 教育培训行业涉及面较广泛，按类型分有成人教育、学历教育、职业教育、K12学科教育、素质教育、学前教育等板块。按授课模式有线下教育、线上教育。本文仅以RS公司目前从事的板块，即体育类素质教育以及K12学科教育为出发点。在面对国家政策收紧，市场竞争激烈的环境，如何进行发展及转型进行讨论。 本文首先对中国教育培训市场的宏观进行了分析，应用的工具为PEST-G模型，添加了G，即地理因素的条件。同时对教育培训产业内的分析采用了波特五力模型，最后探寻价值链上的关键点，分析现有行业的未来发展战略。并通过波士顿矩阵、SWOT模型等工具，根据国家的战略及政策偏好，基于目前现有的公司情况及资源，寻找非相关多元化发展路径，实现企业的二次创业及找到新的企业生命周期。 关键词：多元化战略；教育培训行业；国家政策；企业转型
英文摘要：	Abstract In China, the education and training industry used to be the outlet of capital. In particular, discipline education is the second field outside the school and the only way for many "chicken babies". Online education is also developing rapidly under the operation of capitalization. According to the 2021 China online education investment and financing data report, among the online education enterprises in China, 152 financing cases have occurred, and the total amount has reached 57.66 billion yuan, a year-on-year increase of 298.41%, exceeding the total financing in the previous five years. However, on May 23, 2021, the 19th meeting of the central comprehensive Deepening Reform Commission considered and adopted the opinions on further reducing the homework burden and after-school training burden of students in the stage of compulsory education (hereinafter referred to as the "double reduction" Opinions). This opinion has been strictly implemented by the local government. With the introduction of a series of new regulations and the implementation of supporting measures, the market of listed companies of after-school training institutions has also turned downward. As of July 2021, the stock prices of gaotu, tal and New Oriental have fallen by nearly 90% compared with the previous highs. The capitalized head company has quietly begun to seek transformation. Some local small and micro training institutions are facing the dilemma of strict supervision, lack of teachers, lack of students and difficult transformation. Local small and micro training institutions have a major market share in the education and training market. Studying their development in the new policy and economic environment has more universality and practical significance. The education and training industry covers a wide range of sectors, including adult education, academic education, vocational education, K12 subject education, quality education, preschool education and so on. According to the teaching mode, offline education and online education. This thesis only takes RS company's current plate, namely sports quality education and K12 subject education as the starting point. In the face of tight national policies and fierce market competition, how to carry out development and transformation is discussed. Firstly, this thesis analyzes the macro of China's education and training market. The applied tool is PEST-G model, adding G, that is, the condition of geographical factors. At the same time, Porter's five forces model is used to analyze the education and training industry. Finally, the key points in the value chain are explored and the future development strategy of the existing industry is analyzed. Through Boston matrix, SWOT model and other tools, according to the national strategy and policy preferences, and based on the current company situation and resources, find non relevant diversified development paths, realize the secondary entrepreneurship of enterprises and find a new enterprise life cycle. Key words：Diversification strategy；Education and training industry；National policy；Enterprise transformation.
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