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论文编号：	3104
作者编号：	2120092795
上传时间：	2011/5/26 15:35:05
中文题目：	我国婴幼儿早期教育产业商业模式创新研究
英文题目：	Research on the Business Model’s Innovation of the Infant Early Education Industry in China
指导老师：	林润辉
中文关键字：	婴幼儿早教产业、商业模式创新、核心竞争力
英文关键字：	Keywords: Infant early education industry, Innovation of business model, Core competitiveness
中文摘要：	摘 要 婴幼儿早期教育产业在近十年的时间内，发展十分迅猛，不论是国际上的早教龙头企业还是本土的早教机构，纷纷抢滩国内早教市场。2001年是早教产业发展的"井喷期"，政府开始加大对早教的关注程度和投入力度。2003年的非典对早教市场造成重创，国内的早教企业进行了大洗牌。2005年国内外更大资本的进驻，让早教市场真正“热”了起来。近几年，一些国内外的大品牌已经占据一定市场和地位，并且向二三级城市大肆扩展，不少本土的大小早教机构也来分这一杯羹。 当然，早教产业发展的也是遵循一定规律的，其商业模式的创新所带来的效果往往远胜于企业在技术、产品或管理制度等方面的创新。国际上先进的早教机构的产业链整合及价值链的再造，为中国企业做出了良好的示范，其核心竞争力的提升将会推动整个产业模式进行变革并获得巨大的成功，其中金宝贝公司的案例值得中国早教机构学习研究。 文章以国际早教龙头企业金宝贝及本土龙头企业东方爱婴为例，阐述了其商业模式创新的途径及具体操作流程。以商业模式理论为依据，对其进行了营销环境分析，以及其产业链上的供应商价值链、顾客价值链、企业价值链、渠道价值链的总体分析，发现市场需求，得出商业模式创新是早教机构的必然选择。继而运用战略分析工具对产业进行分析，评估商业模式的竞争力并提出建议。最后得出商业模式创新的根本目的就是实现企业核心竞争力和为顾客创造出超出其预期的价值，并最终服务于早教机构的核心战略。 关键词： 婴幼儿早教产业 商业模式创新 核心竞争力
英文摘要：	Abstract The infant early education industry was developed rapidly in resent ten year. Not only the international leading enterprises or the local institutions are vying to occupy a place in the domestic early education market. The early education industry was out breaking in 2001, and the government began to strengthen the attention and input power of early education. And in 2003, the early education market was depressed by SARS and the domestic early education companies changed completely. In 2005, the entrance of large capitals at home and abroad made the early education market became real hot. In resent years, some famous brands both here and abroad have already occupied certain market and position, and extended to Sub-cities widely. Besides that, many local early education institutions also want to take a share of the profits. Definitely, there are some certain regularity for the development of early education industry to follow, its innovation of business model often brings better effect far more than the innovation of technology, production and management system, etc. The industrial chain’s integration and the value chain’s reconstruction of the international advanced early education institutions set a good example for Chinese companies. And the promotion of their core competitiveness will improve the whole industry model to change and succeed greatly. Among them, the case of Golden Baby Company is quite worthwhile to be studied by the Chinese early education institution. This thesis takes the leading enterprises of the international early education as the example, discusses their method and specific operating process of business model’s innovation. Based on the business model theory, this paper analyzes its marketing environment, and generally analyzes the supplier value chain, customer value chain, enterprise value chain, channel value chain in its industrial chain, and find out market demand, reach a conclusion that innovation of business model is the inevitable choice of the early education institution. And then, the author analyzes the industry with strategy diagnostic tool, evaluates the competitiveness of the business model and puts forward suggestions. This paper eventually concludes that the basic goal of business model’s innovation is to realize companies’ core competitiveness, and create value which clients expected, and this will finally serve the core strategy of the early education institutions. Keywords: Infant early education industry, Innovation of business model, Core competitiveness
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