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论文编号：	5626
作者编号：	2120112818
上传时间：	2013/11/26 15:59:39
中文题目：	天津摩森教育企业发展战略研究
英文题目：	The Research on Development Strategies of Tianjin Morsen Educational Services Inc.
指导老师：	赵伟
中文关键字：	教育服务；新创企业；发展战略
英文关键字：	education services, new venture, developing strategy
中文摘要：	随着经济全球化时代的到来，中国与世界交流日益密切，英语教育服务的市场需求持续升温。截止至2010年，英语教育服务市场总量已经超过300亿元。英语教育培训的市场化格局已经基本形成。依托于中国经济的持续发展和居民人均可支配收入的逐年提高，在可预见的未来，英语教育服务市场仍然会处于一个快速发展的上升通道。 如此巨大的市场前景使英语教育服务市场成为了公认的朝阳产业，在国家鼓励民间资本办学政策的支持下，大量社会资源被投放到英语教育服务市场，各类英语教育服务机构如雨后春笋般涌现。大量机构的蜂拥而入打乱了英语教学服务市场的原有格局，加剧了市场竞争，一些不规范的经营模式的出现也开始对英语教育服务行业的公信力带来了负面的影响。英语消费者日趋理性化的趋势，教育服务行业社会透明度的日益增加，互联网技术普及催生的新的英语学习模式的出现，优秀教师资源成本的提高，这些社会性因素无一不在冲击着英语教育服务企业，尤其对于天津摩森教育这样的相对稚嫩的新创英语教育服务机构，这些冲击严重的影响了这些企业的生存和发展空间。如何正确认识自身的内部条件，并结合外部环境变化制定适合自身特色的生存和发展战略，是企业必须面对的问题。 本文在阐明研究背景、意义、研究方法并对相关国内外战略管理理论进行回顾的基础上，结合成功创业的英语教育机构的发展之路，运用PEST宏观环境分析法，波特五力模型以及SWOT态势分析法等经典战略分析工具，分析教育服务企业所处的外部环境，并尝试探讨面对内部条件变化和外部市场环境变化而适时采取战略调整的方式。 天津摩森教育作为典型的新创英语教育服务企业，在其两年多的发展历程中取得了大量实践经验和教训。本文通过对于天津摩森教育的运营实践中重要战略规划及调整的归纳以及对于战略调整产生的效果的分析，最终得出适用于当前形势下摩森教育企业战略规划及实施的相关结论。
英文摘要：	With the advent of the era of economic globalization, the communication between China and the world is increasingly close; therefore, the demand of English educational service is on the rise. By 2010, the total value of English educational service market has been more than 30 billion Yuan and the pattern of English educational training market started to formed. Based on the sustainable development of China's economy and the increasing of per capita disposable income, English educational service market will still be in a speed up channel in the foreseeable future. In the face of such a great market prospect, English educational service market has become a recognized sunrise industry. With the policy support of private capital in running schools, a large number of social resources have been put into the English educational service market and all kinds of English educational service agencies have sprung up. Because a large number of institutions flocked, the original pattern of English teaching service market is disrupted. Market competition is intensified and the emergence of non-standard business model. English educational service has a negative impact on the credibility of the enterprise. There are some social factors that impact the English educational service industry such as, increasingly rational consumers, growing social transparency, the new models of learning English by Internet technology and the rising cost of outstanding teacher resources. These factors severely impact the survival and development of new English educational service ventures. Every enterprise must understand their own internal conditions and external environment changes to formulate the strategy that is suitable for their own survival and development. This paper will firstly introduce the background, the purpose and the methodology of the research. Then the related strategic management principle will be reviewed. After that, the development of New Oriental Education and Technology Group will be referred and the externalities will be analyzed using PEST Macro environment analysis, Porter five models and SWOT and it will explore the way of strategic adjustment when the internal conditions and external market environment changes. As a typical newly established English educational organization, Tianjin Morsen Educational Information Consultation Co. has achieved much experience during the two-year operation. Through summarizing and analyzing the experience of its feasibility of the strategic, this thesis reaches the conclusions which help Tianjin Morsen Educational Co. scheming and adapting its enterprise strategies according to current market conditions.
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