【作者】 杨玉峰；

【导师】 王晓明；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 百年大计,教育为本。党的十八大以来,教育事业被摆在优先发展的战略地位,是关乎中华民族伟大复兴的基础工程。而民办教育作为我国基础教育的重要一环,在我国社会发展和进步的历程中发挥了重要作用。而随着我国经济的不断发展以及教育行业政策的不断出台,我国民办教育一度进入发展的黄金时期,行业竞争空前激烈。本文研究对象QY教育集团是平顶山地区最大的民办教育集团,主营业务为K12课外教辅,同时还涉及学前教育、学前素质教育、全日制小学教育等领域。经过十余年的发展,QY教育集团已成为当地教育行业的龙头企业。但随着政策的不断放开以及资本的入场,当地教育市场的竞争日益激烈,QY教育集团的扩张与发展受到了巨大的影响。为了更好地应对当前教育培训市场的发展变化,本文以QY教育集团的经营、发展情况为基础,结合公司战略的相关理论知识,为集团制定出相应的发展战略。本文通过PEST分析模型、五力分析模型,对当前外部环境等因素作出分析:教育行业利好政策陆续出台、国民收入水平不断提升、我国居民对于教育投资的意识不断增强、“二孩”政策全面放开以及线上教育迅速发展。通过对QY教育集团内部环境如公司经营状况、组织架构、核心资源和关键能力作出分析,结合外部环境因素以及QY教育集团发展的机会、威胁、优势及劣势,利用SWOT分析模型制定出与QY教育集团发展需求相匹配的战略定位、目标及规划,并为公司战略实施的保障措施做出相应分析。通过本文研究,QY教育集团应采取以下措施:第一,明确QY教育集团的战略定位,加强市场渗透、市场开发以及新产品的开发;第二,将产品导向渐渐向市场导向转变,以顾客的需求为核心,打造优质的具有核心竞争力的拳头产品,促进集团业务的良好开展;第三,建立新的课程内容和教学体系,扩大集团业务范围,促进集团的多元化发展,实现资源的合理配置。在本论文的研究过程中,笔者查阅了大量教育行业的资料、数据及相关文献,所涉及内容较广、维度较深,以期为QY教育集团以及同类型教育企业的发展提供一定的参考和指导意义。更多还原

【Abstract】 Education is the foundation of a centennial plan.Since the 18 th National Congress of the Communist Party of China(CPC),education has been given a strategic priority.As an important part of basic education in China,private education has played an important role in the process of social development and advance in China.With the continuous development of China’s economy and the introduction of educational policies,private education in China has entered a golden period of development with unprecedented industry competition.The object of this paper is QY education group,the largest private education group in pingdingshan province.Its main business is K12 extracurricular teaching assistance,and it also involves preschool education,preschool quality education,full-time primary school education and other fields.After more than 10 years of development,QY education group has become a leading enterprise in the local education industry.However,with the continuous liberalization of policies and admission of capital,the competition in the local education market is increasingly fierce,and the expansion and development of QY education group has been greatly affected.In order to better cope with the development and changes of the current education and training market.this paper,based on the operation and development of QY education group,combined with the relevant theoretical knowledge of the company’s strategy,working out the corresponding development strategy for the group.Through PEST analysis model and the five-force analysis model,analyzing the current external environment and other factors: successively introduced favorable policies in the education industry,the continuously improved national income level,Chinese residents’ enhanced awareness of education investment,the "two-child" policy has been fully relaxed,and online education has been developing rapidly.By analyzing the QY education group company internal environment such as operating conditions,organizational structures,core resources and key abilities,combined with the external environment factors and QY education group developmental opportunities,threats,advantages and disadvantages,using the SWOT analysis model to formulate a strategic positioning objectives and planning matching with QY education group,and analyzing the guarantee measures which are used to implement the company’s strategies.Through this study,QY education group should take the following measures: firstly,clarify the strategic positioning of QY education group,strengthen market penetration,market development and the exploitation of new products;Secondly,the company will gradually transform product orientation to market orientation,taking customer’s demand as the core,building high-quality core competitive products,and promote the better development of the group’s business.Thirdly,new course content and teaching system should be established to expand the business scope of the group,promoting the diversified development of the group and realize the reasonable allocation of resources.During the process of research in this paper,the author has consulted a large number of information,data and related literatures of the education industry,which involve a wide range of contents and deep dimensions,in order to provide certain reference and guiding significance for the development of QY education group and education enterprises of the same type.更多还原