Q公司发展战略研究

【作者】 杨波；

【导师】 成志明；

【作者基本信息】 南京大学 ， 工商管理（专业学位）， 2014， 硕士

【摘要】 随着我国教育水平的不断发展,国家对教育的投资也在不断加强。据搜狐教育《教育观察》栏目第45期报道：“为了这个4%(财政性教育经费占国内生产总值的比重),我国花费了20年,终于在2013年实现了。”然而,我国基础教育资源依然不足,而且分布不均,传统学校教育还是不能满足学生及家长的需要了。在这种情况下,中小学课外辅导市场得到了迅速发展。Q公司就是其中一家机构,自2005年成立近10年来,其核心产品“圆桌式小班互动教学”课程迅速占领了市场,满足了学生突破大班、进入小班化的需求。然而,随着资本大鳄级竞争者大力宣传推广一对一培训产品,只靠自有资金滚动发展的Q公司一下子失去了市场竞争力。实际上,当前中小学课辅市场已经向市场细分、品牌经营和连锁经营方向发展,市场的重新洗牌将不可避免。如何在严峻的市场竞争中生存并发展下去,将是摆在Q公司面前迫在眉睫的问题。本文通过外部宏观环境分析、行业环境分析和内部资源与能力分析,运用PEST、五力模型、优势劣势SWOT分析工具和STP分析工具,为Q公司确定了聚焦化战略,并通过三大价值体系(营销管理体系、人力资源管理体系和信息系统管理体系)确保了战略的实施。希望本文对Q公司战略方面的研究能够为其他类似企业提供一个良好的参考,如果能为行业的良性发展提供帮助,将是笔者莫大的荣幸。更多还原

【Abstract】 With the development of our Chinese education, the investment on the education from government has been increasing. It is reported by<Observation on education> in <SOHU Education>that in order to achieve 4%, financial education funds VS Gross domestic product, China took 20 years until the year of 2013.However, the basic education resource in our country is still insufficient, and the distribution is not even, the traditional school education still cannot meet the need of the students and their parents. In this case, the primary and middle school after-school tutoring market has developed rapidly.Q company is one of those companies, which has been established for nearly 10 years since 2005.The core of his products, " table interactive class", spread in the market quickly. However, with the competitors with great financial-supporting promoting their one-on-one training lessons, Q company which only relies on its own funds lost his competitiveness immediately.In fact, the primary and secondary after-school market has already developed to market segmentation, brand management and chain business development inevitably. The problem how to survive and develop in the market lies in front of Q company.With analysis of the external macro environment analysis, industry environment analysis and internal resources and capabilities, with the application of PEST,five force model, SWOT analysis and STP analysis tool, we found the "focus strategy" for Q company with the three-value system (marketing management, human resources management and management information systems), which is to ensure the implementation of the strategy.I hope the research on the strategy of Q company can provide a good reference to other similar enterprises. If it can help cause the healthy development of the industry, I will have the greatest honor.更多还原