导　　师： 高晓波

学科专业： 120403

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着中国经济的发展，教育产业开始显现出其巨大的发展潜力。教育培训市场正朝着品牌经营、市场细分和连锁经营的方向发展，培训市场的重新洗牌将不可避免。对于广州市中小学课外培训机构而言，如何在激烈的市场竞争中发挥本机构的优势，采用科学合理的发展战略，在残酷的市场竞争中脱颖而出，正成为培训机构需要考虑的严峻问题。 本论文以广州市中小学课外培训机构作为研究对象。借鉴战略管理的理论和模型，采用文献综述法、调查法等研究方法，结合广州市中小学课外培训市场的竞争与发展态势，通过运用战略管理课程里成熟的理论即PEST分析工具对培训机构所处的宏观环境（经济环境，政治与法律环境，技术环境，社会文化环境）进行分析，运用主成分分析法对样本培训机构的市场竞争力进行了排序，同时得出各内部条件重要性的不同，采用SWOT分析工具对机构的外部环境和内部资源能力（优势，劣势，机会，威胁）进行分析，全面客观的得出不同群组广州市中小学课外培训机构的现状-----外部环境和内部条件。最后给出不同市场竞争地位的广州市中小学课外培训机构应该采取的战略选择。 论文的价值在于客观分析了不同群组广州市中小学课外培训机构的外部生存环境和内部条件，以及各条件因素的重要性，指导机构制定周密的发展战略规划。使得其在面对政策调整、外部环境变化时积极地调整经营策略，发挥自身优势，克服自身弱点，寻找市场机遇，制定新的发展方向和发展战略，提升机构的市场竞争力。能够在激烈的市场竞争中脱颖而出，做大做强，立于不败之地。学术研究方面，充实了对广州市中小学课外培训机构问题的理论研究。 With China's economic development, education industry is starting to show its greatpotential for development. Education and training market is moving in brand management,market segmentation and the development of chain operation, and the training market willre-shuffling inevitably. For tutoring institutions of primary and middle schools, how to playthe advantages of this institution in the fierce market competition, the use of scientific andrational development strategy to stand out in the brutal competition, are becoming a seriousproblem that training institutions need to consider. In this thesis, We research on Guangzhou primary and secondary school traininginstitutions,drawing on the strategic management theories and models, through the use ofmature theory of PEST analysis tool in strategic management courses for training institutionsat the macro-environment, the use of the five forces model of the industry environment /(thethreat of potential competitors, the competitive level of the existing competitors, threat ofsubstitutes, the customer's bargaining power, supplier bargaining power/) to analyze,and theuse of SWOT analysis tools to analyze the organization's external environment and internalresources capacity, derived a comprehensive and objective status of primary and middleschool training institutions-----external environment, industry competition and internalconditions. We give a result,different competitive position of primary and middle schooltraining institutions should adopt a different strategic choice. The value of the paper is, objective analysis of the living environment and conditions ofthe primary and secondary school training institutions in Guangzhou City, and guidanceagencies to develop a thorough strategic planning in the face of policy adjustments, positivechanges in the external environment, then they can adjust business strategy,play to theiradvantages, overcome their own weaknesses, look for market opportunities, draft newdevelopment direction and development strategies to enhance the market competitiveness ofinstitutions and be able to stand out in the fierce market competition.

关 键 词： 中小学课外培训机构 战略管理 广州市

分 类 号： [G522.72]

领　　域： [文化科学] [文化科学]