中国基础教育博硕士论文库

节点文献

HX教育技术公司发展战略研究

【作者】 王一凡

【导师】 邬文兵;

【作者基本信息】 北京交通大学, 工程管理硕士(专业学位), 2017, 硕士

【摘要】 在教育信息化建设的大背景下,K12在线教育市场形成了规模巨大而增势迅猛的市场,这吸引越来越多的生产要素进入这一领域。但是,复杂的行业特点、激烈的市场竞争导致很多K12在线教育企业迅速迎来经营失败的结局,这种结果与其发展战略不科学密切相关。因此,探讨在线教育企业的发展战略很有必要。本文以HX公司为研究个案,针对该行业目前发展现状与存在问题,运用企业战略管理的相关理论与工具,对其发展中所面临的内外部环境进行分析,系统地进行发展战略的规划分析,同时提出了实施的具体措施和风险应对方案。首先,利用PEST、SWOT、EFE等工具模型对HX公司的环境进行了深入分析。在K12在线教育市场上,HX公司面临着丰富的发展机会,同时也需要注意商业模式不成熟造成沉重压力、竞争激烈程度不断提高、用户习惯难以把握等现实威胁。HX公司应当发挥自身优势来抓住市场机遇,同时通过资源的优化配置扭转资金、技术及高端人才等方面的经营劣势。以此为进一步做出企业发展战略规划提供了有力的理论与现实基础。其次,从原则、定位、目标、评价体系等角度为HX公司制定了企业发展战略的总体规划。在制定公司发展战略的过程中,从前瞻性、现实性、统一性、持久性等原则出发,提出HX公司应选择“深耕细作,逐层渗透,全产业链覆盖”的企业发展战略,提出了致力于成为“K12群体学习辅导专家,K12教育信息化专业推手”的企业愿景。在具体的战略实施上,应当围绕“K12”这一核心领域,将K12学校、学生和教师作为核心客户,提供基于020模式的在线学习解决方案(含产品和服务)。在营销方面,HX需要借助大数据实现产品差异化,通过深度营销来优化商业模式,推行整体营销来获取稳定的客户来源。最后,从人力资源、组织结构、风险管理、技术创新、企业文化、资源保障等角度论证了HX公司发展战略落实中的一些具体问题。HX公司有必要采取强化人力资源战略配置、优化组织结构设计、引入风险管理、提升技术创新力度、加强企业文化建设、构筑资源和政策保障等措施来保障企业发展战略能够顺利实施。

【Abstract】 K12 online education market forms a large and fast-growing market under the background of education information construction. It attracts more and more production factors to enter this area. However, complex industry situation and fierce market competition lead to series of operation failures, which mainly came from lagged development strategy, in this field. Therefore, it is necessary to apply deep research on development strategy of K12 online education companies. Taking HX Company as research object, this paper tried to discuss its development situation from both internal and external environmental. Strategic management theories and tools were used to find its development and implementation methods.Firstly, related tools and models, including PEST, SWOT, EFE and IFE, were used to describe the development environment of HX Company. HX Company is faced with plenty of development chances as well as real threats due to business model, fierce competition and complex user habits. It is necessary for HX Company to seize market opportunities by fulfilling its own advantages as well as reverse weaknesses through optimal resource configuration. This part laid powerful theoretical and practical foundation for further discussion of enterprise development strategic planning.Secondly, the overall planning of HX Company’s development strategy was generally formulated from different view of principle, orientation, and goal and evaluation system. In the formulation of development strategy, HX companies should choose development strategy as "spade husbandry, layer-by-layer winding and covering whole industry chain" from forward-looking, reality, unity principle and persistence looking. Its corporate vision could be described as becoming K12 group tutoring expert and professional K12 education driver with help of overall strategy of integration.Finally, implementation suggestions of HX Company’s development strategy were supplied with help of related theories. To ensure the smooth implementation of development strategy, HX Company should strengthened human resource strategy configuration, optimize organization structure, apply risk management, promote technological innovation, strengthen enterprise culture construction and supply safeguards of resource as well as management.

  • 【网络出版投稿人】 北京交通大学
  • 【分类号】G434
  • 【被引频次】7
  • 【下载频次】572
节点文献中: