英孚教育在中国市场的转型发展策略研究
发布时间：2018-07-18 10:41
【摘要】：英孚教育是一家专注于英语教育与文化交流的家族式外资企业,作为中国第一家进驻国内英语教育培训领域的外资品牌,从1993年起就开始通过自主研发的先进教育技术和教学方法来帮助中国早日实现国际化发展之路的远大理想,从此也拉开了英孚教育全球发展战略的序幕。随着全球经济一体化进程的深入推进和中国社会的文化变迁,中国社会经济发展对国际化人才产生了迫切的需求,社会劳动者对于掌握英语技能的兴趣也与日俱增。然而,由于中国传统教育体制的落后以及行业监督体系不够完善,导致中国英语教育培训行业乱象丛生,行业发展环境逐渐恶化。本文首先通过介绍全球及中国英语教育培训行业的发展历史和现状,让读者能够对中国英语教育培训产业的发展状况有清晰地了解,并结合了对全球科技与互联网技术发展趋势的预测,向读者展望了中国英语教育培训行业未来的发展前景。同时,本文作者凭借自己在英语教育领域多年的工作经验与理解,对英孚教育进行了全面而又透彻的分析,内容涵盖了英孚教育的品牌概况、产生背景、价值诉求、企业目标、组织架构、运营模式和市场策略,并且使用SWOT矩阵模型对它在中国市场环境下的内部能力(优势、劣势)与外部因素(机会、威胁)进行了系统的概括。在此基础上,本文围绕中国英语教育培训领域的行业竞争状况与全球科技发展预测,为英孚未来能够中国市场中继续立于不败之地,保持行业领先地位制定了一套可操作性强的市场转型策略。英孚教育市场转型策略的实施,将会对其经营理念和组织架构方面进行重大的调整,帮助英孚优化产业布局,稳固科研实力,提升企业经营管理水平；同时,能让英孚教育在瞬息万变的市场环境下更好地顺应时代发展的潮流,不断提高销售收入,降低运营成本,提高企业的利润率；并且可以通过向中国市场递送卓越的产品与服务,不断提升企业的核心竞争力,实现英孚教育的“蓝海”战略目标。
[Abstract]:EF Education is a family-owned foreign enterprise focusing on English education and cultural exchanges. It is the first foreign brand in China to enter the field of English education and training in China. Since 1993, advanced educational technology and teaching methods have been developed independently to help China realize the lofty ideal of internationalization development as soon as possible, and the prelude to the global development strategy of EF education has also been drawn. With the development of global economic integration and the cultural change of Chinese society, China's social and economic development has created an urgent need for international talents, and the interest of social workers in mastering English skills is increasing. However, due to the backwardness of Chinese traditional education system and the imperfect supervision system of the industry, the English education and training industry in China has become chaotic and the development environment of the industry has gradually deteriorated. This paper first introduces the history and present situation of English education and training industry in the world and China, so that readers can have a clear understanding of the development of English education and training industry in China. Combined with the forecast of the development trend of global science and technology and Internet technology, the author looks forward to the future development prospect of Chinese English education and training industry. At the same time, based on his working experience and understanding in the field of English education, the author makes a comprehensive and thorough analysis of English education, which covers the brand profile, background, value demands, and corporate goals of English education. Organizational structure, operation model and market strategy, and SWOT matrix model is used to systematically summarize its internal capability (strengths, weaknesses) and external factors (opportunities, threats) in the Chinese market environment. On this basis, this paper focuses on the industry competition in the field of English education and training in China and the forecast of global scientific and technological development, so that EF can continue to be an invincible player in the Chinese market in the future. Maintain the leading position of the industry to develop a set of operational market transformation strategy. The implementation of the strategy of transforming the education market of EF will make major adjustments to its business philosophy and organizational structure, help it to optimize its industrial layout, stabilize its scientific research strength, and upgrade the level of business management; at the same time, It can better adapt to the trend of the times in the rapidly changing market environment, keep increasing the sales income, reduce the operating cost, increase the profit margin of the enterprise, and can deliver outstanding products and services to the Chinese market. Constantly improve the core competitiveness of enterprises, achieve the "Blue Sea" strategic goal of EF Education.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G512.72
本文编号：2131652
[Abstract]:EF Education is a family-owned foreign enterprise focusing on English education and cultural exchanges. It is the first foreign brand in China to enter the field of English education and training in China. Since 1993, advanced educational technology and teaching methods have been developed independently to help China realize the lofty ideal of internationalization development as soon as possible, and the prelude to the global development strategy of EF education has also been drawn. With the development of global economic integration and the cultural change of Chinese society, China's social and economic development has created an urgent need for international talents, and the interest of social workers in mastering English skills is increasing. However, due to the backwardness of Chinese traditional education system and the imperfect supervision system of the industry, the English education and training industry in China has become chaotic and the development environment of the industry has gradually deteriorated. This paper first introduces the history and present situation of English education and training industry in the world and China, so that readers can have a clear understanding of the development of English education and training industry in China. Combined with the forecast of the development trend of global science and technology and Internet technology, the author looks forward to the future development prospect of Chinese English education and training industry. At the same time, based on his working experience and understanding in the field of English education, the author makes a comprehensive and thorough analysis of English education, which covers the brand profile, background, value demands, and corporate goals of English education. Organizational structure, operation model and market strategy, and SWOT matrix model is used to systematically summarize its internal capability (strengths, weaknesses) and external factors (opportunities, threats) in the Chinese market environment. On this basis, this paper focuses on the industry competition in the field of English education and training in China and the forecast of global scientific and technological development, so that EF can continue to be an invincible player in the Chinese market in the future. Maintain the leading position of the industry to develop a set of operational market transformation strategy. The implementation of the strategy of transforming the education market of EF will make major adjustments to its business philosophy and organizational structure, help it to optimize its industrial layout, stabilize its scientific research strength, and upgrade the level of business management; at the same time, It can better adapt to the trend of the times in the rapidly changing market environment, keep increasing the sales income, reduce the operating cost, increase the profit margin of the enterprise, and can deliver outstanding products and services to the Chinese market. Constantly improve the core competitiveness of enterprises, achieve the "Blue Sea" strategic goal of EF Education.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G512.72
【参考文献】
相关期刊论文 前1条
1 吕凯;;论互联网对于人类社会发展的影响[J];网络与信息;2008年06期
，本文编号：2131652
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