摘要
随着中国经济的迅猛发展,国际地位的不断提升,对外汉语培训业也开始进入了前
所未有的黄金时期,在未来的若干年里面,对外汉语培训公司将会向着品牌定位精确化、
课程设置个性化、市场开拓方式多元化的方向迅速发展,逐渐形成大品牌割据市场的局
面。
本文首先梳理了公司战略理论;然后,对我国对外汉语培训行业的发展历程进行了
分析;进而,运用SWOT及波特五力分析模型,对HM对外汉语培训公司这家以提供对
外汉语的课程培训以及提供相关文化类课程培训服务为主要经营项目的小型企业的课
程设置、市场定位以及营销手段等进行了分析;最后,提出了HM对外汉语培训公司战
略的实施方案以及相关建议。
作者希望通过本文的研究,对同类的培训公司有一定的借鉴意义。
关键词:培训业;对外汉语培训;发展战略
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华东理工大学硕士学位论文

Research on Development Strategy

in HM Mandarin Training Company

Abstract

With the rapid development of China's economy and the improvement of its international

status, Mandarin training is entering a golden age. In the near future, Mandarin training

companies will develop quickly and focus on precise brand positioning, personalized courses

and diversified marketing mode. Therefore, the brands that will stand out and become famous

will occupy and control the market.

In this paper,the author clarities company theories; Then, analyzes the development

process of the Mandarin training industry in China.Furthermore, the author applies SWOT

and Potter's Five Forces Model into the training program development in course design,

market positioning and sales strategy for HM Company which is an educational institute

whose main purpose is to provide training in Mandarin and Chinese culture. At last, some

implementation strategy and suggestion have been brought forward.

The author hopes this study has some reference value for similar training companies.

Keywords: training industry; Mandarin training; development strategy