南昌 QJ 教育学校是一家专注中小学课外辅导的专业培训机构，随着竞争的
日益加剧，要想在不断变化激烈的市场下发展并壮大，学校应结合自身的实际
情况制定适合自身发展的竞争战略
本文结合理论从实际出发，紧密结合当前党和国家的教育政策和当前国内
教育的形势，以南昌 QJ 教育学校为主要研究对象，实事求是的研究当前南昌乃
至江西省教育培训的现状和主要问题。笔者作为南昌 QJ 教育学校的创始人之
一，结合本人自身所学知识和实际经验，对南昌 QJ 教育学校的现状进行分析，
提出适合学校发展的竞争战略。本文首先运用 PEST 分析方法分析了学校的外
部环境。其次运用波特五力模型对行业环境进行详细的分析，最后运用 SWOT
分析方法对学校的优势、劣势、机会、威胁进行分析。结合南昌 QJ 教育学校的
战略目标和战略定位，得出学校适宜采用差异化战略，集中化战略，品牌化战
略适合学校发展的结论。然后提出创新教育产品，提升服务，优化组织结构，
升级营销策略等策略保障 QJ 教育学校竞争战略的具体实施。最后希望通过此研
究能够为地方的教育市场的开发、运营的新思路、新发展、新理念提出比较好
的借鉴，为中小学课外培训产业投资者寻找新的投资亮点
关键字：课外辅导； 南昌 QJ 教育学校； 竞争战略ABSTRACT
II
Abstract
With the development of the internationalization of education, education,
education and training status of continuous improvement, constant attention, every
kind of training schools such as like bamboo shoots after a spring rain in national
and each city opened, education and training have been further developed. With the
background of the social background and the research of the environment, more and
more family income funds have been injected into the field of education. The
development of education and training, but also absorbed the majority of the
employment, education and training each year to promote role in absorbing the
employment of college students, on the one hand, to ease the employment pressure;
on the other hand, will promote the development of education and training.
Nanchang QJ School of education is a focus on primary and secondary school
counseling professional training institutions, with increasing competition, to the
fierce market development in the constantly changing and growing, the school
should be combined with their own actual situation develop their own competitive
strategy.
This paper combines the theory from reality, combined with the party and the
national education policy and the current domestic education situation in Nanchang,
QJ School of education as the main research object, realistic research on current
situation of Nanchang and Jiangxi Province, and the main problems of education and
training. The author as one of the founders of the QJ education school in Nanchang,
combined with my own knowledge and practical experience, analyzes the current
situation of Nanchang QJ education school, and puts forward the competitive
strategy suitable for the development of the school. Firstly, this paper analyzes the
external environment of the school by PEST analysis. Secondly, using Potter&39;s five
forces model to analyze the industry environment in detail, and finally use the
SWOT analysis method to analyze the strengths, weaknesses, opportunities and
threats of the school. Combined with the strategic objectives and strategic
positioning of Nanchang QJ education school, it is concluded that the school should
adopt differentiation strategy and centralization strategy, which is suitable for theABSTRACT
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development of the school. And then put forward innovative education products,
improve service, optimize the organizational structure, upgrade marketing strategies
to ensure the implementation of QJ education school competitive strategy. Finally,
hope that through this research to the local education market development and
operation of the new ideas, new development and new concept of good reference,
looking for new investment highlights for the extracurricular training industry
investors in primary and secondary schools.
Key words: instruction after class；QJ Education School；Competitive strategy目录
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目 录
第 1 章 绪论.....1
1.1 论文选题背景及意义.1
1.1.1 论文选题背景...1
1.1.2 论文选题意义...2
1.2 相关文献综述.3
1.2.1 国外对课外培训的研究综述...3
1.2.2 国内对课外培训的研究...........6
1.3 研究思路和研究方法.9
1.3.1 研究思路...........9
1.3.2 研究方法.........10
1.4 论文研究内容及重难点.......11
1.4.1 研究内容.........11
1.4.2 论文研究重难点.........11
1.4.3 论文的创新之处及不足.........11
第 2 章 相关理论基础...........13
2.1 战略管理理论...........13
2.2 竞争战略分析工具...14
2.2.1 竞争战略理论.14
2.2.2 波特五力分析模型.....16
2.2.3 SWOT 分析法..18
2.3 竞争战略的类型.......20
2.3.1 差异化战略.....20
2.3.2 品牌化战略.....22
2.3.3 集中化战略.....23
第 3 章 南昌 QJ 教育学校内外环境分析.....24
3.1 南昌 QJ 教育学校外在环境分析.....24
3.1.1 政治法律环境分析..........
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