AS 公司是邯郸市一家中小学教育培训公司。它积极面对“互联网+教育”的新环境，
不断改变和优化自身的竞争战略。本文首先运用竞争战略相关理论，同时结合战略管理
相关分析工具和模型，以 PEST 分析法、波特五力模型及价值链分析、内部评价矩阵对
AS 公司所在行业的外部宏观环境和内部环境进行分析。其次，基于内外部环境分析，
结合公司的优势和劣势，采用 SWOT 矩阵分析法探析 AS 公司面临的机遇和挑战，在此
基础上提出以差异化竞争战略为主、辅以蓝海战略的综合性竞争战略，并得出实施该竞
争战略的具体路径和策略：树立“互联网+教育”的理科培训品牌形象；产品内容自研
发，产品形式微课堂；线上线下混合式营销；“以人为本”的服务模式；加强员工培训
等
关键词：互联网+教育；AS 教育公司；竞争战略Abstract
With the popularization and application of international information technology, various
industries and industry enter the era of great change. The Internet, big data, artificial
intelligence is changing people&39;s mode of production, life style and mode of thinking. As a
new form of business and new business models, Internet plus education is increasingly
developed and become the promotion of education industry development of new impetus and
new phenomenon.
AS is a primary and secondary school education and training company in HD city. AS
actively face Internet education, and constantly optimize own competitive strategy. The
research ideas of this paper are as follows: First of all, combined with the strategic
management of tools including PEST analysis, Porter five-force model, Value chain analysis
and internal matrix method, analyze the macro-environment and micro-environment using the
theory of competitive strategy. Secondly, analyze the opportunities and challenges of using
SWOT matrix analysis, which combined the company’s strengths and weaknesses. Finally,
according to the selected competitive strategy, as well as comprehensive competitive strategy
of differentiated competition strategy and supplemented by blue ocean strategy, put forward
the specific implementation path of the competitive strategy, which is establishing the image
of science training in internet education, researching and developing product content, online
and offline hybrid marketing, people-oriented service model, strengthening staff training.
Key Word: Internet Plus Education; AS Education & Training Company; Competitive
strategy目 录
摘要 ....... I
ABSTRACT..... II
第 1 章 绪论 .....1
1.1 研究背景与意义 ..1
1.1.1 研究背景........1
1.1.2 研究意义........2
1.2 国内外研究现状 ..2
1.2.1“互联网+教育”国内外研究现状 ..2
1.2.2 竞争战略理论国内外研究现状........3
1.3 研究内容及方法 .4
1.3.1 研究内容........4
1.3.2 研究方法........5
1.4 创新点 .....5
第 2 章 相关理论概述 .5
2.1 竞争战略相关理论分析 .6
2.1.1 竞争战略的概念及意义........6
2.1.2 企业竞争战略理论....7
2.2 “互联网+教育”相关理论分析 ...........9
2.2.1“互联网+教育”的概念 ......9
2.2.2 互联网对教育的影响9
2.2.3“互联网+教育”对传统教育观念的改变 ..9
2.2.4“互联网+教育”对教育培训行业的影响 10
第 3 章 AS 公司竞争环境分析.........11
3.1 AS 公司简介....11
3.1.1 课程产品......11
3.1.2 产品营销......13
3.2 AS 公司外部环境分析14
3.2.1 PEST 分析 ...14
3.2.2 五力模型分析..........153.3 AS 公司内部环境分析18
3.3.1 价值链分析..18
3.3.2 内部评价矩阵分析..19
第 4 章 AS 公司 SWOT 分析及竞争战略选择.......21
4.1 AS 公司的竞争战略目标........21
4.2 AS 公司 SWOT 分析 ..21
4.3 AS 公司竞争战略选择22
4.3.1 成本领先战略—SO 战略 ...22
4.3.2 集中化战略—WO 战略......23
4.3.3 差异化战略—ST 战略........23
4.3.4 蓝海战略—WT 战略 .
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