I
SKY在线教育公司发展战略研究
中文摘要
在线教育的发展依赖于技术的发展，随着网络的普及，大数据及人工智能技
术的发展在精准互动、最优学习路径、智能测评等各方面技术的成熟。随着VR/AR
技术的发展与成熟，将VR/AR技术应用到教育领域，将重新定义教育场景，为场
景化学习提供新的发展契机。资本市场对在线教育的关注度也越来越多，在线教
育的发展迎来了发展的黄金时期。根据在职人群的特点，他们往往没有完整的时
间进行学习，一般下班后或者周末时间较为充裕，在线学习迎合了他们随时随地
学习的需求，便利、省时且高效，在职用户市场存在巨大的潜力。在这种大背景
下，2013年，作为从事多年教育培训的SKY教育集团成立了在线教育子公司，
主要定位于为在职人群提供在线考研辅导，并利用线下丰富的教育经验力争在日
益庞大的在线教育市场占有一席之地
本文通过运用PEST和SWOT分析等战略相分析方法对SKY在线教育公司进行
研究，首先对SKY在线教育公司运用PEST分析法对外部宏观环境和行业环境进
行分析，总结出SKY在线教育公司所处的行业受到国家大力支持，同时民众对教
育也非常重视，行业发展前景乐观，但也面临着竞争日益加剧的压力；通过对
SKY在线教育公司运用SWOT分析的方法对内部条件进行分析，对公司优劣势、
机遇及挑战等进行了概括。其次结合在线教育行业特点和SKY在线教育公司自身
的定位，通过对SKY在线教育公司在三种战略进行可行性分析，从而确定适合
SKY在线教育公司自身的战略。然后，针对SKY在线教育公司选择的战略采取具
体的实施措施。最后，对本文的研究进行总结，发现不足，并提出未来的研究方
向和研究内容
关键词：在线教育，战略，差异化
II
The research on Developing strategy of SKY online
education company
Abstract
The development of online education depends on the development of technology.
With the popularization of the network, the development of large data and artificial
intelligence technology has matured in the fields of precise interaction, optimal
learning path, intelligent evaluation and so on. With the development and maturity of
VR / AR technology, the application of VR / AR technology in the field of education
will redefine the educational scene, providing a new opportunity for the development
of scene learning. The capital market has paid more and more attention to online
education, and the development of online education has ushered in a golden age of
development. According to the characteristics of the working population, they often
do not have complete time to learn, usually after work or weekend time is more
abundant, online learning caters to their anytime and anywhere learning needs,
convenient, time-saving and efficient, in-service user market there is a huge potential.
In this context, SKY Education Group, as a multi-year education and training group,
set up an online education subsidiary in 2013, mainly aimed at providing online
postgraduate entrance examination guidance for the working population, and making
use of the rich educational experience offline to strive for a place in the growing
online education market.
In this paper, we use PEST and SWOT analysis and other strategic phase
analysis methods to study SKY online education company. First of all, SKY online
education company uses PEST analysis method to analyze the external
macro-environment and industry environment, and concludes that SKY online
education company is in the industry which is strongly supported by the state, and the
public is not for education. Often pay attention to, the industry development prospects
are optimistic, but also faced with increasing competition pressure; SKY online
education company through the use of SWOT analysis of internal conditions, the
company's strengths and weaknesses, opportunities and challenges are summarized.
Secondly, combined with the characteristics of online education industry and the
positioning of SKY online education company, through the feasibility analysis of
III
SKY online education company in three strategies, to determine the strategy suitable
for SKY online education company itself. Then, specific implementation measures
should be taken according to the strategy chosen by SKY online education company.
Finally, this paper summarizes the research, finds out the shortcomings, and puts
forward the future research direction and research content.
Key words: online education， strategy，differentiation。