民办教育是我国教育体系的重要组成部分，2017 年中国教育进入全面攻坚阶段， 鼓励社会力量兴办教育促进民办教育健康发展。滨州燕园教育集团是一所重点扶持 的民办形式的教育企业，经过 10 年的发展，办学层次不断提升，教育影响力不断提 高，为区域内培养了不少优秀学子。自 2008 年建校以来发展一直较好，但由于近两 年民办教育竞争激烈，呈现增长缓慢趋势。本文以滨州燕园教育集团为例，针对其 中小学课外辅导领域为研究对象进行研究，目的是为其制定近五年的竞争战略规划， 来早日实现成为滨州市最知名的民办教育培训机构的战略目标。本文通过对滨州燕 园教育集团进行了外部环境、内部条件分析，利用 PESTN 分析法、波特五力模型等 方法进行了宏观、行业、市场及竞争对手进行了外部环境分析，以及对内部条件利 用波士顿矩阵等方法进行了其运营现状、产品、其核心竞争力进行了具体分析，通 过 EFE 外部因素分析矩阵和 IFE 内部因素分析矩阵总结出滨州燕园教育集团目前的 机会与威胁，以及其自身的优势和劣势，通过 SWOT 分析技术结合该集团的战略目 标与定位，选择出适合该集团的差异化竞争战略，围绕差异化战略为滨州燕园教育 集团制定出近五年详细规划，并在人力、营销、课型、服务、“互联网+教育”几方 面制定出竞争战略保障措施，使其在竞争激烈的民办教育道路上站稳脚跟，继续向 前发展，为我国教育事业贡献一份力量。 关键词 竞争战略；燕园教育；民办教育；差异化；保障措施II Abstract Private education is an important part of China's education system. In 2017, Chinese Education entered a comprehensive critical stage and China encouraged social forces to establish schoolsin order to promote the healthy development of private education. Binzhou Yanyuan Education Group is a private education enterprise mainly supported by government. With 10 years of development, the school, which has cultivated many excellent students, has constantly improve its running level and teaching influence. However, with the fierce competition during the past two years in Binzhou, Yanyuan School, which has been developing well since 2008, the establishment year, has showed a slow growth trend. This paper takes Yanyuan School as an example and carry out research on extracurricular counseling institutions in primary and secondary schools. The aim is to develop a competitive strategic five-year plan to realize the goal of becoming Binzhou’s most famous private training education institution as soon as possible. This article has carried out analysis on the external environment and internal conditionsof Yanyuan Education Group, by using the methods of PESTN analysis, porter five model was carried out on the macro, industry, market and competitors, analysis on the external environment, as well as to the internal conditions by using the methods of Boston matrix to the present situation of its operations, products, and gives a detailed analysis on the core competitiveness, through EFE matrix and the external factors, summarizes the internal factors analysis of IFE matrix binzhou early education group, the current opportunities and threats as well as its advantages and disadvantages, through SWOT analysis technology combined with the group's strategic objectives and positioning, choose the differentiation competitive strategy for the group, Around a differentiation strategy for binzhou early education group to develop a detailed five-year plan for Yanyuan School , and work out comprehensive strategy and safeguard measures in human, marketing, class type, service, Internet + education to make it a foothold in the fierce competition in the private education road, to continue moving forward, and make contribution to the education of our country. Key words competitive strategy; Yanyuan education; Private education; differentiation; safeguard measuresIII 目 录 摘要I AbstractII 第 1 章 绪 论 1 1.1 研究背景及意义 ..................................................................................................... 1 1.1.1 研究背景 .............................................................................................................. 1 1.1.2 研究意义 .......................................................................................................... 1 1.2 国内外研究现状 ..................................................................................................... 1 1.2.1 国外研究现状 .................................................................................................. 1 1.2.2 国内研究现状 .................................................................................................. 2 1.3 研究内容 ................................................................................................................. 3 1.4 技术路线 ................................................................................................................. 4 1.5 研究方法及目标 ..................................................................................................... 4 1.6 本章小结 ................................................................................................................. 5 第 2 章 相关理论分析工具 7 2.1 PESTN 分析模型.................................................................................................... 7 2.1.1 政治因素 .......................................................................................................... 7 2.1.2 经济因素 .......................................................................................................... 7 2.1.3 社会因素 .......................................................................................................... 8 2.1.4 技术因素 .......................................................................................................... 8 2.1.5 自然因素 .......................................................................................................... 8 2.2 波特五力分析模型 ................................................................................................. 8 2.2.1 供应商讨价还价的能力 .................................................................................. 8 2.2.2 购买者讨价还价的能力 .................................................................................. 9 2.2.3 潜在竞争对手进入的风险 .............................................................................. 9 2.2.4 产业替代性产品的相似度 .............................................................................. 9 2.2.5 产业内现有企业的竞争强度 .......................................................................... 9 2.3 SWOT 分析技术..................................................................................................... 9 2.3.1 增长型战略（SO） ......................................................................................... 9 2.3.2 扭转型战略（WO） ....................................................................................... 9 2.3.3 多种经营战略（WT）.................................................................................. 10 2.3.4 防御型战略（ST） ....................................................................................... 10 2.4 波士顿矩阵 ........................................................................................................... 10 2.4.1 明星型业务 .................................................................................................... 10IV 2.4.2 金牛型业务 .................................................................................................... 11 2.4.3 问题型业务 .................................................................................................... 11 2.4.4 瘦狗型业务 .................................................................................................... 11 2.5 EFE 矩阵和 IFE 矩阵 ........................................................................................... 11 2.6 本章小结 ............................................................................................................... 12 第 3 章 滨州燕园教育集团环境分析13 3.1 滨州燕园教育集团外部环境分析 ....................................................................... 13 3.1.1 滨州燕园教育集团宏观环境 PESTN 分析.................................................. 13 3.1.2 民办