随着我国经济、文化日益发展壮大，国家对科教文明越来越注重， 尤其是对早期教育的重视日益提升。与此同时，国家相继出台了一系列 相应的教育扶持政策，推动早期教育的发展。在如此形势下，各种早教 机构应运而生，并且能够带来巨大的经济和社会效益，这也让早教机构 在全国各地得以迅猛发展。相对于一线城市，我国的三四线中小城市的 早教市场呈现出起步晚、发展快的趋势，这势必会造成早教业发展的不 完善，同时也给中小城市的早教机构带来巨大的竞争压力和发展瓶颈。 如何面对国家的利好政策，同时也要承受巨大的行业竞争压力，作出自 己企业的竞争战略调整，在这个有着巨大潜力的市场中脱颖而出、赢得 自己的一杯羹，是本文研究的目标与主题。 本文选取了江苏省连云港市东方爱婴早教中心为研究对象，通过对 市场开展调查问卷以及对三家早教中心投资人的访谈，从而获得连云港 市早教市场的一手资料。同时以前人研究为基础，结合文献收集和检索， 以波特五力分析模型分析连云港市东方爱婴早教中心所面临的行业竞争 环境；用PEST分析法从政治、经济、社会、技术四个宏观环境分析获得 连云港市东方爱婴早教中心的外部环境；并用SWOT分析法总结连云港市 东方爱婴早教中心自身的劣势与优势以及所面临的威胁和机会；最后， 对连云港市东方爱婴早教中心备选竞争战略进行可行性分析，最终确定 了连云港市东方爱婴早教中的竞争战略——多元性差异化竞争战略，并 同时提出与此战略相对应的保障措施，希望能对同行业的早期教育培训 机构发展起到借鉴作用。 关键词：竞争战略、早期教育、东方爱婴、差异化、多元化 昆明理工大学专业学位硕士学位论文连云港市东方爱婴早教中心竞争战略研究 II Abstract Withthedevelopmentofeconomyandculture,ourcountrypaysmore andmoreattentiontoscienceandeducation,especiallytoearlyeducation. Atthesametime,thestatehasissuedaseriesofcorrespondingeducation supportpoliciestopromotethedevelopmentofearlyeducation.Inthis situation,allkindsofearlyeducationinstitutionscomeintobeing,andcan bringhugeeconomicandsocialbenefits,whichalsomakesearlyeducation institutionsdeveloprapidlyalloverthecountryparedwiththefirst tiercities,theearlyeducationmarketinthethirdandfourthtiersmalland medium-sizedcitiesinChinashowsatrendoflatestartandrapid development,whichwillinevitablyleadtotheimperfectdevelopmentof earlyeducationindustry,andalsobringhugecompetitivepressureand developmentbottlenecktotheearlyeducationinstitutionsinsmalland medium-sizedcities.Howtofacethefavorablepoliciesofthecountry,at thesametime,tobearthehugeindustrycompetitionpressure,tomaketheir ownenterprise'scompetitivestrategyadjustment,tostandoutinthismarket withgreatpotentialandwinashareoftheirown,isthegoalandthemeof thispaper. ThispaperselectstheOrientalBabyLoveCareearlyeducationcenter inLCity(LianyungangCity),JiangsuProvinceastheresearchobject,and obtainsthefirst-handinformationoftheearlyeducationmarketinLCityby conductingaquestionnaireonthemarketandinterviewingtheinvestorsof threeearlyeducationcentersbiningwithliteraturecollectionand retrieval,aswellasthepreviousresearch,thispaperanalyzestheindustry competitionenvironmentfacedbyOrientalBabyLoveCareearlyeducation centerinLCitywithPorter'sfiveforcesanalysismodel;obtainsthe externalenvironmentofitfromthefourmacroenvironmentanalysis-the politics,economy,societyandtechnologywithPESTanalysismethod;and 昆明理工大学专业学位硕士学位论文连云港市东方爱婴早教中心竞争战略研究 III summarizestheadvantagesanddisadvantages,thethreatsandopportunities itfaceswithSWOTanalysismethod.Inthefinalchapter,theauthor conductsafeasibilityanalysisofthealternativecompetitivestrategyofthe centerandprovidesacompetitivestrategy—DiversityDifferentiation CompetitiveStrategyforOrientalBabyLoveCareearlychildhood educationinLCity,andatthesametime,thecorrespondingsafeguard measuresarealsoproposed,hopingtoplayareferenceroletothesimilar industriesandtraininginstitutionsfortheirdevelopmentofeducation. Keywords:competitivestrategy,earlyeducation,Orientalbabyfriendly, differentiationanddiversification 昆明理工大学专业学位硕士学位论文连云港市东方爱婴早教中心竞争战略研究 i 目录 摘要...............................................................................................................................I Abstract....................................................................................................................II 第一章绪论...........................................................................................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.......................................................................3 1.2.1国内研究现状................................................................3 1.2.2国外研究现状................................................................4 1.3研究内容与方法.......................................................................5 1.3.1研究目的.........................................................................5 1.3.2研究内容.........................................................................5 1.3.3技术路线与研究方法..................................................6 第二章竞争战略理论基础................................................................8 2.1竞争战略的内涵与主要学派................................................8 2.1.1竞争战略内涵.................................................................8 2.1.2竞争战略主要学派........................................................8 2.2三大基本竞争战略................................................................10 2.2.1总成本领先战略.........................................................10 2.2.2差异化战略..................................................................11 2.2.3集中化战略..................................................................11 2.2.4三大竞争战略选择分析............................................12 2.3战略环境分析的主要理论...................................................12 2.3.1PEST模型.....................................................................12 2.3.2SWOT分析模型...........................................................13 2.3.3波特五力分析模型.....................................................14 第三章连云港东方爱婴早教中心的内部环境分析.................16 3.1连云港东方爱婴早教中心简介..........................................16 3.2连云港市东方爱婴早教中心资源分析............................17 昆明理工大学专业学位硕士学位论文连云港市东方爱婴早教中心竞争战略研究 ii 3.3连云港市东方爱婴早教中心能力分析............................17 3.4连云港市东方爱婴早教中心核心竞争力分析...............18 第四章连云港东方爱婴早教中心的外部环境分析.................20 4.1基于问卷调查的连云港早教市场分析............................20 4.1.1调查问卷的设计..........................................................20 4.1.2对调查数据的统计与分析.......................................20 4.1.3调查结果.......................................................................22 4.2基于PEST的宏观环境分析................................................22 4.2.1政策环境分析..............................................................22 4.2.2经济环境分析..............................................................24 4.2.3社会环境分析..............................................................25 4.2.4技术环境分析..............................................................26 4.3基于波特五力模型的竞争环境分析.................................26 4.3.1供应商议价能力.........................................................26 4.3.2消费者议价能力..........................................................27 4.3.3替代品的威胁..............................................................27 4.3.4行业内现有竞争者的威胁.......................................28 第五章连云港市东方爱婴早教中心战略选择与设计.............29 5.1连云港东方爱婴早教中心的SWOT分析矩阵.................29 5.1.1连云港东方爱婴早教中心的优势..........................29 5.1.2连云港东方爱婴早教中心的劣势..........................30 5.1.3连云港市东方爱婴早教中心的机会......................31 5.1.4连云港市东方爱婴早教中的威胁..........................33