第一章绪论......................................................................................................................................1 1.1研究的背景.........................................................................................................................1 1.2研究的意义.........................................................................................................................1 1.3研究的内容和结构..............................................................................................................1 1.4研究的方法.........................................................................................................................2 第二章外部战略环境分析..............................................................................................................3 2.1整体外部环境.....................................................................................................................3 2.2教育培训市场的PEST分析...............................................................................................4 2.3各国留学细分市场分析.....................................................................................................5 2.3.1中国学生出国留学整体情况...................................................................................5 2.3.2中国学生赴美留学趋势...........................................................................................7 2.3.3中国学生赴英留学趋势...........................................................................................9 2.3.4中国学生赴澳大利亚留学趋势.............................................................................11 2.3.5中国学生赴加留学趋势.........................................................................................11 2.4外部关键因素评价矩阵...................................................................................................13 第三章公司内部环境分析............................................................................................................15 3.1凯银出国介绍....................................................................................................................15 3.2凯银出国组织架构与人力资源情况...............................................................................15 3.2.1公司组织架构.........................................................................................................15 3.2.2公司人力资源........................................................................................................16 3.3业务范围及业绩...............................................................................................................16 3.4企业存在的问题...............................................................................................................18 3.5企业内部因素评价矩阵...................................................................................................19 第四章公司层战略制定................................................................................................................21 4.1凯银出国公司层SWOT分析.........................................................................................21 4.2凯银出国波士顿矩阵.......................................................................................................23 4.3凯银出国大战略矩阵.......................................................................................................26 4.4凯银出国公司层战略结论...............................................................................................28 第五章竞争战略设计....................................................................................................................29 5.1凯银出国业务层战略目标...............................................................................................29 5.2竞争环境分析...................................................................................................................29 5.3凯银出国各个业务层分析...............................................................................................33 5.3.1美本美研业务竞争分析.........................................................................................33 5.3.2英澳业务竞争分析.................................................................................................34 5.3.3欧亚业务竞争分析.................................................................................................35 第六章战略实施和控制................................................................................................................37 6.1并购策略...................................................................................................................37 6.2市场策略...................................................................................................................38 6.3产品策略...................................................................................................................38 6.4人力资源策略............................................................................................................41 6.5产品与服务流程规范与梳理....................................................................................42 第七章总结与展望........................................................................................错误！未定义书签。 7.1本文总结...................................................................................................................44 7.2本文不足研究与展望...............................................................................................44