职业教育行业内，不少教育机构在业务竞争战略的选择上，成本领先、差异化、 聚焦型三者择其一的单一战略已受到学术界学者高度关注，单一战略在行业内也被 广泛应用且取得显著成效。但两种及两种以上的组合战略在职业教育行业内的应用 研究鲜有涉及，如果在单一战略都不适合的情况下，组合战略在竞争日益激烈的市 场或许能帮助内部极为弱势的职业教育机构另辟蹊径，找到未来的发展之路。 鉴于此，本文选取在IT行业内品牌形象、市场地位具有代表性的BZ职业教育机 构为案例，通过理论与实地调研法深入了解BZ学校现状，通过对最具市场潜力的启 蒙星业务重点剖析，找出该业务现存的问题。利用PEST、五力模型对该启蒙星业务 的政策、人口、经济、竞争对手等外部环境分析，得出EFE评价矩阵；通过矩阵加 权得分发现外部因素能带给启蒙星业务更多发展机会。接着，对启蒙星业务在BZ学 校的内部资源、运营能力、核心竞争力进行分析，得出IFE矩阵，通过IFE矩阵发现 内部处于劣势状态，不利于启蒙星业务的发展。然后通过此前分析的内外部因素进 行SWOT矩阵的四种策略分析，选择最适合启蒙星业务的WO策略，来充分抓住外部 机会减少内部劣势。最后，进一步通过QSPM定量矩阵进行单一战略比较，得出单 一战略无明显差距；并以此判断该策略的实施目标，任何一种单一的竞争战略都不 适用于启蒙星业务。在此基础上，本文得出选择低成本和差异化组合的经营战略， 让单一战略的优势作用力最大化；并从教育产品多元化和采购成本控制、“互联网+”、 市场成本、就业差异几个方面实施改进。末尾对本次战略实施提出控制措施保障战 略顺利实施。 关键词：单一战略差异化战略组合战略启蒙星业务 昆明理工大学专业学位硕士学位论文BZ学校启蒙星业务经营战略研究 II Abstract Inthevocationaleducationindustry,manyeducationalinstitutionshavechosena singlestrategyofcost-leading,differentiated,andfocusedontheselectionofbusiness competitionstrategies,whichhasbeenhighlyconcernedbyacademicscholars.The singlestrategyisalsowidelyusedintheindustryAndachievedremarkableresults. However,theapplicationresearchoftwoormorecombinationstrategiesinthe vocationaleducationindustryrarelyinvolves.Ifasinglestrategyisnotsuitable,the combinationstrategymayhelptheextremelyweakvocationaleducationinthe increasinglycompetitivemarket.Institutionsfindanotherwaytofindthewayoffuture development. Inviewofthis,thisarticleselectsBZvocationaleducationinstitutionswitha representativebrandimageandmarketpositionintheITindustryasacase.Through theoreticalandon-siteresearchmethods,wewilldeeplyunderstandthecurrentstatusof BZschoolsandanalyzethefocusoftheEnlightenmentbusinesswiththemostmarket potential.Identifyexistingproblemsinthebusiness.UsingthePESTandtheFiveForces modeltoanalyzetheEnlightenStar'sbusinesspolicies,population,economy,competitors andotherexternalenvironments,anEFEevaluationmatrixis??obtained;through matrixweightedscores,itisfoundthatexternalfactorscanbringmoredevelopment opportunitiestotheEnlightenStarbusiness.Then,analyzetheinternalresources, operationalcapabilities,andcorecompetitivenessoftheEnlightenStarbusinessinthe BZschool,andobtaintheIFEmatrix.TheIFEmatrixfindsthattheinternalisina disadvantagedstate,whichisnotconducivetothedevelopmentoftheEnlightenStar business.Then,throughtheinternalandexternalfactorspreviouslyanalyzed,thefour strategiesoftheSWOTmatrixareanalyzed,andtheWOstrategythatismostsuitablefor theEnlightenStarbusinessisselectedtofullyseizeexternalopportunitiesandreduce internaldisadvantages.Finally,asinglestrategyisfurthercomparedthroughtheQSPM quantitativematrix,anditisconcludedthatthereisnoobviousgapbetweenthesingle 昆明理工大学专业学位硕士学位论文BZ学校启蒙星业务经营战略研究 III strategies;andtojudgetheimplementationgoalsofthestrategy,anysinglecompetitive strategyisnotapplicabletotheEnlightenStarbusiness.Onthisbasis,thispaperdrawsa selectionoflow-costanddifferentiatedbusinessstrategiestomaximizetheadvantagesof asinglestrategy;andfromthediversificationofeducationproductsandprocurementcost control,"Internet+",marketcosts,employmentdifferencesImplementimprovementsin severalareas.Attheend,weputforwardcontrolmeasuresfortheimplementationofthis strategytoensurethesmoothimplementationofthestrategy. KeyWords：SinglestrategyDifferentiatedstrategyCombinedstrategyEnlighten starbusiness 昆明理工大学专业学位硕士学位论文BZ学校启蒙星业务经营战略研究 i 目录 摘要...............................................................................................................I ABSTRACT.......................................................................................................II 第一章绪论....................................................................................................1 1.1研究的背景、目的和意义....................................................................1 1.1.1研究背景..........................................................................................1 1.1.2研究目的与意义..............................................................................1 1.2国内外相关研究....................................................................................2 1.2.1竞争战略...........................................................................................2 1.2.2成本领先战略...................................................................................3 1.2.3差异化竞争战略...............................................................................4 1.2.4组合战略研究...................................................................................4 1.2.5职业教育竞争战略研究..................................................................5 1.3本文研究内容与研究方法.....................................................................6 1.3.1研究内容与研究方法.......................................................................6 1.3.2论文框架图.......................................................................................7 1.4论文贡献创新.........................................................................................7 第二章相关理论综述....................................................................................9 2.1战略管理相关概念................................................................................9 2.1.1企业战略...........................................................................................9 2.1.2业务战略层次...................................................................................9 2.1.3成本领先和差异化战略..................................................................9 2.2战略选择分析方法..............................................................................10 2.2.1外部环境分析方法.........................................................................10 2.2.2内部环境分析方法.........................................................................11 昆明理工大学专业学位硕士学位论文BZ学校启蒙星业务经营战略研究 ii 2.2.3SWOT模型分析.............................................................................11 第三章BZ学校启蒙星业务发展现状分析................................................13 3.1BZ学校介绍.........................................................................................13 3.1.1学校发展现状总体概述.................................................................14 3.1.2.启蒙星业务现状.............................................................................15 3.2启蒙星业务现存问题...........................................................................18 3.2.1中等职业教育院校竞争.................................................................18 3.2.2业务竞争力薄弱.............................................................................18 第四章BZ学校启蒙星业务战略环境分析...............................................20 4.1BZ学校外部环境分析..........................................................................20 4.1.1PEST分析.......................................................................................20 4.1.2启蒙星业务市场环境.....................................................................24 4.1.3启蒙星业务现有竞争对手分析....................................................26 4.1.4BZ学校外部因素EFE评价矩阵..................................................30 4.2BZ学校启蒙星IT职业教育内部条件分析......................................32 4.2.1BZ学校内部资源分析.......