Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
A Research on Development Strategy of A Online Education
Company
by
Yufei Zheng
Supervisor: Prof. Wenbo Sun
December,2021.

摘要
企业发展战略是企业经营和发展的总体规划，是企业所有业务活动的指南。制定
一个能够在未来实现并适合自身健康稳定发展的战略，对企业的长远发展至关重要。
近年来，在政策、社会、经济、环境等方面的影响下，我国在线教育行业的市场规模
不断扩大，不少互联网企业和线下培训机构也扎堆涌入在线教育行业。2020年在线教
育行业在疫情“催化剂”的影响下，几乎完成了本应3-5年才能完成的发展与下沉，在
线教育也受到越来越多人的认可，用户规模显著增长。
A在线教育企业作为一家创新性互联网教育企业，专注于中小学阶段的互联网普
惠教育，热衷于研发线上教育新玩法，主张运用人工智能等技术代替真人教师，属于
行业内的先锋派。在行业飞速发展和国家加强监管的背景下，A企业如何能够在行业
内脱颖而出呢？
本文以企业发展战略的相关理论为依据，对A在线教育企业进行研究。首先，分
析A在线教育企业的外部宏观环境和行业竞争环境，总结出A企业发展的有利政策和
社会环境因素。其次，分析A在线教育企业的内部环境，找出其内在的优势和劣势。
再次，运用SWOT分析法对A在线教育企业的机会O、威胁T、优势S和劣势W进行梳
理和总结。最后，根据A在线教育公司的企业定位和发展现状，探索性地提出A企业
的发展战略，具体从总体战略，竞争战略，职能战略三方面为企业提出发展规划，并
为其制定具体的实施保障措施，以期更好地实现A在线教育企业的持续、健康发展。
通过本文对A在线教育企业发展战略的研究，也希望为其他同类型的在线教育企
业提供借鉴，促进我国在线教育行业的稳步发展。
关键词：在线教育；发展战略；SWOT分析
I

Abstract
For an enterprise，enterprise development strategy is the overall plan of development
and the guide of all business activities. It is very important for the long-term development
of enterprises to formulate a strategy that can be realized in the future and suitable for their
healthy and stable development.In recent years, under the influence of policies, society,
economy, environment and so on，the market scale of China's online education industry has
continued to expand, and many Internet companies and offline training institutions have
also rushed into this industry. In 2020, under the influence of the "catalyst" of the epidemic,
the online education industry has almost completed the development and sinking that
should have been completed in 3-5 years. Online education has also been recognized by
more and more people, and the scale of users has increased significantly.
As an innovative Internet education company, A online education company focuses on
Internet inclusive education at the primary and secondary levels. It is keen on developing
new ways of online education and advocates the use of artificial intelligence and other
technologies to replace real teachers. It belongs to the avant-garde in the industry. In the
context of the rapid development of the industry and the strengthening of national
supervision, how can A company stand out in the industry?
With the help of systematic strategic management theory,this article conducts research
on A online education companies. First, analyze the external macro environment and
industry competition environment of A online education company, and summarize the
favorable policies and social environmental factors for the development of A company.
Secondly, analyze the internal environment of A online education company and find out its
inherent advantages and disadvantages. Therefore, using SWOT analysis method to analyze
and summarize the opportunities O, threats T, advantages S and disadvantages W of A
company. Finally, according to the corporate positioning and development status of A
online education company, the development strategy of A company is exploratoryly
proposed, and the development plan for the company from three aspects: overall strategy,
competition strategy and functional strategy .is proposed, and specific implementation
guarantees are formulated for it. At the end of the article, strong safeguard measures are
formulated for the implementation of enterprise development strategies
III
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