摘要
职业教育作为国家教育发展范畴中的重要组成部分，其地位与普通教育相当。
故而，各培训公司自然会盯紧职业教育培训这一块“蛋糕”。而“公考”培训作
为职业教育培训赛道中的“香饽饽”，其竞争程度不言而喻。各类型培训机构目
前存在同质化竞争严重、管理欠缺、师资短板等问题，因此，制定合适的竞争战
略变得迫不及待。
本文从 ZG教育集团的实际情况出发，依据产业结构学派、资源和能力、核
心竞争力等理论，运用 PEST和 SWOT分析工具分别对其所处宏观环境和行业
环境进行分析，用“波特五力模型”对企业五种竞争力量来源进行分析，了解其
竞争态势，最后通过实地考察后运用 QSPM分析矩阵并综合考虑 ZG教育集团
的内外因素，在三种竞争战略（成本领先战略、差异化战略和集中化战略）中选
择出集中化战略更加适合于 ZG教育集团目前的状况。
对 ZG教育集团采取集中化战略主要包括市场集中化、业务集中化和课程集
中化，然后分别从职能部门、人力资源、资金能力和企业文化四个方面对 ZG教
育集团的竞争战略实施保障。本文对 ZG教育集团竞争战略进行研究，不仅可以
增强 ZG教育集团的核心竞争力，同时也为职业教育培训行业提供一定的参考价
值和借鉴。
关键词：教育集团，竞争战略，集中化战略
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Abstract
Vocational education is an important part of national education development and
its status is equal to that of general education. Therefore, A large number of training
companies will want to seize this market share. And the Civil Service examination
training became new favorite in vocational education training track, its degree of
competition is imaginable. At present, all types of training institutions have problems
such as serious homogeneous competition in the same industry, lack of management,
and shortage of teachers. Therefore, the development of a suitable competitive strategy
becomes urgent.
This paper starts from the actual situation of ZG Education Group. It is based on
the industrial structure school theory, the resources and ability theory, the core
competence theory, using the PEST and SWOT analysis tools to the macro environment
and industry environment analysis, using the Porter's Five Forces model to analyze the
sources of enterprise's five competitive forces and understand their competitive
situation. Finally, after the field visit to ZG Education Group, taking into account the
internal and external factors of ZG Education Group, using QSPM analysis matrix, the
centralization strategy is more suitable for the current development of ZG Education
Group among the three competitive strategies (cost leadership strategy, differentiation
strategy and centralization strategy).
The centralization strategy for ZG Education Group mainly includes market
centralization, business centralization and curriculum centralization. Then it guarantees
the implementation of ZG Education Group's competitive strategy from four aspects:
functional departments, human resources, capital capacity and corporate culture. This
paper studies the competitive strategy of ZG Education Group, which can not only
enhance the core competitiveness of the enterprise, but also provide some reference
value and reference for vocational education and training industry.
Key words: Vocational group, Competitive strategy, Centralization strategy
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目录
摘要 ....................................................................................................................... I
ABSTRACT.........................................................................................................II
1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研究内容、技术路线图、研究方法.........................................................3
1.2.1研究内容..............................................................................................3
1.2.2技术路线图..........................................................................................4
1.2.3研究方法..............................................................................................5
1.3国内外文献综述.........................................................................................5
1.3.1竞争战略主要研究学派......................................................................5
1.3.2竞争优势的识别与选择......................................................................7
1.3.3竞争战略效用研究..............................................................................9
1.3.4竞争战略在培训教育方面的研究....................................................10
1.3.5文献述评............................................................................................10
2相关概念界定、理论基础及分析工具 .........................................................12
2.1相关概念界定...........................................................................................12
2.1.1竞争战略............................................................................................12
2.1.2职业教育培训....................................................................................14
2.2战略分析工具...........................................................................................15
2.2.1 PEST分析工具 ..................................................................................15
2.2.2 SWOT分析工具 ................................................................................15
2.2.3波特五力模型分析............................................................................16
2.2.4战略群组............................................................................................18
2.2.5 QSPM分析矩阵.................................................................................18
3 ZG教育集团竞争战略环境分析 ...................................................................20
3.1 ZG教育集团的概况 .................................................................................20
3.1.1发展概况............................................................................................20
3.1.2战略现状............................................................................................22
IV
。。。以下略