摘要
近年来，随着信息化步伐不断加快，消费不断升级，教育的重要性日渐凸
显，人们开始追求教育的个性化、差异化，使得教育培训行业的发展迎来了新的
契机。少儿编程教育是随着人工智能时代产生的新兴行业，随着我国不断增加的
教育适龄儿童以及相关人工智能、编程教育政策的出台，家长们从重视孩子学科
教育的思维开始转变为注重孩子综合能力的培养，这为我国少儿编程教育带来了
发展机遇。少儿编程的发展离不开相关支持、鼓励性政策的出台，同时素质教育
的相关政策也为少儿编程提供了利好。另外，“双减”政策的实施，校外培训机
构大洗牌，许多学科类的教培机构纷纷转向素质教育培训，包括转向少儿编程教
育培训。目前少儿编程教育培训行业呈快速发展态势，但由于很多培训公司缺乏
经营管理经验，对公司的发展定位缺乏科学正确的认识，没有采用适合公司发展
的竞争战略。所以本文将尝试对MA培训公司竞争战略问题进行分析。
本文将基于竞争战略理论，深入研究企业竞争战略实践，并结合 MA 培训公
司的相关资料，综合运用PEST分析模型，研究MA培训公司所面临的宏观环境。
运用波特五力模型，对 MA 培训公司所处的行业环境进行分析，再对其内部优势
和劣势、外部机遇和挑战进行系统分析，运用SWOT矩阵，在相关理论的指导下，
对MA培训公司竞争战略进行综合考量。通过QSPM矩阵分析得出MA培训公司的
最佳竞争战略即差异化竞争战略，并从四个方面进行差异化，包括品牌差异化、
教学差异化、服务差异化、推广差异化。最后，对 MA 培训公司差异化竞争战略
的实施，提出从四个方面进行保障，即企业文化、人力资源、财务、制度。
关键词：少儿编程培训；竞争战略；差异化战略
III

Abstract
In recent years, with the accelerating pace of informatization and the upgrading
of consumption, education is becoming more and more important. People began to
pursue the personalization and differentiation of education, which has brought
moment for the growth of the education and training trade. Children's programming
education is an emerging industry with the era of artificial intelligence. With the
increasing education of school-age children in China and the introduction of relevant
artificial intelligence and programming education policies, parents have changed from
paying attention to children's subject education to paying attention to the cultivation
of children's comprehensive ability, which has brought development opportunities for
children's programming education in China. The development of children's
programming is inseparable from the introduction of artificial intelligence and other
relevant support and incentive policies. At the same time, the relevant policies of
quality education also provide benefits for children's programming. In addition, with
the implementation of the "double reduction" policy and the reshuffle of off campus
training institutions, many discipline education and training institutions have turned to
quality education and training, including children's programming education and
training. At present, the children's programming education and training industry is
developing rapidly, but many training companies lack management experience, lack a
scientific and correct understanding of the company's development positioning, and
do not adopt a competitive strategy suitable for the company's development.
Therefore, this paper will try to analyze the competitive strategy of Ma training
company.
Based on the competitive strategy theory, this paper will deeply study the
practice of enterprise competitive strategy, combined with the relevant materials of
Ma training company, and comprehensively use PEST analysis model to study the
macroscopic environment faced by Ma training companies. This paper conducts a
comprehensive analysis of the industry environment of Ma training company by
Porter's competition model, and systematically analyzes its internal strengths and
weaknesses, external opportunities and challenges, and makes a comprehensive
examination of the competitive strategy of Ma training company under the guidance
of relevant theories by using SWOT matrix. Through analysis, the competitive
strategy of Ma training company is differentiated competitive strategy, which is
differentiated from four aspects, including brand differentiation, teaching
differentiation, service differentiation method and promotion differentiation. Finally,
the implementation of Ma training company's differentiated competitive strategy is
guaranteed from four aspects: corporate culture, human resources, finance and
system.
Key words: Children's programming training; Competitive strategy; Differentiation
strategy
IV

目录
摘要................................................................I
Abstract...........................................................II
1 绪论..............................................................1
1.1 研究背景与研究意义..........................................1
1.1.1 研究背景...............................................1
1.1.2 研究意义...............................................2
1.2 相关研究综述................................................2
1.2.1 关于企业竞争战略的研究.................................2
1.2.2 关于少儿编程教育培训机构的研究.........................4
1.2.3 研究述评...............................................5
1.3 研究方法与研究内容..........................................6
1.3.1 研究方法...............................................6
1.3.2 研究内容...............................................6
1.4 拟解决问题与创新点..........................................8
1.4.1 拟解决问题.............................................8
1.4.2 创新点.................................................8
2 相关概念界定及理论基础............................................9
2.1 概念界定....................................................9
2.1.1 编程教育...............................................9
2.1.2 竞争战略...............................................9
2.2 竞争战略理论...............................................10
2.2.1 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
2.3 竞争战略分析工具...........................................12
2.3.1 PEST分析模型.........................................12
2.3.2 波特五力模型..........................................13
2.3.3 SWOT分析.............................................14
2.3.4 EFE/IFE矩阵..........................................15
2.3.5 QSPM矩阵.............................................15
3 MA培训公司战略环境分析..........................................16
V
。。。以下略