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摘 要
随着我国改革开放的逐渐深入，经济、文化、社会事业等各方面都得到了较快较好的
房展，相应地，教育业也在发展的浪潮中毫不示弱，逐步向着专业化、国际化快速发展，
各种民营教育机构应运而生。随着国家对公民素质要求的不断提高，国家不断加大对教育
事业的投入，极大程度上促进了我国民营教育机构的发展。当然，民营教育机构的发展离
不开国家和政府的支持，我国各级政府都曾明确表示，要大力支持民营教育机构发展，鼓
励捐资助学，鼓励银行等金融机构为民营教育机构提供信贷支持，鼓励优秀毕业生自主创
业办学等等。这些支持，都为民营教育机构的发展提供了良好的政策环境。民营教育的发
展为国家节省了开支，增加了就业岗位，拓宽了就业渠道，丰富了教学形式，增加了教学
品种，满足了人们对教育日益增长的多样化需求，已成为中国教育不可或缺的组成部分。

但是，随着民营教育机构数量的增多，学校之间的竞争也变得更加激烈，对于民营教育机
构而言，如何在竞争的洪流中保持自身优势、不断提升核心竞争力、打造自己的文化品牌，
也相应成为民营教育机构的管理者需要不断研究和改进的问题。

本文就是通过对成立于 2006 年 10 月的 M 学校在发展壮大过程中所面临的行业压力、
自身发展难点等为研究入手，在借鉴国内外研究者对学校竞争优势、核心竞争力研究成果
的基础上，通过对 M 学校机构概况、行业状况、企业文化、营销体系创新等进行研究，进
而构成 M 学校的核心竞争力，尝试运用企业生命周期理论、波特五力模型、客户体验管理
理论，通过 SWOT 分析，定性分析与定量分析相结合等方法，构建出民营教育机构核心竞
争力的构成要素，并通过文化品牌建设进一步提升学校核心竞争力。

关键字：民营教育机构；核心竟争力；提升山东师范大学硕士学位论文Abstract
With China's reform and opening up gradually in-depth, economy, culture,
social undertakings and so on various aspects have been better, including faster,
and correspondingly, the wave of education are developing in the following, step
by step toward specialization, internationalization and rapid development, all
kinds of private education institutions arises at the historic moment. With the
constant improvement of the national requirements for citizen quality, countries
continue to increase investment in education career, largely promote the
development of the private education institutions in China. , of course, the
development of private education institutions can't depart from the support of
state and government, governments at all levels in China have made it clear that
to vigorously support the development of private education institutions, encourage
to donate, encouraging Banks and other financial institutions to provide credit
support for private education institutions, encourage outstanding graduate
self-employment education and so on, these support, for the development of private
education institutions provide a good policy environment. The development of
private education for the country save the expenses, increase the employment,
broaden the employment channels, enrich the teaching forms, increase the variety
of teaching and education of the people's growing diversification demand, has
become an indispensable part of education in China. However, as the quantity of
the private education institution, the competition between schools have also
become more intense, for private education institutions, how to keep themselves
in a torrent of competition advantages, enhance core competitiveness, create their
own cultural brand, also become the private education institutions accordingly
managers need to constantly research and improvement.
This article is based on the established in October 2006 M school in the
process of growing industry facing pressure, such as its own development
difficulties as the research of the researchers at home and abroad for reference,
the competitive advantage to the school, the core competitiveness, on the basis
of research results, based on the profile M school organizations, industry status,