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摘要
I
摘 要
科技迅猛发展的今天，互联网在很多方面悄然改变了人们的生活模式，很
多企业也试图用互联网改变教育。但是教育和互联网的结合大多是将教育内容
从线下搬到线上，并没有改变教育的实质。市场上出现了很多互联网教育公司
活跃在各个细分领域，资本也对这个领域青眼有加，更多的新技术涌现，包括
AR，VR，人工智能。很多企业也在探讨人工智能+教育的可行模式。在这样的
大背景下，HXH在线教育公司于2016年成立，专注于K12阶段的数学与数学
思维教育。在这个细分领域竞争中，市场竞争激烈。也由于教育的特殊性，很
多企业并没有找到自己的盈利模式。HXH在线教育公司必须时刻保持敏锐度，
审视自身的企业战略，并不断修正调整，以确保HXH公司在市场上得以存活，
完成用科技改变教育的梦想
本文通过学习企业战略相关理论，将理论运用到实际对HXH在线教育公
司的企业战略进行研究和探讨：首先运用PEST模型对宏观经济环境作出分析，
然后运用波特五力模型对行业深度探讨，最后再运用SWOT分析法对公司内容
环境进行剖析。从而多维度立体地对HXH在线教育公司有准确的定位，对其
可采取的战略做了可行性分析，最终确立发挥优势利用机会的SO企业战略及
差异化战略，即通过产品差异化和服务差异化使企业在市场立于不败之地。并
从品牌策略、产品策略、市场策略几个方面讨论具体的实施计划，以及使战略
可以有效顺利实施的保障措施。最后是总结研究成果并展望未来方向
本文在研究过程中学习了大量互联网教育，人工智能+教育，K12传统教
育的案例、数据、和文献，对互联网教育这个细分市场领域做了比较全面的探
讨，也提出了一些问题引发思索。期望对其他在线教育公司的发展提供一些参
考，具有一定的借鉴作用
关键词：在线教育，企业战略，SO战略，差异化战略
Abstract
II
Abstract
In nowadays, technology express rapidly. Internet has changed people’s life in a
lot of ways, many corporations try to using internet changing education. Until now,
most internet-education companies just moved the education contents from offline to
online, but didn’t change the traditional education, yet. There are many such
company entering the big market, capitals also show great interest in this area. HXH
online education company was formed under this circumstances in 2016, focus on
K12 math and math thinking education. This is a competitive market, and most
companies did not find their business model yet. In order to survive in the market,
and accomplish its education dream, HXH online education company must keep
alert, scan its corporation strategy at any time, and adjust it whenever needed.
This thesis studies the theory of corporate strategy and applies the theory to
the actual research and discussion of the corporate strategy of HXH online education
company. First, it uses the PEST model to analyze the macroeconomic environment,
and then uses Porter's five force model to deeply explore the industry. Finally, using
SWOT analysis method to analyze the company's content environment. Therefore,
through the multi-dimensional analysis HXH online education company has been
accurate positioned. It can adopt a strategy to do a feasibility analysis, and finally
establish an SO business strategy and differentiation strategy to take advantage of
the advantages of utilization opportunities, that is, through product differentiation
and service differentiation. Make the company invincible in the market. And from
the aspects of brand strategy, product strategy and market strategy, discuss the
specific implementation plan and the safeguard measures that enable the strategy to
be effectively implemented. Finally, it summarizes the research results and looks
forward to the future direction.
During the study, this article has studied many Internet education, artificial
intelligence education, K12 traditional education cases, data, and literature. It has
conducted a comprehensive discussion of the Internet education market
Abstract
III
segmentation and has also raised some questions to raise concerns. It is expected to
provide some references for the development of other online education companies
and has some reference.
Key words: Online Education; Corporation Strategy; SO Business Strategy;
Differentiation。