Research on Optimization of Business
Strategy of ABC Children's Physical
Education Group
A thesis submitted to
Northwest University
in partial fulfillment of the requirements
for the degree of Master
in Business management
By
BaiHeng
Supervisor: TangLiang Professor
March 2018
西北大学硕士学位论文
II
摘要
国家《全民健身计划2016-2020》的颁布实施，以全国卫生健康大会、健康中国2030
和各个地方颁布的政策为引导，越来越多人的健康意识逐步提升，生活理念转向成熟
在此背景下，随着二胎政策的开放、居民消费水平的升级，儿童体育类服务的消费将呈
现高速增长的趋势。根据睿艺发布的最新数据来看，有意愿给孩子报名体育类课程的家
长达到89.34%，其中近40.82%的家长会选择在校外为孩子购买专业的体育体能类课程
儿童体能培训已经成为家长们的选择之一。但是，目前国内的儿童体能健康培训市场发
展并不完善，结构性矛盾突然，市场供给与需求不能匹配成为制约行业发展的瓶颈。在
这样的背景下，ABC儿童体能教育集团于2017年底组建，它是一家面向幼儿园、中小
学学生，以儿童体能培训为主要业务的教育集团
本文以经营理论为基础，对ABC儿童体育教育集团进行研究，按照“提出问题——
分析问题——解决问题”的三步框架，通过SWOT分析方法对ABC儿童体育教育集团
内部的优势与劣势以及外部面临的机遇与威胁进行了系统分析；然后，找出ABC儿童
体能教育集团经营策略存在的问题，并分析产生问题的原因；最后，针对存在的问题，
从集团的场馆业务、校园业务、家庭业务三个方面的经营策略提出了优化方案和保障措
施
本文对新时代下的儿童体能教育业务的经营策略和实施进行了研究与探讨，通过运
用相关理论知识，结合实际企业管理经营实践，探索解决当前儿童体能健康产业面临的
问题。本文的相关优化方案将对公司发展起到积极作用，同时对其他儿童体能教育公司
和行业发展也提供了有益的借鉴
关键词：儿童体能，经营策略，体能教育
ABSTRACT
III
ABSTRACT
The National Fitness Program, 2016-2020 issued and implemented and with the guide of the
national conference on health, “Health Chinese 2030” and the policy issued by each region,
health consciousness of people has gradually improved. Meanwhile, with the development of
the two-child policy and the upgrading of residents' consumption level, the consumption of
children's sports services will show a trend of high growth. According to the latest figures
issued by RuiYi, the number of parents who are willing to enroll sports course to kids is
89.34%, nearly 40.82% of parents choose to take professional sports fitness classes for
children out of school. Physical training for children has become one of the parents' choices.
However, the supply fails to meet the demand in current China’s market. Based on the market
background, ABC Children's Physical Fitness Education Group was established at the end of
2017. It is a company focusing on kindergarten, primary school and middle school students
and children's physical training as its main business.
This paper is on the basis of marketing theory and ABC Children's Sports Education Group is
the research object. It follows the research framework of Raise Questions - Analysis
problems – Solve Problems. Through SWOT analysis, we analyzed the advantages and
disadvantages of education group and the external opportunities and threats faced by the
group. Then, find out the problems existing in the operation strategy of ABC children
education group and analyze the causes of the problems; Finally, the existing problems are put
forward from the five aspects of the operation strategy of the company's venue business,
campus business and family business.
This paper has carried out the research and discussion on the business strategy and
implementation of children physical education under the new era by using the related theory
knowledge, in combination with actual business management practice, which aims to explore
the current problems faced by children's physical health industry. The relevant optimization
scheme of this paper will play an active role in the development of the company, and also
provide useful reference for other children's physical fitness education company and industry
development.
Key words: children’s physical fitness, business strategy, physical fitness education.。