本研究以江苏大成传媒艺考培训项目作为研究对象。借鉴战略管理的理论
和模型，采用文献综述法、理论分析法等研究方法，结合江苏省传媒艺考培训
市场的市场竞争形势，运用战略管理课程中的 PEST 分析模型，分析大成传媒
艺考培训机构的宏观环境，同时运用主成分分析法分析大成传媒艺考培训机构
的市场竞争力，得出各内部条件的重要性，运用 SWOT 分析工具分析该机构内
外部环境、优劣势，并指出江苏大成传媒艺考培训机构应该采取何种战略。
该论文的价值是：对江苏大成传媒艺考培训项目的外部生存环境和内部条
件、各条件因素的重要性进行了客观分析，从而对该机构制定周密发展战略规
划进行指导。让其在面对国家教育和文化政策调整、外部环境变化的时候，可
以积极调整经营策略，充分发挥自身优势，克服自己的弱点，从而寻找新的市
场机遇，制定出新的发展方向一集发展战略，使得自身的竞争力得到提升，不
断做大做强，在市场中脱颖而出，始终立于不败之地。
关键词：传媒艺考培训；发展战略；江苏省ABSTRACT
With China's rapid economic development, education and training industry
highlights the huge potential for development, is moving toward brand management,
chain management direction, and market segmentation, so this will inevitably lead to
the re-building and training market reshuffle. Jiangsu Dacheng rely on media training
institutions, how in the fierce competition in the market and give full play to their
strengths, and to take a scientific and rational strategy in the marketplace, this article
focuses on research topics.
In this study, Jiangsu Dacheng Media Arts exam training program for the study.
Learn strategic management theories and models, using literature review, theoretical
analysis and other research methods, combined with Jiangsu Province Media Arts
exam training market competition in the marketplace, the use of strategic
management curriculum model analysis PEST analysis Dacheng Media Arts exam
training institutions macroeconomic environment, while using principal component
analysis method Dacheng Media Arts exam training institutions market
competitiveness, the internal conditions of the importance of the results, the use of
SWOT analysis tools to analyze the internal and external environment of the
institution, advantages and disadvantages, and that Jiangsu Dacheng Media Arts
training institutions should consider what strategies.
The value of the paper are: Jiangsu Dacheng Media Arts exam training program
external and internal conditions of the living environment, the importance of each
condition factors were objectively analyzed to develop the institution careful strategic
planning guidance. So that in the face of national education and culture policy
adjustments, changes in the external environment, they can actively adjust business
strategy, give full play to their strengths and overcome their weaknesses, in order to
find new market opportunities, and work out a new set of development direction
strategy, making their competitiveness would be enhanced and continue to become
bigger and stronger, in the marketplace, always invincible.
Key Words: media art training institution; development strategy; Jiangsu Province
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