在经过对外环境和对内环境的分析的基础上，利用 SWOT 矩阵分析法对青岛
新东方少儿英语培训项目未来发展的优势、劣势、机会和威胁等方面详细剖析。
即从宏观层面上制定出总的发展方向，保证项目和青岛学校之间，青岛新东方
和集团之间配合有序，又在执行方面给出具体的建议，并给出相关的对策和保
障措施。
关键词：少儿英语，战略，培训，青岛新东方学校
Abstract
Successful business strategy is a key for a company to achieve competitive
advantage in the fierce competition．Using the tools from strategic management
theory, this thesis investigates the design of business strategy of Qingdao New
Oriental School that is a juvenile English training company．First of all，the PEST
analysis is used to analyze the political，economic，social and
technological environment in which the company competes．And the Michael
Porter’s Five Forces Model is used for analyzing the competition situation that the
Qingdao New Oriental School is faced subsequently, a thorough analysis on
company’s internal strength and weakness is conducted by the business departments
of the company one by one．
On the basis of the analysis for the situations of the company, the structure form
of the industry, the competition situation, as well ills with the market requirement
analysis，the SWOT analysis is used to design the business strategy for Qingdao New
Oriental School 's development．Based on the results of the analyses，the thesis
expatiates on the suggestions on how to successfully implement such a strategy．
Keywords：Juvenile English，Training，Business Strategy，Qingdao New
Oriental School
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