随着经济全球化的到来，社会对于英语学习的需求开始逐渐低龄化。目前市场 上出现了越来越多的青少儿英语培训机构，来满足不同年龄段的英语学习需求。 本文从自己多年的工作经验出发，分析了青少儿英语培训行业不同机构的情况， 目的是探讨英孚教育的在培训市场上的提升方法和策略。本文先分析了当前培训市 场的大环境，然后进行同行竞争对手情况分析，介绍了英孚教育的优劣势，最后针 对不足提出解决方案，对发展作出预测。文中采用以下几种方式方法进行分析，针 对外部环境，采用了波特五力模型进行全方位分析；针对竞争环境，使用对比法对 比同行业竞争对手的经营模式，进行 SWOT 分析；最后用销售分析法分析自己企业 的竞争力及经营模式，进行 FABE 详解总结出可提升点和方法。 通过分析得出，武汉英孚教育青少儿中心想要取得可持续的发展需要做到以下 三点，第一，英孚的产品研发团队需要根据市场需求作出相应的产品研发，第二， 做好自身整体服务体系的落实到位及核查，第三，企业内部人员的培训和发展。针 对这几个方面总结出了相应的发展战略。首先，英孚全球的研发团队，每四到五年 会做产品和技术的革新，近两年也根据线上课堂的发展趋势开始研发线上课程。其 次，武汉团队两年前开始设立的总部客服培训经理的职位，对新入职员工进行统一 的服务流程培训以及全国满意度调查的监管，逐步完善武汉区域的服务体系。第三， 按照总部人员职业阶梯的明确发展要求，企业内部员工每月，每季度，每六个月及 全年进行定期工作回顾和评估，明确内部员工培训和培养方向。本文在相关的理论 基础上总结出的发展战略，对同行业其他机构的发展具有一定的参考意义。 关键词，英孚教育 外部市场环境 内部竞争力分析 发展战略II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract Being in an era of economic globalization, an increasing number of English training institutions emerge on the market to provide training for students based on their different needs of English learning at different ages. It is the ultimate goal for every organization, which focuses on enhancing its strategy and details of quality, to occupy the English training market better and faster. This paper focuses on the analysis of English training institutions and market development from the period of early childhood to adult. Based on the current condition of industry competition and development, as well as the author’s years of real-life experience, this paper explores the ideas and strategies of improvement from different perspectives. For an organization to survive and develop rapidly in the long run, factors including corporate culture, personnel training, product upgrading and humanized delivery of service needs are all crucial. This paper first analyzes the current industry environment and situation; secondly, it transforms to understand the competition of peer institutions. Finally, it proposes solutions and forecasts developing trends for the shortcomings. The paper uses the following centralized methods for analysis. First, it adopts SWOT analysis to compare the business models of competitors in the same industry. Secondly, it analyzes the competitiveness and conducts detailed FABE analysis. By means of analyzing the marketing strategies and site chosen, innovation and development of products as well as customer experience and services with regard to the English training to teenagers and children, the key to the sustainable development for Wuhan EF has been concluded as: 1. Develop new products in accordance with the market demands. 2. Edge of the entire service system. 3. Staff training and development. Considering these aspects, I’ve come up with the following development strategies respectively: Firstly, EF’s R&D team makes innovation to products and technology every III 华 中 科 技 大 学 硕 士 学 位 论 文 four to five years. Besides, the online courses are being developed according to the current trend over the past couple of years. Secondly, EF’s team in Wuhan set up the manager post for customer service training in its head office two years ago. It has been carrying out standardized service training and nationwide satisfaction surveys that had gradually perfected the service system in Wuhan. Thirdly, in line with the explicit requirements set by head office staff on stepwise career development, work review and evaluation on employees is regularly implemented on a monthly, quarterly, semi-annual and yearly basis, and the orientation of staff training and cultivation is clarified. This paper summarizes the development strategy based on relevant theories; it does set a upbeat tone for the trend of the education and training industry of young children. Keywords: EF(Education First) External marketing environment Internal competitive power Development strategyIV 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要...................................................................................................................I ABSTRACT................................................................................................... II 图目录............................................................................................................VI 表目录...........................................................................................................VII 1 绪论.............................................................................................................1 1.1 选题背景 ...............................................................................................1 1.2 英孚教育简介 .......................................................................................2 1.3 本文的研究内容与研究方法 ...............................................................3 1.4 论文结构 ...............................................................................................3 2 相关理论综述 ............................................................................................5 2.1 企业战略管理理论 ...............................................................................5 2.2 外部环境分析 .......................................................................................6 2.3 内部环境分析 .......................................................................................7 2.4 波特五力模型 .......................................................................................7 2.5 SWOT 分析 ...........................................................................................9 2.6 FABE 销售法则 ....................................................................................9 3 外部市场环境分析 ..................................................................................11V 华 中 科 技 大 学 硕 士 学 位 论 文 3.1 青少儿英语培训市场环境 .................................................................11 3.2 线下竞争品牌分析 .............................................................................11 3.3 线上竞争品牌分析 .............................................................................18 4 英孚教育青少儿英语培训的内部环境分析 ..........................................24 4.1 英孚教育发展现状 .............................................................................24 4.2 英孚教育市场营销能力分析 .............................................................24 4.3 英孚教育研发能力及特色化服务分析 .............................................27 4.4 问题总结 .............................................................................................34 5 英孚教育青少儿英语培训项目发展战略及实施计划..........................36 5.1 英孚教育 SWOT 分析........................................................................36 5.2 研发战略 .............................................................................................37 5.3 人员培养战略 .....................................................................................39 结束语.............................................................................................................42 致谢.............................................................................................................43