I 摘要 近年来，中国经济发展迅速，人们对优质教育的需求日益增加，幼儿教育行业也 跟随经济而蓬勃发展。作为人才培养的基础性阶段，幼儿教育受到了越来越多人的重 视。加上国家积极推动和鼓励民间力量办学，开放二胎政策等，都给民办幼儿园提供 了有利条件。在此良好的契机下，民办幼儿园发展潜力巨大。与此同时，各类民办幼 儿园的数量与日俱增，办学质量与特色不断提升，以及家长多元化的需求，使市场竞 争压力剧增。面对机遇与挑战并存的局面，民办幼儿园要认清环境，把握机遇，提升 自身竞争力，制定合理的竞争战略，以达到长期稳定发展。 HD幼儿园是HD教育集团旗下的子机构之一，初建于2013年9月，占地面积 3600平方米，可同时容纳400名幼儿入园。幼儿园地处呈贡新区大学城核心位置， 毗邻云师大附中附小，周边交通便利。幼儿园的教学以HD教育集团10余年的专业 化教育理论体系以及人才沉淀为基础，结合先进的幼儿培育理念及国内外优秀教材， 全方位培养学生能力，以双语教学和蒙氏教学为主要特色。 本文以HD民办幼儿园为研究对象，首先描述了HD民办幼儿园竞争战略的背景 和研究的意义，对相关战略理论进行梳理。然后，利用PEST分析、迈克尔·波特的 五力模型、SWOT工具对其进行宏观环境、行业环境以及内部环境分析，指出HD民 办幼儿园当前发展所面临的机遇、挑战、优势及劣势。再以此为基础对其进行竞争战 略分析，制定适合其发展的竞争战略，即差异化集中化的联合战略。最后就该战略实 施的保障条件提出了相关意见建议。 【关键词】：民办幼儿园竞争战略差异化战略集中化战略 Abstract II Abstract Inrecentyears,withtherapiddevelopmentofChina'seconomy,people'sdemandfor qualityeducationisincreasingdaybyday,thepreschooleducationindustryisalsostartto flourish.Asthestartingpointintalenttraining,preschooleducationhasalsoreceivedmore andmoreattention.Atthesametime,theChinesegovernmentisactivelypromotingand encouragingsocialforcestorunschools,andopeningupthe“two-childpolicy”,bringing thefavorableconditionstoprivatekindergarten.withthegoodopportunityofdevelopment, privatekindergartenhasthehugedevelopmentpotential.Meanwhile,allkindsofprivate kindergartensincreaseeveryday,thequalityandcharacteristicofthekindergartenare continuetoimprove,parent’sdiversifiedneedaregrowing,leadtothemarketcompetition pressurehasincreaseddramatically.Facetotheopportunityandthechallengecoexisting aspect,privatekindergartenshouldwalkeverystepcarefully,understandtheinternaland theexternalenvironment,seizetheopportunity,findanaccuratemarketpositioning,and formulateasoundcompetitivestrategy. HDkindergartenisoneofsubsidiariesofHDeducationgroup,whichwasfirstbuiltin September2013,canhold400children.Itislocatedinthecoreoftheuniversitytownof ChengGong,adjoinedthehigh&primaryschoolaffiliatedtoYunNanNormal University.TheteachingoftheHDkindergartenisbasedonHDeducationgroup’smore than10yearsofprofessionaleducationtheorysystemandtalentprecipitation,combined withadvancededucationconceptsandexcellentteachingmaterials,focusonall-around abilitytraining,theforeignlanguagetrainingandthe“Montessoriteaching”arethemain features. ThispapertakesHDkindergartenastheresearchobject.Inthefirstplace,describes thebackgroundandsignificanceofcompetitionstrategyaboutHDprivatekindergarten, andreviewsthebasisofthestrategictheory.Nest,usePEST,“FiveForcesModel”, SWOTAnalysis,analyzestheexternalandtheexternalenvironment,findoutthestrength、 theweakness、theopportunityandthethreatofHDprivatekindergarten.Then,onthebasis ofstrategicanalysis,carriesoutcompetitivestrategy,differentiationstrategyandfocus strategy.Atlast,putforwardtheguaranteemeasurestothestrategyimplementation. 【KeyWords】PrivatekindergartenCompetitivestrategy DifferentiationstrategyFocusstrategy 目录 目录 摘要..............................................................................................................................I Abstract...................................................................................................II 第一章绪论...............................................................................................1 1.1研究的背景及意义.....................................................................1 1.1.1研究背景...................................................................................................1 1.1.2研究意义...................................................................................................2 1.2国内外研究现状........................................................................2 1.2.1国外研究现状...........................................................................................2 1.2.2国内研究现状...........................................................................................4 1.3研究的思路和方法....................................................................6 1.3.1研究思路...................................................................................................6 1.3.2研究方法...................................................................................................7 1.4论文的基本框架........................................................................7 第二章相关理论综述..............................................................................9 2.1企业战略管理涵义及其发展....................................................9 2.2竞争战略理论...........................................................................10 2.3主要竞争战略分析工具..........................................................12 2.3.1PEST分析...............................................................................................12 2.3.2SWOT分析.............................................................................................12 2.3.3行业结构分析模型（波特五力模型）.................................................13 2.4公办幼儿园与民办幼儿园的界定..........................................14 2.4.1公办幼儿园的界定................................................................................14 2.4.2民办幼儿园的界定................................................................................14 2.4.3公办园与民办幼儿园的主要区别........................................................15 第三章HD民办幼儿园外部环境分析...................................................16 3.1宏观环境分析...........................................................................16 3.1.1政治环境分析.........................................................................................16 3.1.2经济环境分析.........................................................................................18 3.1.3社会环境分析.........................................................................................19 3.1.4技术环境分析.........................................................................................22 目录 3.2行业环境分析..................................................................................22 3.2.1现有竞争者的竞争.............................................................................22 3.2.2供应商议价能力.................................................................................24 3.2.3购买商议价能力.................................................................................25 3.2.4潜在进入者的威胁............................................................................25 3.2.5替代品的威胁....................................................................................26 第四章HD民办幼儿园内部环境分析...............................................28 4.1HD民办幼儿园经营现状介绍.............................................28 4.1.1HD民办幼儿园简介..........................................................................28 4.2HD民办幼儿园内部资源分析.............................................30 4.2.1办学理念及特色分析.........................................................................30 4.2.2HD民办幼儿园组织结构与管理制度分析......................................35 4.2.3财务状况分析....................................................................................37 4.2.4管理人员与师资情况分析................................................................39 4.2.5生源分析............................................................................................41 4.2.6招生渠道分析..................................................