随着国民经济迅速发展、居民收入不断攀升，无论是国家还是家庭，对教育 的投入日益增长，教育水平亦呈现快速提升态势。然而，我国公立教育资源有限， 且呈现不均衡分布态势，无法满足人才培养的需求，甚至出现了供不应求的局面。 一些有条件的家庭，愿意支付相应的对价让孩子参加课外辅导班以提升成绩、培 养兴趣，以弥补公办教育资源有限的问题，由此，催生着越来越多的培训机构兴 起。 随着我国中小学课外培训机构的迅速发展，许多问题也逐步的暴露出来，诸 如教学质量参差不齐、辅导模式单一、师资水平欠缺、教学环境差等，引入案例 ——SJ小学课外培训机构，通过实地调研对其经营现状、存在的不足及成因进 行剖析，并运用SWOT法、五力波特法对其所面临的竞争环境及优、劣势进行 分析，探寻小型培训机构在面临激烈的市场竞争中所面临的共性问题，并提出了 具体的发展战略选择，强调有针对性的从产品策略、管理策略、价格策略、品牌 策略、教学理念五个方面着手，提出走差异化战略参与市场竞争。同时指出，要 从提升全民素质着手，从小学生抓起、从未成年人抓起，从而为培训机构的良性 发展提供了可供借鉴的理论和实践依据。 关键词：小学；课外培训机构；SWOT模型；五力波特模型；差异化战略 昆明理工大学专业学位硕士学位论文评SJ小学课外培训机构发展战略研究 III Abstract Withtherapiddevelopmentofthenationaleconomyandthecontinuousriseof residentincome,boththestateandthefamilyareincreasinglyinvestingineducation, andtheeducationlevelisalsoshowingarapidrise.However,China'spublic educationresourcesarelimitedandunevenlydistributed,unabletomeetthedemand fortalenttraining,andeveninshortsupply.Someeligiblefamiliesarewillingtopay thecorrespondingconsiderationpricefortheirchildrentoattendextracurricular remedialclassestoimprovetheirgradesandcultivatetheirinterests,soastomakeup forthelimitedresourcesofpubliceducation.Therefore,moreandmoretraining institutionsarespringingup. Withtherapiddevelopmentofourcountryelementaryandmiddleschools extracurriculartraininginstitutions,manyproblemsalsograduallyexposed,suchas theteachingqualityisuneven,guidancemodesingle,lackofteacherresource,poor teachingenvironment,theintroductionofcase-SJelementaryschoolextracurricular traininginstitutions,throughon-the-spotinvestigationaboutthepresentsituationof itsoperation,analyzestheexistingproblemsandthecausesofandthemethodof SWOTmethod,theyoungportercompetitiveenvironmentfacedbyandadvantages anddisadvantageswereanalyzed,andexplorethesmalltraininginstitutionsinthe faceofthecommonproblemsfacingtheintensemarketcompetition,andputforward theconcretedevelopmentstrategychoice,Focusingonthefiveaspectsofproduct strategy,managementstrategy,pricestrategy,brandstrategyandteachingconcept,the paperputsforwardadifferentiationstrategytoparticipateinmarketcompetition.At thesametime,itispointedoutthatweshouldstartfromimprovingthequalityofthe wholepeople,startingfromprimaryschoolstudentsandstartingfromadults,soasto providetheoreticalandpracticalbasisforthesounddevelopmentoftraining institutions. Keywords:primaryschool;Extracurriculartraininginstitutions;SWOT Modle;Five forcesporterModle;Differentiationstrategy 昆明理工大学专业学位硕士学位论文评SJ小学课外培训机构发展战略研究 i 目录 摘要................................................................................................................................I Abstract....................................................................................................................III 第一章绪论.................................................................................................1 1.1研究背景及意义............................................................................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............................................................................3 1.2.1国外研究现状......................................................................3 1.2.2国内研究现状......................................................................5 1.2.3研究述评..................................................................................10 1.3研究内容及研究方法..................................................................10 1.3.1研究内容............................................................................10 1.3.2研究方法............................................................................11 1.4研究思路及研究框架..................................................................12 1.4.1研究思路............................................................................12 1.4.2研究框架............................................................................12 1.5本章小结......................................................................................13 第二章相关概念及理论基础...................................................................14 2.1课外培训的概念界定..................................................................14 2.2相关理论分析..............................................................................15 2.2.1五力波特模型...................................................................15 2.2.2SWOT理论..........................................................................16 2.2.3需求层次理论...................................................................17 2.2.4人力资本理论...................................................................17 2.2.5差异化战略.......................................................................18 2.3本章小结......................................................................................18 第三章SJ小学课外培训机构发展现状分析.........................................19 3.1SJ小学课外培训机构的概况....................................................19 3.1.1SJ小学课外培训机构的规模..........................................19 昆明理工大学专业学位硕士学位论文评SJ小学课外培训机构发展战略研究 ii 3.1.2SJ小学课外培训机构的培训形式..................................19 3.1.3SJ小学课外培训机构的经费运转..................................20 3.2昆明市五华区课外培训机构行业分析.....................................20 3.2.1培训机构性质...................................................................20 3.2.2培训学校种类...................................................................21 3.2.3培训学校师资结构...........................................................21 3.2.4培训学校课程设置情况分析...........................................21 3.2.5培训学校教材选用情况分析...........................................21 3.3SJ小学课外培训机构五力波特模型分析................................22 3.3.1竞争对手分析...................................................................22 3.3.2潜在入侵者分析...............................................................22 3.3.3供应商议价能力分析.......................................................23 3.3.4客户议价能力分析...........................................................23 3.3.5替代品竞争分析...............................................................23 3.4SJ小学课外培训机构的SWOT分析..........................................23 3.4.1SJ小学课外培训机构所面临的机遇分析.....................24 3.4.2挑战分析............................................................................24 3.4.3优势分析............................................................................25 3.4.4劣势分析............................................................................26 3.5本章小结......................................................................................29 第四章SJ小学课外培训机构发展战略选择.........................................30 4.1基于SWOT分析的发展战略选择...............................................30 4.1.1提升品牌影响力，拓展高端培训市场份额...................30 4.1.2巩固精品课程，持续推进特色化教学模式...................31 4.1.3借助多媒体教学，推进业务集中化发展.......................31 4.1.4结合学生特点，实施差异化课程设计..........................31 4.2SJ小学课外培训机构发展的战略定位....................................32 4.2.1SJ小学课外培训机构的发展愿景..................................32 4.2.2SJ小学课外培训