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内蒙古大学
内蒙古为道信息咨询有限
公司发展战略研究
学院： 经济管理学院
专业： 工商管理
研究方向： 战略管理
学生姓名： 郑剑
指导教师： 姜涛
2022 年 6 月 原 创 性 声 明
本人声明：所呈交的学位论文是本人在导师的指导下进行的研究工作及取得的研究成果。除本
文已经注明引用的内容外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得内
蒙古大学及其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何
贡献均已在论文中作了明确的说明并表示谢意。
学位论文作者签名： 指导教师签名：
日 期： 2022 年 6 月 日 期： 2022 年 6 月
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知识产权，作者在学期间取得的研究成果属于内蒙古大学。作者今后使用涉及在学期间主要研究
内容或研究成果，须征得内蒙古大学就读期间导师的同意；若用于发表论文，版权单位必须署名为
内蒙古大学方可投稿或公开发表。
学位论文作者签名： 指导教师签名：
日 期： 2022 年 6 月 日 期： 2022 年 6 月 摘 要
随着中国经济的发展和企业管理水平的提升和观念的转变，国内企业对管理咨询
的需求越来越旺盛，因而管理咨询行业前景广阔。虽然国内的许多咨询公司主营业务
收入很低，经营规模相对比较小，但这种公司发展快速，发展前景大，随着这种公司
的生长,将来中国管理方法咨询业的市场需求将进一步扩张。
在教育领域内，教育管理咨询是帮助教育企业和教育企业家解决管理和经营问题，
全面分析教育培训行业发展现状，透视内在问题瓶颈寻找经营盲点、突破点、市场运
营模式和销售模式等等。教育管理咨询行业专为教育型企业服务，其目的是解决教育
咨询活动中所遇到的理论和实践难题，从品牌定位、组织架构、流程制度、薪酬体系、
绩效考核、业务系统各方面入手，让民办教育机构提高业绩，保证其正常运营。国内
教育管理咨询行业才刚兴起，目前已有专注于教育行业的管理咨询公司并不多。教育
管理咨询行业的需求很大，有潜力和好的发展前景。
内蒙古为道信息咨询有限公司成立于2020 年 6 月 16 日，公司主营业务是为教育
培训机构做市场调研、信息采集以及招生。公司成立时间短，面对目前竞争激烈的市
场状态，如何结合外部市场的环境条件、自身的优势劣势以及面对的机遇和挑战，制
定一套适合发展的战略规划是公司目前迫切需要解决的问题。本文以内蒙古为道信息
咨询有限公司为研究对象，首先运用PEST 分析方法、波特五力分析法对内蒙古为道
信息咨询有限公司的宏观环境和行业环境进行分析，得出公司的外部机遇有咨询业市
场潜力大以及产业政策支持；外部威胁有市场竞争激烈、信息技术更新换代快、品牌
竞争激烈以及配套系统和环境缺乏；其次，从公司资源和能力两方面对内蒙古为道信
息咨询有限公司进行内部环境分析，得出公司的内部优势有招生模式独特及合作方式
创新；内部劣势有品牌知名度低、公司业务渠道少以及公司发展规模小。最终用 SWOT
分析矩阵筛选得到企业的发展战略备选方案。内蒙古为道信息咨询有限公司应挑选增
长型发展战略和差异化竞争战略，并重点发展原有招生业务的扩张以及新业务的拓展，
同时从构建人才保障和组织保障两个方面为企业的战略实施提供保障。
通过本文的研究，可以为内蒙古为道信息咨询有限公司制定发展战略提供依据和
参考，助力公司快速发展；还可以为该行业其他信息咨询企业今后的发展提供借鉴和
参考，为提高行业整体发展水平提供指导意义。
关键词：教育管理咨询，增长型发展战略，差异化战略
IAbstract
With the development of China;s economy, the improvement of enterprise
management level and the change of concept, the demand of domestic enterprises for
management consulting is more and more vigorous, so the prospect of management
consulting industry is broad. Although many domestic consulting companies have low
income from their main business and relatively small business scale, these companies
are developing rapidly and have great prospects. With the growth of these companies,
the market demand of China;s management method consulting industry will further
expand.
In the field of education, educational management consulting is to help educational
enterprises and entrepreneurs solve management and management problems,
comprehensively analyze the development status of the education and training industry,
and look into the bottleneck of internal problems to find blind spots, breakthroughs,
market operation modes and sales modes, etc. The educational management consulting
industry is designed to serve educational enterprises. Its purpose is to solve the
theoretical and practical problems encountered in educational consulting activities.
Starting with brand positioning, organizational structure, process system, salary system,
performance appraisal, and business system, private educational institutions can
improve their performance and ensure their normal operation. The domestic education
management consulting industry has just emerged, and there are not many management
consulting companies that focus on the education industry at present. The educational
management consulting industry has great demand, potential and good development
prospects.
Inner Mongolia Weidao Information Consulting Co., Ltd. was established on June
16th, 2020. The company;s main business is market research, information collection and
enrollment for educational and training institutions. The company has been established
for a short time. Facing the current competitive market situation, how to formulate a set
of strategic planning suitable for development by combining the external market
environment, its own strengths and weaknesses, and the opportunities and challenges it
IIfaces is an urgent problem to be solved. In this paper, Inner Mongolia Weidao
Information Consulting Co., Ltd. is taken as the research object. Firstly, the
macro-environment and industry environment of Inner Mongolia Weidao Information
Consulting Co., Ltd. are analyzed by using PEST analysis method and Porter;s five
forces analysis method, and it is concluded that the external opportunities of the
company include great market potential of consulting industry and industrial policy
support. External threats include fierce market competition, rapid upgrading of
information technology, fierce brand competition and lack of supporting systems and
environment; Secondly, the internal environment of Inner Mongolia Weidao
Information Consulting Co., Ltd. is analyzed from two aspects of the company;s
resources and capabilities, and it is concluded that the company;s internal advantages
are unique enrollment mode and innovative cooperation mode. Internal disadvantages
include low brand awareness, few business channels and small development scale of the
company. Finally, the SWOT analysis matrix is used to screen out the development
strategy alternatives of enterprises. Inner Mongolia Weidao Information Consulting Co.,
Ltd. should choose growth development strategy and differentiated competition
strategy,and focus on the expansion of the original enrollment business and new
business, and at the same time provide guarantee for the strategic implementation of the
enterprise from two aspects: building talent guarantee and organizational guarantee.
The research of this paper can provide basis and reference for Inner Mongolia
Weidao Information Consulting Co., Ltd. to formulate development strategy and help
the company develop rapidly. It can also provide reference for the future development
of other information consulting enterprises in this industry, and provide guidance for
improving the overall development level of the industry.
Key words: educational management consulting, growth development strategy,
differentiation strategy
III