漳州双语实验学校市场竞争战略研究.pdfVIP

要 漳州双语实验学校是由厦成房地产公司投资创办的资本注入型民办学校，是 以盈利为目的教育单位。经过 3 年的发展，已经具有一定的规模，并形成自己的 特色双语教学。目前是漳州中、小学民办学校的佼佼者。但是，民办教育市场 的无序扩张，市场竞争日趋激烈，漳州双语实验学校也走到了它的发展关键期， 必须对学校的战略分析的基础上进一步研究漳州双语实验学校 场竞争战略，以 适应当今资本和品牌为主题的市场竞争。 通过对漳州双语实验学校所处的外部环境和内部环境进行综合分析，重新修 正学校的战略目标，确定多元化发展战略，并在明确目标市场和市场定位基础上， 提出差异化 场竞争战略，从品牌、营销、人力资源和企业文化四个方面入手构 建学校核心竞争力，以面对竞争越来越激烈的市场环境，促进学校更好、更快的 发展。 本文对全国同类或类似的民办学校都有理论和实践的借鉴意 。 关键词：民办学校 SWOT 分析 目标市场 市场定位 竞争战略 1 Abstract Zhangzhou Bilingual Experimental School is a profit-oriented educational unit founded with the investment of Xiacheng Real Estate Development Company, Ltd of Xiamen. After 3-year developing, Zhangzhou Bilingual Experimental School has bigger scale and forms its own characterBilingual teaching. At present, it is one of the outstanding private school who provides the education of primary school, junior middle school and senior high school in ZhangZhou. However, the unordered expansion and the market competition is fiercer in ZhangZhou educational market. So ZhangZhou bilingual experimental school is in its key period of development. It need study its competitive strategy of market based on analysis of its strategy in order to cater for todays competition of brand and capital. Through comprehensive analysis of external and internal environment condition of ZhangZhou Bilingual Experimental School, it amends the strategic obj ective and confirms the diversification strategies as its whole strategy, then propose the competitive differentiation strategies of market after confirming the aim market and market orientation. In the end, it takes some measures from the brand, marketing, human resources and corporate culture four factors t