分类号密级UDCMBA学位论文F英语培训学校差异化竞争策略研究TheStudyonDiversifiedCompetitionStrategyforFEnglishTrainingSchool姓名导师姓名申请学位论文答辩日期学位授予单位学位授予日期职称工商管理硕士（MBA）2012年月日2012年月日摘要英语作为一门国际性语言，是人们学习先进科学技术和参与国际政治、经济和文化交流的重要工具。随着中外交流的日益频繁，英语在人们工作与生活中的与作用日益凸现。然而，汉语和英语属于两个不同体系的语言，两者在语音、语法上存在着很大差别，造成中国人学习英语的先天困难，并对社会英语培训产生了巨大需求。F英语培训学校创办于2002年，以雅思英语培训起步，然后相继开展了少儿英语和成人英语培训项目。面对日益激烈的市场竞争和实力强大的竞争对手，该学校实施了有效的差异化竞争策略，推动了市场份额的不断增加和品牌影响力的日益提升，较好地实现了阶段性发展目标。本文重点研究了该学校制定差异化竞争策略考虑的因素，以及如何落实差异化竞争策略等论题，以期总结经验的基础上探索规律，推进该学校市场竞争力的进一步提升。本文共分为四个部分。第一部分介绍了F英语培训学校的发展历程、组织结构和教学环境；第二部分重点分析了该学校制定差异化竞争策略考虑的市场需求、行业竞争等要素；第三部分对该学校如何实施差异化竞争策略进行了探讨；第四部分对该学校实施差异化竞争策略的效果进行了比较客观的评价。关键词：英语培训机构，差异化竞争，终身会员制，全景式教学IABSTRACTEnglishisaninternationallanguage.It’sanimportanttoolforpeopletolearnadvancedscience&technologyandparticipateininternationalpolitical,economicandculturalexchanges.WiththeincreasinglyfrequentexchangesbetweenChinaandforeigncountries,thefunctionofEnglishisbecomingmoreandmoreapparentinPeople’sworkingandliving.Nevertheless,ChineseandEnglishbelongtotwodifferentlanguagesystems,therearesignificantdifferencesinpronunciationandgrammarbetweenthem.ThishasresultedintheinnatedifficultiesoftheChinesepeopletolearnEnglish,andproducednumerousdemandsforsocialEnglishtraining.FEnglishTrainingSchoolwasestablishedin2002.TheschoolstartedformIELTStraining,thencarriedoutchildrenandadultEnglishtrainingproject.Respondingtoincreasinglyfiercemarketcompetitionandthestrongcompetitors,theschoolhasimplementedeffectivediversifiedcompetitionstrategy,thuspromotedmarketshareandbrandinfluencecontinuouslyrising.Theschoolhasachievedgoodstagedevelopmentgoals.Thethesissignificantlycentersonthetopicsthatthefactorsbeingputintoconsiderationwhendiversifiedcompetitionstrategieswasmadeup,andhowtoimplementdiversifiedcompetitionstrategies.Thepurposeofthethesisistoexplorethelawbasingonpastexperiencesummary,andpromotetheschooltofurtherenhancemarketcompetitiveness.Thisthesishasfourparts.Thefirstpartintroducesthedevelopmentprocess,organizationalstructure,teachingandlearningenvironment.Thesecondpartmainlyanalyzesthefactorsofmarketdemandandindustrycompetitionwhentheschooldevelopsdiversifiedcompetitionstrategies.Thethirdpartdiscusseshowtheschoolimplementsdiversifiedcompetitionstrategies.Thefourthpartobjectivelyevaluatestheeffectivenessoftheschool’sdiversifiedcompetitionstrategies.KeyWords:Englishtraininginstitution,Diversifiedcompetition,Lifelongmembership,FullspectrumteachingII目录1F英语培训学校简介························································11.1发展历程················································································11.1.1雅思英语培训起步········...
