摘 要
随着我国教育培训市场竞争日趋激烈，如何提高组织竞争力成为苏润成人高等教
育培训机构（以下简称苏润教育）的战略性问题，为此本文在对苏润教育内外环境的
分析的基础上，提出苏润教育应选择的基本市场竞争战略。文章首先在文献综述中对
国内外成人高等教育和相关的市场战略理论进行分析，找出本文论述的理论基础和研
究路线；其次从市场竞争战略的角度，运用相关理论知识，分析了苏润教育外部环境
因素对市场战略的影响，同时对苏润教育的组织结构及其优、劣势等方面进行了深入
的研究与探讨，在丰富、详实的分析基础上最后得出研究结论，即苏润教育多元化的
的市场竞争战略，其实现途径为：市场渗透战略路径、市场开拓战略路径、混合市场
战略路径。由于本研究的作者是在苏润教育管理岗位的实际工作岗位上，因此本文的
成人高等教育市场竞争战略的研究成果对苏润教育有着直接的指导作用，同时对成人
高等教育培训机构的从业者及研究者也具有一定的借鉴和参考价值。
关键词：成人高等教育；市场竞争战略；市场战略选择
ABSTRACT
With an increasingly competitive education competing market in China, how to
improve the competitiveness of organizations is becoming Su Run adult education training
institutions (hereinafter referred to as Su Run education) strategic issues, for which this
article through the Su Run analysis of internal and external environment of education, make
Su Run education should choose basic competition strategy.Articles in the literature review
first and market strategy analysis theory in adult higher education at home and abroad, to
find this article discusses research on theoretical basis and routes;Second from market
competition strategy of angle, using related theory knowledge, analysis has Su Run
education external environment factors on market strategy of effect, while on Su Run
education of organization structure and excellent, and disadvantage, area for has in-depth of
research and discussion, in rich, and informative of analysis based Shang finally concluded
that research conclusions, Su Run education of market competition strategy path for:
market penetration strategy path, and market develop strategy path, and mixed market
strategy path.As the study conclusion is based on writer Su Run education management
position on market competition strategy of adult higher education in the practical work of
universal research, therefore, the results of its research to the Su Run education has a direct
steering role, while on training institutions of adult higher education practitioners and
researchers with some experience and reference value.
Key word： Adult higher education market competing strategy selection of marketing
strategy