教育欧亿·体育（中国）有限公司是十大朝阳欧亿·体育（中国）有限公司之一，历来受到政府、社会以及家庭的重视。一方面， 公立教育作为教育的主体，强国战略的一部分，在国民素质的提升、人才的培养、科 技的发展等诸多方面起着积极的促进和推动作用；另一方面，作为公立教育的重要补 充，私立教育满足了各类人群对教育的进一步需求。在社会变革的不断影响下，私立 教育越来越受到人们的推崇，各类教育培训机构遍布全国各地。 放眼内蒙古地区，既有针对中小学课程辅导的教育培训企业，也有聚焦大学生考 级、考研的教育培训企业，还有专注职场提升的教育培训企业。众多的教育培训企业 使得教育培训市场越来越精细化，彼此间的竞争也越来越激烈。如何利用自身优势和 外部机会更好地寻求发展，是各个教育培训企业需要关注的问题。 本文对内蒙古第五维信息技术有限公司（以下简称第五维公司）的发展战略进行 了研究。通过访谈法、文献阅读法、诊断研究法和战略分析工具，结合第五维公司的 内外部环境分析和综合评价，利用 SWOT 矩阵，本文对该公司进行了发展战略定位 和发展战略选择，得出了适合该公司发展的公司层战略、业务层战略和职能层战略， 并对第五维公司的发展战略提出了实施与保障措施。 本文既有助于第五维公司明确公司战略定位和经营方向，更好地制定目标规划， 也有助于第五维公司在更好地满足市场需求的同时，获得更多的收益。另外，本文也 为其他教育培训公司的战略选择和战略制定提供了思路与参考。 关键词，教育培训; 发展战略; 战略选择内蒙古工业大学硕士学位论文 II Abstract Education industry as one of the ten sunrise industries , has been taken more seriously all the time for government, society and family. On the one hand, public education, as the main body of education and part of the Talent Strategy for Powerful Nation, plays an active role in promoting quality of the nation, the training of talents, and the development of science and technology; on the other hand, as an important supplement to public education, private education meets the further needs of all kinds of people for education. Under the constant influence of social change, private education is more and more respected by people, and various education and training institutions are all around the country. Looking at Inner Mongolia, there are not only education and training institutions for curriculum guidance in primary and secondary schools, but also education and training institutions focusing on level examinations and postgraduate entrance examination. Numerous education and training enterprises makes educational and training markets more and more refined, and the competition among them is becoming more and more fierce. How to make better use of their own advantages and external opportunities to seek development is the primary issue for every educational and training enterprise. This paper takes Inner Mongolia Fifth Dimension Information Technology Co., Ltd (hereinafter referred to as Fifth Dimension Company) as an subject for study. Through interviews, literature reading, diagnostic research methods and strategic analysis tools, combined with internal and external environment analysis and comprehensive evaluation , using SWOT matrix, This article has carried on the development strategic orientation and the development strategy choice, including company level strategy, business level strategy and function level strategy. And then the implementation and safeguard measures of the Fifth Dimension Company’s development strategies are put forward. This paper will help Fifth Dimension Company to clarify the company’s strategic position and direction of operation, and better formulate the goal plan. This paper will also help Fifth Dimension Company to better meet the market demand, at the same time, to obtain more revenue. Besides, this paper will provide ideas and references for other education and training companies to choose and formulate strategies. Key words: education and training; development strategy; strategic choice内蒙古工业大学硕士学位论文 III 目 录 摘要.......................................................................................................................................I Abstract..................................................................................................................................II 第一章 绪论..........................................................................................................................1 1.1 研究背景.....................................................................................................................1 1.2 研究目的和意义.........................................................................................................2 1.2.1 研究目的..............................................................................................................2 1.2.2 研究意义..............................................................................................................2 1.3 国内外战略研究动态.................................................................................................3 1.3.1 国外战略研究动态..............................................................................................3 1.3.2 国内战略研究动态..............................................................................................5 1.4 研究内容、方法与技术路线.....................................................................................6 1.4.1 研究内容..............................................................................................................6 1.4.2 研究方法..............................................................................................................7 1.4.3 技术路线..............................................................................................................7 第二章 相关理论综述..........................................................................................................9 2.1 企业战略综述.............................................................................................................9 2.1.1 企业战略—概念和层次......................................................................................9 2.1.2 企业战略类型....................................................................................................10 2.1.3 企业战略管理过程............................................................................................14 2.2 企业战略分析工具...................................................................................................15 2.2.1 宏观环境分析工具—PEST 模型.......................................................................15 2.2.2 欧亿·体育（中国）有限公司环境分析工具—波特五力模型................................................................16 2.2.3 内外部环境评价工具........................................................................................17 2.2.4 战略选择工具—SWOT 矩阵.............................................................................19 2.2.5 各工具在战略分析中的关系............................................................................19 第三章 第五维公司简介和内外部环境分析....................................................................21 3.1 第五维公司简介.......................................................................................................21 3.1.1 公司简介............................................................................................................21内蒙古工业大学硕士学位论文 IV 3.1.2 公司目前存在的问题........................................................................................22 3.2 第五维公司外部环境分析.......................................................................................23 3.2.1 宏观环境分析....................................................................................................24 3.2.2 教育培训欧亿·体育（中国）有限公司分析............................................................................................27 3.2.3 竞争环境分析....................................................................................................29 3.2.4 第五维公司外部环境评价................................................................................33 3.3 第五维公司内部环境分析.......................................................................................35