目前随着互联网技术的不断发展，在线教育也越来越普及，许多传统教 育也纷纷向线上转移，在线市场规模不断扩大，如何让机构发展壮大，成为 在线教育机构面临的重要问题。 随着公考热的不断升温，越来越多的公考机构出现，公考培训市场竞争 日益激烈。公考在线培训虽然相比其他欧亿·体育（中国）有限公司出现的较晚，但是，近几年的竞 争也越来越激烈，除了原有传统机构不断向线上转移，还不断有新进入者。 LZ 在线公考培训机构成立于 2016 年，是一家专门做公务员在线培训的线上 教育机构，现以微信小程序做平台。经过几年的发展，虽然有了一定的成绩， 但是想要进一步发展壮大，必须要制定符合其自身情况的发展策略。本文的 目的就是通过分析找到其发展策略。 本文首先阐述了选题的背景、目的和意义并介绍了主要的研究内容，其 次对 LZ 在线公考培训机构的发展环境进行分析，通过对机构的发展现状、 组织架构、用户数据以及机构的各项能力等内部环境进行分析，提出了机构 自身在目前发展中存在的问题，对产生问题的原因进行了分析。并对机构的 外部发展环境、竞争环境以及公考欧亿·体育（中国）有限公司的需求进行了分析，认为 LZ 在线公 考培训机构发展的机会和威胁并存，优势与劣势并存。最后本文通过以上的 分析提出了符合机构实际情况的发展策略，机构应该在不断提高产品质量和 丰富产品内容的同时，降低成本，研发差异化的产品，增加营销渠道和营销 活动，开展线下面试课程增加营收，增加公司融资和团队建设，以保证能够 满足机构不断发展的需要，并提出了应从人力资源、资金两方面为机构的发 展给予保障。 关键词：在线教育；公务员考试；发展环境；发展策略哈尔滨工业大学工商管理硕士学位论文 - II - Abstract At present, with the continuous development of Internet technology, online education is becoming more and more popular. Many traditional education has been transferred to online platform, and the scale of the online education is constantly expanding.How to flourish has become an important problem for online education company. With the increasing popularity of civil servant exam, there are more and more company appear, and the competition is becoming increasingly fierce. Although the online training of public examination appears later than other industries, the competition is becoming more and more fierce in recent years.In addition to the original traditional company continue to move to the line, there are many new entrants. LZ online education company was established in 2016, is a professional online training of civil servants online education institutions, the company is now using WeChat Mini Program as the platform after several years of development, it has developed to a certain extent, but if it wants to further develop and strengthen, it must find out development strategies in accordance with their own conditions. The purpose of this paper is to find out its development strategy. In this paper, the background and significance of the topic are described at the first, and the main research contents are introduced. Secondly, the paper analyzed the development environment of LZ online education company. Based on the analysis of the internal environment, such as the development, the structure, the data of users, and the ability of the company, The existing problems in the current development are put forward, and the causes of the problems are analyzed. This paper also analyzes the external development environment, competition environment and the demand of the civil servant exam education. It is concluded that the opportunities and threats of the development of the company coexist, the advantages and disadvantages coexist.Finally, through the above analysis, this paper puts forward the development strategy in line with the actual situation of the company. The company should constantly improve the product quality and enrich the content of the product, at the same time, reduce哈尔滨工业大学工商管理硕士学位论文 - III - the cost, develop differentiated product, increase marketing channels and marketing activities, the company could start an traditional interview courses to increase revenue. The company should increase corporate financing, and team building to ensure that it can meet the evolving needs of the company.It also puts forward that the development of the organization should be guaranteed from the two aspects of human resources and capital. Keywords: online education, civil servant exam, development environment, development strategy哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 研究背景...............................................................................................................1 1.2 研究目的和意义..................................................................................................2 1.3 国内外研究现状..................................................................................................2 1.3.1 国内研究现状..............................................................................................2 1.3.2 国外研究现状..............................................................................................4 1.3.3 国内外文献综述..........................................................................................5 1.4 研究内容及研究方法.........................................................................................6 1.4.1 研究内容.......................................................................................................6 1.4.2 研究方法.......................................................................................................6 第 2 章 LZ 在线公考培训机构发展现状及存在问题分析....................................8 2.1 LZ 在线公考培训机构简介..............................................................................8 2.2 LZ 在线公考培训机构发展现状......................................................................9 2.2.1 产品及服务现状..........................................................................................9 2.2.2 机构内部结构现状....................................................................................10 2.2.3 机构能力现状............................................................................................11 2.3 LZ 在线公考培训机构存在问题分析...........................................................11 2.3.1 产品设置不科学........................................................................................11 2.3.2 营销力度弱................................................................................................ 15 2.3.3 平台用户体验度不高...............................................................................19 2.3.4 师资水平有待提高....................................................................................20 2.4 LZ 在线公考培训机构存在问题产生原因分析..........................................20 2.4.1 对用户需求和特点分析不足.................................................................. 21 2.4.2 缺少营销意识和有经验的营销团队..................................................... 21 2.4.3 技术水平限制............................................................................................22 2.4.4 财务能力有限............................................................................................22 2.5 本章小结............................................................................................................ 23 第 3 章 LZ 在线公考培训机构发展环境分析....................................................... 24哈尔滨工业大学工商管理硕士学位论文 - V - 3.1 PEST 分析..........................................................................................................24 3.1.1 政治环境分析............................................................................................24 3.1.2 经济环境分析............................................................................................25 3.1.3 社会环境分析........................................