随着我国在线教育用户规模的不断增加，当前在线教育欧亿·体育（中国）有限公司呈现出迅猛发 展的势头，而在线教育欧亿·体育（中国）有限公司内的企业却普遍亏损，本文选择了两家具有代表性 的在线教育企业作为研究对象，通过对二者竞争战略的实施效果进行比较研究， 进而揭示出在线教育企业普遍亏损的原因，并给出对策和建议。 本文首先运用PEST方法和波特的五力模型对两家公司的外部战略环境进 行了分析，发现了一系列有助于在线教育企业发展和有碍于其发展的因素。接 下来又从企业资源和能力两个视角出发对两家在线教育企业的内部环境进行了 分析，发现了两家企业各自的优势和劣势，并运用SWOT模型明确了两家在线 教育企业的战略选择。最后重点就两家企业的成本领先战略、差异化战略以及 集中化战略的实施成效进行了比较。依据对两家企业的竞争战略实施效果的比 较，得出如下现状评价： 首先，目前在线教育企业的服务产品多样化引导在线教育企业竞争战略的 选择多重化；其次，资本对在线教育欧亿·体育（中国）有限公司的热度很高，因此，规模较大，产品 市场占有率较高的在线教育企业融资比较容易，但获客成本普遍较高，进而提 示该类型企业的竞争战略应关注成本领先战略；最后，规模较大、实力较强的 在线教育企业服务战略实施的重点区域仍集中在一二线城市，但目前有向三四 线城市下沉的趋势。 基于以上发现，提出在线教育企业扭亏为盈的战略建议如下： 第一，在线教育企业仍要坚持产品多样化战略基础上的集中做法并在资源 的利用上向降低成本、拓展三四线城市市场等方面有所侧重；第二，在线教育 企业服务地域方面应向三四线城市下沉；第三，在线教育企业不能只运用某一 种特定的竞争战略，而应该结合市尝产品、自身资源与能力采用多样化的竞 争战略，并注意竞争战略之间的协同性；第四，在线教育企业间在竞争过程中， 应摒弃过分依赖资本的思维，加大在产品研发和服务保障上的资金投入力度， 逐步降低获客成本。 关键词：在线教育竞争战略比较研究 昆明理工大学专业学位硕士学位论文在线教育企业HL与SD公司的竞争战略实施效果比较研究 II Abstract Alongwithourcountryeducationonlineuserscaleincreasing,thecurrentonline educationindustrypresentarapiddevelopmentmomentum,andonlineeducation industrygenerallyislossofenterprise,thispaperchosetwotypicalonlineeducation companiesastheresearchobject,throughthecomparativestudyoncompetitive strategyresultsbetween,thenrevealsthecauseoftheonlineeducationenterprise widespreadloss,andgivessomecountermeasuresandSuggestions. Firstly,thispaperanalyzesthemacrostrategicenvironmentofonlineeducation enterprisesthroughPESTmethod.Throughtheanalysisoftheexternalstrategic environmentofonlineeducationenterprises,aseriesoffactorscontributingtoand hinderingthedevelopmentofonlineeducationenterprisesarefound.Then,the internalenvironmentofthetwoonlineeducationenterprisesisanalyzedfromthe perspectivesofenterpriseresourcesandcapabilities,andtherespectivestrengthsand weaknessesofthetwoenterprisesarefound.Thestrategicchoiceofthetwoonline educationenterprisesisclarifiedbySWOTmodel.Finally,thepapercomparesthe effectivenessofthecostleadershipstrategy,differentiationstrategyandcentralization strategyofthetwoenterprises,andcomparesthecomprehensivefinancialsituationof thetwoenterprisesbyusingradarchartanalysismethodaccordingtothelatest financialdataofthetwocompanies.Finally,thefollowingconclusionsarereached: First,theserviceproductsofonlineeducationenterprisesarediversified.Second, theonlineeducationenterprisecompetitionstrategychoicemultiplicity.Third,capital isveryhotforonlineeducationindustry.Itiseasierforexistingeducationenterprises withlargerscaleandhigherproductmarketsharetoraisefunds,butthecostof obtainingcustomersisgenerallyhigher.Fourth,thekeyareasofthelargerand strongeronlineeducationenterpriseservicesarestillconcentratedinthefirstand second-tiercities,andthereisatendencytosinktothethirdandfourth-tiercities. Basedontheaboveconclusions,thestrategicSuggestionsforonlineeducation enterprisestoturnlossesintoprofitsareasfollows: First,onlineeducationcompaniesshouldstilladheretothecentralizedapproach basedonproductdiversificationandfocusontheuseofresources.Second,the 昆明理工大学专业学位硕士学位论文在线教育企业HL与SD公司的竞争战略实施效果比较研究 III geographyofonlineeducationcompaniesshouldsinktothird-andfourth-tier cities.Thirdly,onlineeducationenterprisesshouldnotonlyuseaspecificcompetitive strategy,butshouldadoptdiversifiedcompetitivestrategiesincombinationwith market,products,ownresourcesandcapabilities,andpayattentiontothesynergy betweencompetitivestrategies.Fourth,intheprocessofcompetitionbetweenonline educationenterprises,theyshouldabandonthethinkingofrelyingtoomuchon capital,increasetheinvestmentinproductresearchanddevelopmentandservice guarantee,andgraduallyreducethecostofcustomeracquisition. Keywords:onlineeducation；competitivestrategy；comparativestudy 昆明理工大学专业学位硕士学位论文在线教育企业HL与SD公司的竞争战略实施效果比较研究 i 目录 摘要.................................................................................................................................I Abstract..........................................................................................................................II 第一章绪论................................................................................................1 1.1研究背景和意义............................................................................1 1.1.1研究背景...............................................................................1 1.1.2研究意义...............................................................................3 1.2国内外研究现状............................................................................3 1.2.1国外研究现状.......................................................................3 1.2.2国内研究现状.......................................................................4 1.2.3研究述评...............................................................................7 1.3研究内容与方法............................................................................8 1.3.1研究对象...............................................................................8 1.3.2研究内容...............................................................................8 1.3.3研究方法.............................................................................10 第二章关键概念界定和理论综述.........................................................11 2.1关键概念界定..............................................................................11 2.1.1在线教育.............................................................................11 2.1.2K12教育..............................................................................11 2.1.3竞争战略.............................................................................11 2.1.4比较研究法.........................................................................12 2.2PEST模型、五力模型、SWOT模型、IFE矩阵和雷达图介绍.12 2.2.1PEST模型...........................................................................12 2.2.2五种力量模型.....................................................................13 2.2.3SWOT战略分析工具.........................................................13 2.2.4IFE矩阵..............................................................................14 2.2.5雷达图分析法.....................................................................14 第三章HL与SD在线教育公司的外部环境分析................................15 3.1宏观环境分析..............................................................................15 昆明理工大学专业学位硕士学位论文在线教育企业HL与SD公司的竞争战略实施效果比较研究 ii 3.1.1政治背景.............................................................................15 3.1.2经济背景.............................................................................16 3.1.3社会文化因素.....................................................................18 3.1.4技术背景.............................................................................19 3.2欧亿·体育（中国）有限公司环境分析..............................................................................19 3.2.1HL公司欧亿·体育（中国）有限公司环境分析.......................................................19 3.2.2SD公司欧亿·体育（中国）有限公司环境分析.......................................................23 第四章HL与SD在线教育公司的内部环境分析................................26 4.1HL在线教育公司的内部环境分析.............................