網龍華漁教育發展戰略研究

教育資訊化的快速發展吸引了越來越多的行業外企業進入到K12線上教育領域，然而行業複雜的特性、激烈的競爭，註定有相當數量的K12線上教育企業以失敗收場。因此，分析線上教育企業面臨的內外部發展環境，形成企業自身的發展戰略尤為關鍵。本文以網龍華漁教育為研究個案，運用企業戰略管理相關理論和工具，對其發展中所面臨的內外部環境進行分析，歸納得出企業發展戰略，並據此提出具體的實施措施。首先，利用PEST、五力模型、SWOT等戰略分析工具對網龍華漁教育的內外部環境進行了深入分析。在K12線上教育市場上，網龍華漁教育面臨著諸如國家對教育資訊化的大力支持、教育改革催生需求、K12線上教育行業發展潛力巨大、技術升級等發展機會，同時也要看到互聯網巨頭涉足線上教育、商業模式不成熟、使用者對線上教育的擔憂等因素阻礙網龍華漁教育的發展。網龍華漁教育應當充分利用自身豐富的內容資源、合理的人力資源管理、與著名高校合作帶來的資源優勢等優勢，發揮優勢抓住市場機遇。其次，提出網龍華漁教育在總體戰略上選擇一體化發展戰略，集中優勢資源到K12線上教育領域。從銷售收入、市場佔有率、品牌、競爭等方面詳細設計2018-2022年戰略目標，並闡釋公司層和職能層的發展戰略方案。最後，為了確保網龍華漁教育發展戰略的順利實施，從人力資源、組織結構、風險管理、技術創新、文化建設等方面提出實施保障。

關鍵字

K12線上教育；企業戰略；戰略實施

並列摘要

Under the background of educational information construction, K12 online education market has grown huge rapidly, which attracts more and more factors of production into this field. However, due to the complex characteristics of the industry and fierce market competition, a significant number of K12 online education enterprises are doomed to fail. Therefore, it is necessary to explore the development strategy of online education enterprises. Based on the ‘Elernity education’ case study, this paper focuses on the current development status and problems of the industry and analyzes the internal and external environment in the development of the industry by using the theories and tools related to strategic management and proposes specific implementation measures. Firstly, strategic analysis tools such as PEST, five forces model and SWOT are used to analyze the internal and external environment of Elernity education. In the K12 online education market, Elernity education is facing lots of development opportunities such as strong national support of educational informationization, demand for education reform, huge potential for development of K12 online education industry, technology upgrading and so on. At the same time, it should also be seen that Internet giants involved in online education, immature business model and online users’ worries have also become obstacles to the development of Elernity education. Elernity education should make full use of its rich content resources, reasonable human resource management and resource advantages brought by cooperation with famous universities to seize market opportunities. Secondly, it is proposed that Elernity education should choose the integrated development strategy on the overall strategy and concentrates superior resources to the area of K12 online education. The strategic goals for 2018-2022 should be designed from several dimensions such as the sales revenue, market share, brand, competition and others. Moreover, the plan of the developing strategy should be expounded form the company level and the functional level. Finally, in order to ensure the smooth implementation of the development strategy of Elernity education, the implementation safeguards are proposed from the aspects of human resources, organizational structure, risk management, technological innovation and cultural construction.