【摘要】：隨著知識經(jīng)濟網(wǎng)絡時代的到來，家長對孩子教育的理念在不斷更新，兒童早期教育服務市場也在不斷擴大，兒童繪本圖書的異軍突起推動了“兒童繪本館”這種新興教育服務類企業(yè)的產(chǎn)生。不管大、小、強、弱，面臨當今的經(jīng)濟型社會，企業(yè)都應該為自己的發(fā)展制定戰(zhàn)略性的規(guī)劃。而對于新興弱勢企業(yè)來講，發(fā)展戰(zhàn)略的研究與制定有著非常重要的作用和意義。在新疆石河子市這一特殊地理位置下，米奇兒童繪本館面對市場培育期的資金鏈負擔較重、人力資源匱乏、被服務人群產(chǎn)品價值意識不強、教育效果周期長、專業(yè)性服務質(zhì)量有待提高等情況，如何生存發(fā)展，成為本文研究的主題。 本文首先介紹了國內(nèi)外戰(zhàn)略管理理論研究的動態(tài)及趨勢，詳細介紹了其中的競爭戰(zhàn)略的理論發(fā)展歷程、類型及分析工具，作為企業(yè)競爭戰(zhàn)略分析、選擇和實施的理論基礎。其次分析了米奇兒童繪本館的經(jīng)營模式和現(xiàn)狀，使用“五力分析模型”和SWOT矩陣分析法，針對新疆石河子市米奇兒童繪本館的外部環(huán)境、內(nèi)部資源和市場競爭能力等方面進行梳理和分析，得出：在石河子市人民整體經(jīng)濟水平提高、精神文化方面有需求的環(huán)境下，培育和開發(fā)石河子市兒童繪本館市場成為米奇兒童繪本館的首要任務，依靠企業(yè)自身擁有的先進早期教育理念和較強的課程開發(fā)、活動組織能力，積極爭取各方面有利資源，建立健全服務為先的營銷理念，才能打開進一步發(fā)展的局面。 針對企業(yè)目前發(fā)展的狀態(tài)，本文通過理論與實踐相結(jié)合的分析方法，為米奇兒童繪本館設計了：專業(yè)化服務戰(zhàn)略、無形包裝戰(zhàn)略、社區(qū)連鎖戰(zhàn)略、行業(yè)內(nèi)合作戰(zhàn)略、營銷創(chuàng)新戰(zhàn)略、爭取政政策扶持戰(zhàn)略。根據(jù)其現(xiàn)階段發(fā)展狀況，量身定制了具體的發(fā)展戰(zhàn)略實施方案，并進一步討論了戰(zhàn)略方案實施保障措施，為石河子市米奇兒童繪本館指引了發(fā)展方向，明確了發(fā)展目標，，促進米奇兒童繪本館走向健康、可持續(xù)發(fā)展的道路。
[Abstract]:With the advent of the era of knowledge economy network, parents' concept of children's education is constantly updated, and the early childhood education service market is also expanding. The emergence of children's picture books promotes the emergence of children's picture library, a new educational service enterprise. No matter big, small, strong, weak, faced with today's economic society, enterprises should make strategic plans for their own development. For the emerging vulnerable enterprises, the research and formulation of development strategy has a very important role and significance. Under the special geographical position of Shihezi City, Xinjiang, Mickey Children's painting Museum is faced with the heavy burden of capital chain in the period of market cultivation, the shortage of human resources, the weak sense of product value of the people served, and the long period of educational effect. Professional service quality needs to be improved. How to survive and develop has become the subject of this paper. This paper first introduces the trends and trends of the research on the theory of strategic management at home and abroad, and introduces in detail the development course, types and analysis tools of the theory of competition strategy, which serves as the theoretical basis for the analysis, selection and implementation of the competitive strategy of enterprises. Secondly, this paper analyzes the management mode and present situation of Mickey Children's painting Museum, and uses "five Forces Analysis Model" and SWOT Matrix Analysis method, aiming at the external environment of Mickey Children's painting Museum in Shihezi City, Xinjiang. Through combing and analyzing the internal resources and market competition ability, it is concluded that under the circumstances of the improvement of the overall economic level of the people of Shihezi City and the spiritual and cultural needs, Cultivating and developing the market of Shihezi children's painting hall has become the first task of Mickey children's painting museum. Relying on the advanced early education concept and strong curriculum development, the enterprise has the ability to organize activities and strive for all kinds of favorable resources Only by establishing and perfecting the marketing concept of service first can we open up the situation of further development. In view of the current development of enterprises, this paper, through the combination of theory and practice, designs the following strategies: specialized service strategy, intangible packaging strategy, community chain strategy, intra-industry cooperation strategy, etc. Marketing innovation strategy, strive for political policy support strategy. According to its current development situation, the specific development strategy implementation plan is customized, and the safeguard measures for the implementation of the strategy plan are further discussed, which has guided the development direction and defined the development goal for Mickey Children's Library in Shihezi City. Promote Mickey Children painting Museum towards healthy and sustainable development.
【學位授予單位】：石河子大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G239.2-F

【參考文獻】

相關期刊論文 前10條

1 ;中國兒童圖書走出去問卷調(diào)查和中外童書文化差異分析[J];出版廣角;2009年06期

2 劉音;;繪本的熱效應與兩極反思[J];廣東印刷;2011年03期

3 陳暉;;論繪本的性質(zhì)與特征[J];海南師范學院學報(社會科學版);2006年01期

4 耿明磊;;繪本閱讀對兒童發(fā)展的重要性分析及教育建議[J];湖南科技學院學報;2010年10期

5 李瑛;;淺析當代繪本興盛原因[J];南昌教育學院學報;2011年08期

6 趙波;企業(yè)五層次成長理論探究[J];理論探討;2005年04期

7 廖宏歡;;淺析兒童繪本圖書的現(xiàn)狀[J];內(nèi)蒙古科技與經(jīng)濟;2011年22期

8 張曼玲;;國外兒童繪本中的圖書館形象賞析[J];圖書館雜志;2011年11期

9 王彥峰;唐彬;;幼兒品格教育:繪本閱讀的作用[J];現(xiàn)代閱讀(教育版);2011年12期

10 楊玉潔,張穎;90年代的美國兒童圖書市場[J];中國電子出版;1998年01期

本文編號：2150505