中国基础教育软件行业的发展战略.pdf

对外经济贸易大学
硕士学位论文
中国基础教育软件行业的发展战略
姓名:陈红军
申请学位级别:硕士
专业:企业管理
指导教师:任冠华
20050401
论文提要

本文旨在利用战略管理理论对中国基础教育软件行业以下简称教育软件
行业进行系统分析的基础上对该行业的发展战略进行探讨
教育软件行业是指基于计算机和网络技术平台以中国基础教育领域的实
际应用为目标以中小学学校教育管理机构中小学教师学生及家长为用户
的软件开发服务行业行业基本状况是行业已经趋于成熟产品系列完整
市场需求强劲且不断增长个人需求大于学校机构的需求而成为未来的方向且
存在巨大的地域差异面临知识产权保护问题
对教育软件行业进行战略环境分析得出在外部宏观环境方面政府支持
教育现代化和信息化国力不断增强社会有重视教育的风尚计算机技术的发
展对教育信息化提供了完善支持在行业直接环境方面目前行业处于成长期向
成熟期的过渡阶段存在进入障碍基本无退出障碍在行业内部竞争结构来看
行业内部竞争强度不大进入障碍高造成外来威胁小替代品和上游供应商没有
竞争力影响最大的是购买者强大的购买力和讨价还价能力在行业内部环境方
面多数企业缺乏明确的战略规划低水平重复开发和同质化现象严重营销能
力普遍较弱普遍面临资金压力
本文认为行业领先企业适宜采用相关多元化战略寻找新的利润增长点
并分散企业经营风险中小企业适宜采用差异化的重点集中战略在自身有竞争
力的细分市场里巩固优势
2
Abstract

Based on systematic analysis on Chinese fundamental educational software industry with strategic
management theory, this thesis will try to discuss industrial status and developing strategies.

Aiming at assistance to Chinese fundamental education, the fundamental educational software
industry develops products and supplies service to schools, educational institutes, teachers,
students and their parents. This industry plete product line and increasing market demands.
The personal demands are stronger than institutes and will lead the developing trend despite of
huge regional diversity. The intellectual property protection is another important issue in this
industry.

With strategic environment analysis on educational software industry, we can conclude the
following points. For external environment, the government supports to develop educational
modernization, and rapid growing economy keeping enhance the national power. Chinese
traditional recognition on education still influence the society, puter technology have
developed enough to meet all different demands of Chinese local education. For petitive
environment of the industry, it’s growing up towards maturity period, there are some entry barriers,
almost without exit barriers. For the petitive structure, there is