国内职业资格培训市场战略发展研究

硕士研究生学位论文题目：国内职业资格培训市场战略发展研究姓名：林海培学号：1301214044院系：汇丰商学院专业：工商管理研究方向：导师姓名：岑维二〇一五年六月摘要I摘要自从94年职业资格证书制度被写入劳动法，国内职业资格培训市场已经快速发展了二十一年，在市场渐趋成熟的同时，也出现了证出多门，不合法机构冒充权威等社会乱象。本文的目的在于通过对整个国内职业资格培训市场的整体状况，以及各培训机构战略发展的思考和研究，从而可对整个行业的整体提升提出可行的建议和措施，得到一些有意义的、对中小职业资格培训机构的有效结论。在论证过程中，本文通过采用杜邦分析法和比率分析法分析案例企业的财务状况，以及运用SWOT分析法分析案例企业的竞争情况。同时，为了解决案例企业的经营困境，本文还运用了3C模型从公司战略，顾客战略，竞争者战略三个方面全面剖析案例企业情况，提出了解决方案。研究表明，我国政府鼓励推动职业资格培训市场的发展，培训需求会逐渐旺盛，在此过程中，专注于小众市场的专业化更高的培训机构将会有大的发展空间。特色化的培训机构竞争力更强。最后，本文提出，中小规模的职业资格培训机构面临的市场冲击很大，包括学历教育培训机构的横向竞争以及愈演愈烈的价格战等，使得盈利空间日益狭窄。在此情况下，国内职业资格培训机构应该合理构建自己的战略体系，寻找自己的特色，进行创新和变通，比如摆脱对传统的工艺型职业工种的依赖，力求在新职业工种等新领域取得突破等。关键词：职业资格，职业资格培训市场，战略，特色化北京大学硕士学位论文IIstrategyofvocationalqualificationtrainingfirmHaipeiLIN(MBA)DirectedbyProfessorWeiCENABSTRACTSincethevocationalqualificationcertificatesystembeingwritteninthelaborlawin1994,thenationalvocationalqualificationtrainingmarkethasrapidlydevelopedfor21years.Withthematurityofthevocationalqualificationsmarketincreases,thecompetitionamongfirmsbecomemoresevere.Thepurposeofthispaperistostudythestrategicdevelopmentofadomesticvocationalqualificationtrainingfirmfromoverallperspectiveandthevarioustrainingsituations.Bydoingthat,thisstudyshedslightsonthedevelopmentofthetraininginstitutionssuchassmallandmediumvocationalqualificationsinstitutions.Thispaperfirstreviewstheexistingliteratureandthenanalyzesthefinancialsituationoffirmsbeinginvestigated(alargepublicfirmandasmallprivatefirm)byDuPontFinancialAnalysisandratioanalysis,SWOTanalysis.Inaddition,thisstudyalsoappliesthe3C'sStrategicTriangleModelfromthecompany'sstrategy,customerstrategy,competitor’sstrategytodevelopstrategies.Thisstudyfindsthatthesmallandmediumsizedprofessionalqualificationinstitutionswillfaceseverecompetitioninthemarketsothattheprofitabilitywillbecomeincreasinglynarrowed.Inthiscase,nationalvocationalqualificationsystemoftraininginstitutionsshouldestablishitsownstrategy,andlookfortheirowncharacteristics,innovationandadaptation,suchasreducedependenceontraditionaltechnologyjobs,andstrivetoachievebreakthroughsinnewareas.Bygivingstrategicrestructureandcustomerpositioning,alongwithreframingorganizationalstructureandperformanceevaluationsystem,thisstudydocumentspositiveincreasesinfinancialperformanceofthesmallvocationalqualificationinstitutions.Asasummary,thisstudyprovidesadditionalevidenceonthestrategicdevelopmentofsmallandmedianvocationalqualificationinstitutions.KEYWORDS:Qualification,Vocationalqualificationtrainingmarket,Strategy目录III目录第一章绪论..........................................................................................................................11.1研究背景及意义.........................................................................................................11.1.1研究背景...............................................................................................................11.1.2研究意义...............................................................................................................31.2论文研究的研究思路、研究框架、研究方法及创新点.........................................41.2.1论文的研究思路...................................................................................................41.2.2论文的研究框架...................................................................................................41.2.3论文的研究方法...................................................................................................51.2.4论文的重要发现...................................................................................................51.2.5论文的创新点.......................................................................................................6第二章中外文献综述..........................................................................................................72.1国外文献综述.............................................................................................................72.2国内文献综述.............................................................................................................72.3主要理论和方法.........................................................................................................9第三章行业分析................................................................................................................123.1中国职业资格培训市场的历史发展和现状...........................................................123.2中国职业资格培训机构的概念...............................................................................133.3中国现行的职业资格制度的优势和弊端...............................................................133.3.1中国现行的职业资格制度的优势.....................................................................133.3.2中国现行的职业资格制度的弊端.....................................................................143.4中国职业资格培训机构面临的挑战.......................................................................153.4.1不创新无以求长期发展.....................................................................................153.4.2摆脱传统的工艺型职业工种.............................................................................153.4.3如何转向新职业工种..............................................................................