| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-20页 |
| Chapter 1 Introduction | 第20-32页 |
| 1.1 Research Background and Significance | 第20-24页 |
| 1.1.1 Research Background | 第20-23页 |
| 1.1.2 Research Significance | 第23-24页 |
| 1.2 Research status in Domestic and abroad | 第24-29页 |
| 1.2.1 Research Status in Domestic | 第24-26页 |
| 1.2.2 Research Status Abroad | 第26-28页 |
| 1.2.3 Research Summary | 第28-29页 |
| 1.3 Research Route and Methods | 第29-30页 |
| 1.3.1 Research Route | 第29页 |
| 1.3.2 Research Methods | 第29-30页 |
| 1.4 Research Innovation | 第30-32页 |
| Chapter 2 Conceptual Definition and Theoretical Basis | 第32-57页 |
| 2.1 K12 Education Concepts and Classifications | 第32-39页 |
| 2.1.1 Related Concepts | 第32页 |
| 2.1.2 Classification of Educational Training Market | 第32-33页 |
| 2.1.3 Developmental Strategy | 第33-39页 |
| 2.2 Concepts and Theory of Strategic Management | 第39-52页 |
| 2.2.1 Related Concepts | 第39页 |
| 2.2.2 Theory of Enterprise Strategic Management | 第39-45页 |
| 2.2.3 The theory of Enterprise Strategic Transition | 第45-48页 |
| 2.2.4 PEST Analysis Tool | 第48-51页 |
| 2.2.5 Principal Component Analysis | 第51-52页 |
| 2.3 Concepts and Theory of Enterprise Life Cycle | 第52-57页 |
| 2.3.1 Related Concepts | 第52-55页 |
| 2.3.2 Correlation Theory | 第55-57页 |
| Chapter 3 Strategic Environment Analysis of K12 Training Institutions inHuizhou City | 第57-76页 |
| 3.1 Historical Evolution of K12 Off-line Training Market | 第57-58页 |
| 3.2 General Situation of K12 Educational Institutions in Huizhou City | 第58-60页 |
| 3.3 PEST Analysis of Macro Environment | 第60-70页 |
| 3.3.1 An Analysis of the Political Environment of K12 Education Market | 第60-67页 |
| 3.3.2 An Analysis of the Economic Environment of K12 Education Market | 第67-69页 |
| 3.3.3 An Analysis of the Social and Cultural Environment of K12Education Market | 第69页 |
| 3.3.4 Technical Environment Analysis of K12 Education Market | 第69-70页 |
| 3.4 Analysis of Internal Influencing Factors of K12 Training Institutions inHuizhou City | 第70-76页 |
| 3.4.1 Variable Design and Data Collection | 第71-72页 |
| 3.4.2 Principal Component Analysis | 第72-75页 |
| 3.4.3 Explanation of Sample Principal Component Analysis Results | 第75-76页 |
| Chapter 4 SWOT Analysis of K12 Training Institution of Huizhou WenchuangEducation Group | 第76-95页 |
| 4.1 Brief Introduction of Wenchuang Education Group | 第76-77页 |
| 4.2 Analysis of the Strength and Weakness of Huizhou WenchuangEducation Group | 第77-84页 |
| 4.2.1 The Strength of Huizhou Wen Chuang Education Group | 第77-80页 |
| 4.2.2 The Weakness of Huizhou Wenchuang Education Group | 第80-84页 |
| 4.3 Analysis of Opportunity Huizhou Wenchuang Education Group | 第84-88页 |
| 4.3.1 Market Development Opportunities | 第84-85页 |
| 4.3.2 National Management Policy Opportunities | 第85-87页 |
| 4.3.3 Technology Development Opportunities | 第87-88页 |
| 4.4 Treats Faced by Huizhou Wenchuang Education Group | 第88-92页 |
| 4.4.1 Huizhou Wenchuang Education Group's Interior Treats | 第88-90页 |
| 4.4.2 Treats From Competitors | 第90页 |
| 4.4.3 Treats From Substitutes | 第90-91页 |
| 4.4.4 Treats From the Development of Technology | 第91-92页 |
| 4.5 SWOT Analysis Combination of Huizhou Wenchuang Education Group | 第92-95页 |
| Chapter 5 Suggestions on The Development Strategy of Huizhou WenchuangEducation Group | 第95-107页 |
| 5.1 Product Strategy | 第95-98页 |
| 5.1.1 Scientific and Reasonable Course Design | 第96-97页 |
| 5.1.2 Rich in Course Add-on Products | 第97-98页 |
| 5.2 Brand Strategy | 第98-101页 |
| 5.2.1 Multiple Media Campaigns Simultaneously | 第98-99页 |
| 5.2.2 Good at Promoting Through Students and Parents | 第99-100页 |
| 5.2.3 Consultation Meeting and Free Public Class | 第100-101页 |
| 5.3 Price Strategy | 第101-104页 |
| 5.3.1 Course Pricing Needs to Consider Multiple Factors | 第102页 |
| 5.3.2 Course Pricing Needs to be Combined With Reality | 第102-104页 |
| 5.4 Construction and Management Teachers | 第104-107页 |
| 5.4.1 Construction of Teachers | 第104-106页 |
| 5.4.2 Management of Teachers | 第106-107页 |
| Chapter 6 Conclusions and Prospects | 第107-110页 |
| 6.1 Conclusions | 第107-109页 |
| 6.2 Prospects | 第109-110页 |
| 6.2.1 Width | 第109页 |
| 6.2.2 Depth | 第109-110页 |
| References | 第110-112页 |
