近年来，教育培训产业尤其是职业教育细分市场领域欣欣向荣，同时随着大量资本的涌入，在线教育蓬勃发展，吸引了众多的创业者和投资人跨界进入教育培训领域。然而这些外来者并没有充分了解清楚教育行业的行业特征就贸然进入，难免遭受一些挫折，尝到失败的滋味。作为在行业中耕耘了十年的从业人士，希望能够对投资人甄选优秀教育培训项目、对小机构创业主往连锁发展的过程中提供小小的一点帮助。 本文以华图教育作为研究案例，首先介绍了华图教育的一些基本情况，包括公司的发展历程、主营业务、价值链与核心竞争力之所在，其中重点介绍了华图教育全国连锁直营的四百多家分支机构是如何通过财务、品牌、信息系统、干部人才等途径进行管控的。最后提出了华图教育当前面临的主要战略问题在于主营业务单一而且受政策的影响比较大、核心骨干人才存在流失的风险、全息投影与虚拟现实技术将对既有的业务形成冲击。 在解决华图的问题之前，先从宏观-中观-微观三个层面对公司做了全面的诊断分析。在充分了解华图教育所处的教育培训行业的若干特点之后，从政治、经济、社会与技术环境对产业环境做宏观分析，接着从竞争对手、供应商、购买者、新进入者、替代品五个维度研究了中观的行业环境，最后分析的是华图自身的优势、劣势与机会、威胁，从而对整个公司的状况做到了然于心。 最后根据综合分析的结果给出华图教育的战略选择：立足于职业教育，实施多元化战略实现创新多产业运营避免主营业务单一化，推动资本化战略并购上下游年龄段教育延伸产业链，迈步国际化战略冲出亚洲问鼎全球，力争到2020年实现年营收达到30亿元人民币的综合型教育培训集团。 本文期望通过对华图教育公司战略的研究，探索职业教育企业的发展之路，促进社会各界认识到职业教育培训市场健康发展的重要性，同时为投资者提供投资参考意见，避免错过教育行业的黄金十年。
In recent years, the industry of vocational education training in China has enjoyed a rapid expansion.Meanwhile, with large capital inflow, the online education industry has prospered, attracting many entrepreneurs and investors who cross over to the educational training industry.However, if these people are not familiar with the characteristics of the educational industry before they invest in it, setbacks and failures are unavoidable.As a veteran in the industry for a decade, I hope to do my bit by offering my knowledge for investors in selecting good educational training projects and for micro institutional entrepreneurs in their move towards the chain operation. With the case study of Huatu Education Group, this article first introduces the fundamentals about it, including its development history, main business, value chains as well as core competitiveness.It is focused on how the four hundred-odd branches of the Huatu Education direct chains are managed and controlled by means of finances, brands, information systems as well as the recruiting and management of cadres and talents. Before discussing the problems Huatu faces, an overall diagnosis of the company from the macro-, middle and micro-views are made.After a thorough understanding of the characteristics the educational training industry have,a macro analysis of the industry environment is made from the perspectives of politics,economy,social and technological environment,followed by a mid-level study of the trade environment from five dimensions of competitors,suppliers,buyers,new entrants and substitutes.Finally,the advantages and disadvantages as well as the opportunities and threats of Huatu are examined to present a complete picture of the company. In the end,a strategic choice for Huatu is offered according to the comprehensive analysis:based on vocational education,Huatu should implement the strategy of diversification,capitalization and internationalization,in a bid to become a comprehensive educational training group with an annual revenue of 3 billion RMB by 2020. Through a study of the corporate strategy of Huatu Education,this article is aimed to explore the development path of educational training businesses,raise the awareness of the whole society on the importance of the healthy development of the vocational training market and provide suggestions for investors so as not to miss the golden decade of the educational industry.
