新东方集团核心竞争力确立及提升策略研究

摘  要
核心竞争力是企业竞争优势的来源，能否成功获取并不断提升自身的核心竞争力，是企业能够在当今这个产品生命周期日益变短、技术与环境飞速变化的竞争市场获取生存发展能力的关键。
新东方教育科技集团由一家创办之初只有二三十人的语言培训学校发展至2006年9月7日在美国证交所挂牌上市。如今的新东方正处于进一步扩张并推广其品牌的道路上。而现在的教育市场上，各种规模的培训类机构层出不穷，其中又不乏环球雅思、巨人教育、英孚教育这样强劲有力的竞争对手对新东方构成威胁。新东方要想进一步取得业绩，就要明确并且提升企业的核心竞争力。
本文在应用核心竞争力有关理论的基础上，采用新东方教育科技集团作为研究对象，分析了集团所处的教育培训产业及面临的同业竞争对手，以及新东方企业现状及存在问题，借助价值链分析工具确立了集团现有核心竞争力，并在对现有核心竞争力具备的特性作出评价的基础上提出了集团核心竞争力的提升策略——增加研发投入，加强营销活动进一步推广品牌，注重企业文化建设。

关键词　核心竞争力；价值链分析；教育培训；新东方集团
Research on the Establishment and Promotion Methods of New Oriental’s Core Competitiveness
Abstract
Core competitiveness is a source of competitive advantage, It’ s the key point that whether an enterprise can successfully get and continue to enhance the core competitiveness in order to get survival and development capacity in today’s competitive market with increasingly shorter product life cycles and rapidly changing technology.
New Oriental develops from a language training school with only 20 to 30 members to the appearance in the U.S. stock exchange listing on September 7, 2006. Today's New Oriental is in further expansion and on the road of promoting its brand. In the education market nowadays, various training institutions with different scales keep springing up, among which are some strong competitors such as Global IELTS, Giant Education and EF Education threatening New Oriental. Thus, if New Oriental wants further achievements, it must establish and promote its core competitiveness.
This paper, based on core competitiveness related theory, takes New Oriental as research object, analyses education industry, enterprise’s competitors, enterprise’s current situation and existing problems, defines New Oriental’s current core competitiveness by using value chain analysis, and raises several methods of promoting New Oriental’s core competitiveness on the base of evaluating features of current core competitiveness. The methods are to increase R&D investment, strengthen the marketing activity to further promote the brand, and pay more attention to the enterprise culture construction.

Keywords　Core Competitiveness; Value Chain Analysis; Education Training; New Oriental

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