我国普通高校继续教育BCG模型分析及对策

A BCG Analysis and Strategies of Chinese Universities' Continuing Education System

本文尝试从战略管理中的BCG模型入手,对我国高校继续教育体系中各类教育形式的市场增长率和市场份额加以分析并提出发展策略。高校继续教育体系大体可分为成人高等学历教育和职业培训等非学历教育。各种继续教育形式在BCG矩阵都能找到相应位置:大学后继续教育、开放教育、社区教育等是大有前途的问题类业务;网络教育、非学历职业教育及各类培训属于明星类业务;成人高考、自学考试、高职等学历教育是金牛类业务;暂时没有瘦狗类业务。高校宜采取的策略是:稳固在学历继续教育这个金牛类业务领域的领导地位,培育大学后继续教育等问题类业务,并集中和整合好资源,大力发展非学历培训和网络教育等明星类业务,以获得最大竞争优势。

The thesis attempts to make an analysis of the market growth rate and market share of various forms of Chinese universities＇ continuing education system and then gives their respective strategies,from the aspect of BCG Matrix in Strategic Management.The basic forms of continuing education are： academic education such as self-education and non-academic education such as vocational training.All these forms can find their positions in the BCG Matrix： post-college education,open education and community education belong to Question Marks;cyber education and non-academic professional education and other trainings are Stars;adult higher education,self-education and advanced professional education are Cash Cows;there are no Dogs at present.The ideal strategies for Chinese universities are as follows： they should hold their leadership in Cash Cows,cultivate Question Marks,and meanwhile,coordinate and allocate the resources cautiously to vigorously develop the Stars so as to acquire the biggest competitive advantages.