摘要
不少教育专家认为“3到12岁是英语学习的黄金期”,在这种观点的影响
下,人们对少儿英语培训的需求日益增长,从而促进少儿英语培训这一非学历
教育培训市场的快速发展。就厦门市少儿英语培训市场而言,2012年少儿英语
培训的总市值就超过16亿元。现实利益的驱使及对未来前景的预期为这个行业
带来大量的竞争者,小到个体经营者大到战略投资机构蜂拥而至,各种培训机
构良莠不齐。由于少儿英语培训市场有其行业的内在特殊性,要在这个行业中
脱颖而出,需要有良好的营销策略和对该细分市场客户需求的深入研究
本文以“厦门市N少儿英语培训机构”为研究案例,通过问卷调査分析该
培训机构的客户满意度和流失客户情况,调查结果表明,N机构在经营过程中
存在师资水平不高、稳定性不强、课程设置不合理、校区选址不合理或者校区
开设不足等问题。为此,本文进一步通过一手的市场调研和问卷调查数据以及
二手的文献资料,研究厦门市少儿英语培训市场细分现状和厦门市消费者的特
征与需求。数据分析结果表明,目前厦门市少儿英语培训市场存在师资短缺与
良莠不齐并存、学员利用率低、营销手段同质化、品牌集中度低、政策风险大
等5个共性问题。针对N机构的经营现状和对厦门市少儿培训市场的调研结果,
本文提出加强N机构市场竞争力的4个对策,包括加强师资队伍建设、优化校
区的选址与布局、个性化营销和规模领先
本文以案例研究的方式分析N机构在经营过程中存在的问题及解决对策,
不仅可以为N机构未来的可持续发展提供参考,同时,对厦门市少儿英语培训
行业的调研分析,也可以为少儿英语培训行业健康、稳定的发展提供借鉴
关键词:少儿英语培训;经营分析;对策
Abstract
Many education experts believe that 3-12 years of age is the golden period of
English learning/1 Under the influence of this view there comes the growing demand
for children's English training, contributes to the rapid development of the
non-academic children's English education training market. The total market value of
children's English training in Xiamen surpassed Y1.6 billion in the year of 2012.
Driven by practical interests and expectations of future-bringing a large number of
competitors for the industry, either small or large individual operators and strategic
investment institutions flocked into various training institutions. As the children's
English training market has inherent specificity of its industry, one needs to have a
good marketing strategy and in-depth study of the market segments in customers'
demand to be prominent in the industry.
This paper takes the Xiamen N children's English training Institute as a case
study, using questionnaires to analyze customer satisfaction and the loss of customers.
The survey finds that the N Institute has the following problems,namely lacking
facility, weak stability, unreasonable curriculum design,irrational or campus site,
insufficient branches. Therefore, this paper adopts further market research and
questionnaire survey data as well as the secondary literature to study the training
market segmentation characteristics and the consumers' demand. The data analysis
shows that the current children's English training market in Xiamen has the following
five common problems: the coexistence of good and bad institutions and the lack of
teaching staff, low utilization rate of the tainees,marketing homogeneity, low brand
concentration, high policy risks. Based on N Institute's operating status quo and
Xiamen market research results, this paper tries to put up four measures, including the
strengthening of the teaching staff, optimization of the campus location and layout,
personalized marketing and the leading scale to strengthen N Institute's
competitiveness.
This paper analyzes the problems and solutions of N Institute during the process
of operating management which can provide a reference not only for future
sustainable development of N Institute, but also for the healthy and stable
development of children English training industry.
Key words: Children's English Training. Current Situation. Countermeasure
第一章绪论
第一节研究背景
一、行业背景
我国民办非学历教育在进入21世纪后得到较快的发展,特别是最近几年,
发展尤为迅速(如表1-1所示),从表中可以看出2007—2012年,各类民办学
校数量呈上升趋势,2012年各类民办学校的数量比2007年增加了近47%。民办
学校中非学历教育学生数在2009年发生了巨大增长,2009年的培训人次比2008
年增加了近3倍,说明2008年的金融危机不仅没有对教育培训行业造成巨大影
响,培训人次反而出现了大幅增长,呈现出抗经济危机和经济周期的特性;民办
培训机构的数量呈现出先下降后上升的趋势,平均每个机构每年能够分到培训人
次为438人次,而在中国台湾,近2万家补习机构,平均每个机构每年仅分得8
个孩子⑴。与台湾进行对比,大陆整个教育培训市场的发展空间还非常大。