厦门n少儿英语培训机构经营现状与对策分析——基于厦门少儿英语培训市场调查问卷分析

《厦门n少儿英语培训机构经营现状与对策分析——基于厦门少儿英语培训市场调查问卷分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、AbstractManyeducationexpelsbelievethat”3-12yearsofageisthegoldenperiodofEnglishlearning，”Undertheinfluenceofthisviewtherecomesthegrowingdemandforchildren’SEnglishtraining，contributestotherapiddevelopmentofthenon-academicchildren’SEnglisheducationtrainingmarket．Thetotal

2、marketvalueofchildren’SEnglishtraininginXiamensurpassed￥1．6billionintheyearof2012．Drivenbypracticalinterestsandexpectationsoffuture-bringingalargenumberofcompetitorsfortheindustry,eithersmallorlargeindividualoperatorsandstrategicinvestmentinstitutionsflockedintovarious

3、traininginstitutions．Asthechildren’SEnglishtrainingmarkethasinherentspecificityofitsindustry,oneneedstohaveagoodmarketingstrategyandin—depthstudyofthemarketsegmentsincustomers’demandtobeprominentintheindustry．ThispapertakestheXiamenNchildren’SEnglishtrainingInstituteas

4、acasestudy,usingquestionnairestoanalyzecustomersatisfactionandthelossofcustomers．ThesurveyfindsthattheNInstitutehasthefollowingproblems，namelylackingfacility,weakstability,unreasonablecurriculumdesign，irrationalorcampussite，insufficientbranches．Therefore，thispaperadopt

5、sfurthermarketresearchandquestionnairesurveydataaswellasthesecondaryliteraturetostudythetrainingmarketsegmentationcharacteristicsandtheconsumers’demand．Thedataanalysisshowsthatthecurrentchildren’SEnglishtrainingmarketinXiamenhasthefollowingfivecommonproblems：thecoexist

6、enceofgoodandbadinstitutionsandthelackofteachingstaff,lowutilizationrateofthetrainees，marketinghomogeneity,lowbrandconcentration，highpolicyrisks．BasedonNInstitute’SoperatingstatusquoandXiamenmarketresearchresults，thispapertriestoputupfourmeasures，includingthestrengthen

7、ingoftheteachingstaff,optimizationofthecampuslocationandlayout，personalizedmarketingandtheleadingscaletostrengthenNInstitute’Scompetitiveness．ThispaperanalyzestheproblemsandsolutionsofNInstituteduringtheprocessofoperatingmanagementwhichCanprovideareferencenotonlyforfut

8、uresustainabledevelopmentofNInstitute，butalsoforthehealthyandstabledevelopmentofchildrenEnglishtrainingindustry．111厦门