中国与东南亚地区少儿外语培训市场调查与对比分析_英语论文 

Investigation and Comparative Analysis of Children FL Training Market in China and Southeast Asia

摘要

近年来随着我国经济的发展，外语教育培训逐渐走向产业化和国际化，培训机构得到空前发展，尤其是针对少儿群体的外语培训成为教育培训的朝阳产业。少儿外语学习热潮高涨不止，越来越多的少儿英语培训机构涌现出来，随之也带来了一系列问题。为进一步完善我国少儿外语培训市场体系，纵观国内少儿外语培训的蓬勃发展，横向对比同时期东南亚地区的少儿外语培训现状，结合经济学中的营销策略，以及对比研究中国与东南亚地区少儿外语培训市场显得格外重要。

本文采用观察、调查及理论探索相结合的方法，以南京新东方泡泡少儿外语培训市场的发展为研究对象，探讨其背后的营销理念对少儿外语培训市场的现状、存在的价值、问题及未来走势的影响，通过“现状-分析-对策”的思路展开论述。东南亚地区选取少儿英语培训市场发展程度较高以及发展缓慢的两个代表性国家，了解东南亚地区少儿外语培训市场的大致发展趋势，探讨教育政策对少儿外语营销市场的作用，从而为少儿外语培训在中国和东南亚市场上的发展提出合理化建议。

关键词：少儿外语培训  新东方  东南亚  营销策略  启示

Abstract

With the development of China’s economy, foreign language training has the trend towards industrialization and internationalization. Especially children foreign language training agencies, have witnessed unprecedented advancement in recent years, becoming a sunrise industry among FL training markets. The upsurge of passion on children FL learning contributes to the boom of an increasing number of training markets. For the purpose of completing our domestic children FL training system, it seems particularly important to make a general survey of domestic situation, compare with what is going on in Southeast Asia and combine the correspondent marketing strategies in Economics.

This paper adopts the methods of observation, investigation as well as theoretical exploration and meantime makes a case study of Nanjing New Oriental POP Education Group, discussing the marketing concepts. Furthermore, based on the current situation analysis and countermeasures, the value, problems and potential momentum of children FL training market will be illustrated and explained in an elaborate way. As for the southeast Asia, two countries with a strong contrast are listed as follows to make a general knowledge about the trend in round figures. The education policy is involved as a studying object to make research on the relationship between the policy and marketing concepts so that a more reasonable suggestion will be provided for the development of children FL training markets in China and the Southeast Asia.  

Key words: children's foreign language training   New Oriental POP Kids   southeast Asia marketing strategy     Comparison and enlightenment 

Contents

Chapter 1 Introduction 1

Chapter2 The current situation of domestic children FL training 3

2.1 Feedback from field research about the children FL training market 3

2.1.1 The current situation from the perspective of teachers 3

2.2 The current situation from the perspective of teachers 3

2.3 My analysis on the current situation 4

Chapter3 SWOT Analysis of New Oriental POP KIDS Education 5

3.1 Advantages 5

3.1.1 Brand Strength 5

3.1.2 Excellent Teaching and Research Ability 5

3.1.3 The Advanced Teaching Method 6

3.1.4 Excellent Teachers 6

3.2 Disadvantages 6

3.2.1 Poor Marketing Capability 6

3.2.2 Slow speed of market expansion 7

3.2.3 Service level to be improved. 7

3.3 Opportunity 7

3.3.1 The flourishing of English training markets 7

3.3.2 The variety of customer demands 8

3.3.3 Low-age Trend in Study abroad 8

3.4Challenge 10

3.4.1 Fierce Competition 10

3.4.2More liberal policy environment 10

3.5 strategy analysis 10

Chapter4 Current Situation of Children’s Foreign Language Education in Southeast Asia 12

4.1 Foreign language education background of Southeast Asia 12

4.2 The Background and Current Situation of Children’s Chinese Teaching in Southeast Asia 12

4.3 The Dilemma of Children’s Chinese Learning in Southeast Asia 13

4.3.1 The lack of qualified Chinese teachers is the biggest development bottleneck 13

4.3.2 The teaching level of Chinese teachers is limited 13

4.3.3 Imperfect Chinese lecturer audit system 13

4.4 Current Situation of Children’s Foreign Language Education in Vietnam and Thailand 13

4.4.1 Comparison of English Education Background between Vietnam and Thailand 13

4.4.2 The Development of Vietnamese Foreign Language 14

4.4.3 The Predicament of Children’s English Teaching in Thailand and Its Suggestions for Improvement 15

Chapter5 A comparison between the merits and demerits of domestic children FL training market 16

5.1 The impact of the education systems of China and Southeast Asian countries on children English education market in the international landscape. 16

5.2 Promising markets in southeast Asia 16

5.3 Advantages of children FL training in China 17

Chapter6. Suggestions on the construction of better system on children FL training 19

6.1 New Thoughts on the Development Model of Children’s Chinese in Southeast Asia 19

6.2 How to construct a science system in China 19

Chapter7 conclusion 21

Acknowledgments 22

References 23