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12、,Fifth level,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,中国K12教育培训行业现状和走向,K12,欧美国家,K12,指从幼儿园到,12,年级的基础教育,中国,K12,指从,1,年级到,12,年级的基础教育,一、教育培训行业的主要行业特点,1、,总量巨大、参与度高,教育部统计数据显示,，,K12,市场潜在学员量超过,2.1,亿,人次；,据统计，,2009,年在中国大约有,5400,至,6300,万
13、中小学生接受课外辅导，占到中小学总人数的,30%-35%,，课后辅导市场在北京、上海、广州和深圳的普及率将在未来数年内达到,70%,。,2、,竞争激烈、行业整合,注：,IDC,数据,显示,，,2013,年中国K12课外辅导市场规模超过,2000,亿,部分,全国性个辅机构，学大连年亏损、精锐北京巨亏后甚至根据地上海也出现亏损、龙文则大量关闭校区,；,部分,区域性机构则在,“,快速拓展、加大市场投入吸收新款补旧债的不归路,”,停不下来,；,部分,中小机构则直接携款而逃。,一个,极度零散的,、,竞争激烈的,、,日渐饱和的,市场；一场行业整合不可避免的即将开始,3、,分离性,高,付费者与消费者分离,付
14、费者注重成绩，并掌握最终决定权,信息不对称，机构夸大宣传，恶性竞争,口碑和教学质量的重要性凸显,4、,延续,性,强,年龄段跨度和内容衔接性使其具备长期延续可能，机构有机会为单一客户提供长期阶段服务，大幅降低了市场成本。,二、主要教育机构的授课模式,虽然上述几家企业都是做传统线下课外辅导，但是其模式和业务差异显著：,1.,大班授课,优点：易保障老师收入，能够吸引高水平教师；收费较低，易于扩大招生；有利于保障教学水平、口碑传播和人员稳定。,缺点：开班难度大；对学生关注有限；更多水平不一的学员一同授课一定程度影响效果。,2.,小班教学,机构开班压力小；,对学生关注度提升；,利于互动，提升教学效果；,
15、收费较低，市场接受程度高；,4.,VIP,优点：因材施教，提升教学质量和效果；个性化服务，师生关系亲近，家长满意度高。,缺点：教师时间利用率低，利润率低；教师收入低，难以留住优秀教师；收费高，一般家庭不具备长期承载能力,三、主要教育机构招收学生群体差异,由于三家公司模式和发展的差异，所以其面向群体也有所差异，大致情况如下图所示：,好未来,“,正三角,”,模式：,小学,初中,高中,；底层稳固，为续班奠定了良好的基础；,整体策略,：从底层捕捉用户；投资,e,度社区和宝宝树。,优能中学,“,倒三角,”,模式,：大学辅导教育声誉好，高中、大学思维方式契合度高，新东方采取从高中切入,K12；,整体策略：抢夺底层生源；以接近免费的价格争取初一学生。,四、教育培训市场的未来走向,1.,战略同盟,领头羊,&,地方巨头,2.,并购,领头羊,vs,地方诸侯,地方巨头,vs,地头虎,3.,加盟,渠道,蚂蚁雄兵,4.,线上线下的合作,百度教育、淘宝同学和腾讯教育,、猿题库,