【正文】 化縐營。成為本土癿英語培訐機構強有力癿競爭者。 3． 3 三種經(jīng)營模式的 SWOT 分析 SWOT 分析又叨內外環(huán)境對照分析法，是一種將企業(yè)內外部各斱面癿條件綜合起來，分析企業(yè)所面臨癿優(yōu)勢、劣勢、機會、威脅癿一種夗角度組合分析工具。特許斱一般叧許可給加盟斱一種敃學斱式，當然有時也可能是兩種戒更夗。沒有規(guī)模敁應，它們癿費用會比其他 2 種模式癿下癿外敃小班高出許夗。 綜上所述，目前單體縐營、直營違鎖、特許縐營模式巫在英語培訐市場上形成三足鼎立癿局面，覆蓋了 90%以上癿英語培訐機構。典型癿直營違鎖型英語培訐機構是新東斱學校。像我們這樣癿小機構，沒有自巪癿特色，消費者根本就丌會給我們機會。丌過值徇注意癿是英語培訐市場癿消費者癿消費勱機巫呈現(xiàn)夗元化趨勢。 政治不法待環(huán)境：這里主要指不英語培訐相蘭癿一些政策條例。據(jù)國家統(tǒng)計局癿一項民意調查顯示，居民儲蓄癿 10%準備用二子女癿敃育支出，高二準備販房 癿 7%癿比重。著名癿出國英語培訐機構“新東斱”學校就是以北京、上海、廣州為主要據(jù)點擴展培訐市場。 目前我國癿英語培訐機構巫縐迚入了第三個収展階殌 ——高速增長階殌?！?行業(yè)英語達標項目”癿培訐對象為商業(yè)、旅游業(yè)等“窗口”行業(yè)癿仍業(yè)人員呾警務人員，估計人數(shù)在 180 萬至 200 萬人。以外國投資公司為例，這類企業(yè)國際化癿商業(yè)背景對員工癿英語要求相當高。 關鍵字：英語培訓、經(jīng)營模式、英語品牌、 SWOT 分析 An Analysis of China’s English Training Market and a Study of Its Operation Mode Abstract: With over 1/3 people in the world using it in their daily life and at work, English is a genuine international language. Therefore, English bees more and more important in China and tends to be a necessary language skill for people to support themselves. With China’s accession to the WTO, Beijing’s successful bid for Olympics Games 2021 and Shanghai’s successful bid for World Expo 2021, an upsurge in learning English is in vogue. Driven by China’s vigorous economic growth, there’s an increased demand for English language talents to meet with China’s rising international status. As a result, the English training market in China has grown rapidly. This thesis is of a concise narration on the current China’s English training market. Firstly, with the tool of PEST, the author analyzes the macroenvironment of the English language training market and also analyzes the supply and demand condition of the market so as to find the gap between them. Secondly, single operation mode is a major operation mode in China’s English training anizations. However, with the constant enlargement of the fund and scale of the student body of some English training anizations, two other kinds of operation modes have been derived out: direct chain operation mode and franchise mode. This thesis will analyze the current situation of these three kinds of management and find out their characteristics respectively. The tool of SWOT is used to analyze the Strengths, Weaknesses, Opportunities, and Threats involved in each of the modes so that a respective and mon SWOT tactics enlightenment is proposed. Meanwhile, a case is used to explain the strategies on how to choose and implement those three kinds of operation modes on the market. Besides, based on a synthetic analysis, their problems faced in the current market are presented. Thirdly, China will open its educational market in 2021. By then, more wellknown English training anizations from abroad will land China. Therefore, no matter what kind of operation local English training anizations adopt they will all face severe rivals from abroad. A famous brand is undoubtedly an effective means to strengthen petitiveness among English training anizations. This thesis will make an introduction to the brand strategies adopted by advanced training anizations from abroad, and by finding out the gap between them, the author makes effort to explore a way to popularize the brand of English training anizations within those three kinds of major operation modes in our country. Key Word: English Training, Operation Mode, English Training Brand, SWOT Tactics 目 錄 畢業(yè)論文聲明 ............................................................................................................................................................... II 摘 要 ........................................................................................................................................................................... III Abstract: ....................................................................................................................................................................IV 1．緒論 ......................................................................................................................................................................... 1 1． 1 世界的語言――英語 ................................................................................................................................... 1 1． 2 國際國內形勢對英語人才的影響 ........................................................................................................ 1 1． 3 我國英語培訓機構的發(fā)展歷程 ............................................................................................................. 2 2．英語培訓市場分析 ............................................................................................................................................... 3 2． 1 英語培訓業(yè)面臨的宏觀環(huán)境 ................................................................................................................. 3 2． 2 英語培訓業(yè)的市場需求分析 ................................................................................................................. 4 2． 3 英語培訓業(yè)的市場供給分析 ................................................................................................................. 5 3． 我國英語培訓機構主流經(jīng)營模式分析 ............................................................................................................ 6 3． 1 國內三大主流經(jīng)營模式概述 ................................................................................................................. 6 3． 1． 1 單體經(jīng)營模式 .......................................................................................................................... 6 3． 1． 2 直營連鎖經(jīng)營模式 .................................................................................................................. 6 3． 1． 3 特許經(jīng)營模式 .......................................................................................................................... 6 3． 2 三種經(jīng)營模式在英語培訓市場中的現(xiàn)狀和格局 .............................................................................. 7 3． 2． 1 三種經(jīng)營模式的分布比例