【正文】 t 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(yǔ)言――英語(yǔ) ................................................................................................................................... 1 1． 2 國(guó)際國(guó)內(nèi)形勢(shì)對(duì)英語(yǔ)人才的影響 ........................................................................................................ 1 1． 3 我國(guó)英語(yǔ)培訓(xùn)機(jī)構(gòu)的發(fā)展歷程 ............................................................................................................. 2 2．英語(yǔ)培訓(xùn)市場(chǎng)分析 ............................................................................................................................................... 3 2． 1 英語(yǔ)培訓(xùn)業(yè)面臨的宏觀環(huán)境 ................................................................................................................. 3 2． 2 英語(yǔ)培訓(xùn)業(yè)的市場(chǎng)需求分析 ................................................................................................................. 4 2． 3 英語(yǔ)培訓(xùn)業(yè)的市場(chǎng)供給分析 ................................................................................................................. 5 3． 我國(guó)英語(yǔ)培訓(xùn)機(jī)構(gòu)主流經(jīng)營(yíng)模式分析 ............................................................................................................ 6 3． 1 國(guó)內(nèi)三大主流經(jīng)營(yíng)模式概述 ................................................................................................................. 6 3． 1． 1 單體經(jīng)營(yíng)模式 .......................................................................................................................... 6 3． 1． 2 直營(yíng)連鎖經(jīng)營(yíng)模式 .................................................................................................................. 6 3． 1． 3 特許經(jīng)營(yíng)模式 .......................................................................................................................... 6 3． 2 三種經(jīng)營(yíng)模式在英語(yǔ)培訓(xùn)市場(chǎng)中的現(xiàn)狀和格局 .............................................................................. 7 3． 2． 1 三種經(jīng)營(yíng)模式的分布比例 .................................................................................................... 7 3． 2． 2 三種經(jīng)營(yíng)模式的教學(xué)方式 .................................................................................................... 7 3． 2． 3 三種經(jīng)營(yíng)模式各自的顧客來(lái)源和所處的行業(yè)地位 ......................................................... 8 3． 3 三種經(jīng)營(yíng)模式的 SWOT 分析 ............................................................................................................... 8 3． 3． 1 單體經(jīng)營(yíng)模式的 SWOT 分析 ............................................................................................... 8 3． 3． 2 直營(yíng)連鎖模式的 SWOT 分析 ............................................................................................... 9 3． 3． 3 特許經(jīng)營(yíng)模式的 SWOT 分析 ............................................................................................ 10 3． 3． 4 三種經(jīng)營(yíng)模式 SWOT 綜合分析 ...................................................................................... 11 3． 4 三種經(jīng)營(yíng)模式市場(chǎng)策略案例研究 ..................................................................................................... 11 3． 4． 1 案例公司介紹 ........................................................................................................................ 11 3． 4． 2 目標(biāo)市場(chǎng)細(xì)分 ........................................................................................................................ 12 3． 4． 3 細(xì)分市場(chǎng)選擇 .............................................................................................................