英孚教育在中國市場的轉型發展策略研究

英孚教育是一家專注於英語教育與文化交流的家族式外資企業，作為中國第一家進駐國內英語教育培訓領域的外資品牌，從1993年起就開始通過自主研發的先進教育技術和教學方法來幫助中國早日實現國際化發展之路的遠大理想，從此也拉開了英孚教育全球發展戰略的序幕。隨著全球經濟一體化進程的深入推進和中國社會的文化變遷，中國社會經濟發展對國際化人才產生了迫切的需求，社會勞動者對於掌握英語技能的興趣也與日俱增。然而，由於中國傳統教育體制的落後以及行業監督體系不夠完善，導致中國英語教育培訓行業亂象叢生，行業發展環境逐漸惡化。本文首先通過介紹全球及中國英語教育培訓行業的發展歷史和現狀，讓讀者能夠對中國英語教育培訓產業的發展狀況有清晰地瞭解，並結合了對全球科技與互聯網技術發展趨勢的預測，向讀者展望了中國英語教育培訓行業未來的發展前景。同時，本文作者憑藉自己在英語教育領域多年的工作經驗與理解，對英孚教育進行了全面而又透徹的分析，內容涵蓋了英孚教育的品牌概況、產生背景、價值訴求、企業目標、組織架構、運營模式和市場策略，並且使用SWOT矩陣模型對它在中國市場環境下的內部能力（優勢、劣勢）與外部因素（機會、威脅）進行了系統的概括。在此基礎上，本文圍繞中國英語教育培訓領域的行業競爭狀況與全球科技發展預測，為英孚未來能夠中國市場中繼續立於不敗之地，保持行業領先地位制定了一套可操作性強的市場轉型策略。英孚教育市場轉型策略的實施，將會對其經營理念和組織架構方面進行重大的調整，幫助英孚優化產業佈局，穩固科研實力，提升企業經營管理水準；同時，能讓英孚教育在瞬息萬變的市場環境下更好地順應時代發展的潮流，不斷提高銷售收入，降低運營成本，提高企業的利潤率；並且可以通過向中國市場遞送卓越的產品與服務，不斷提升企業的核心競爭力，實現英孚教育的“藍海”戰略目標。

關鍵字

英語培訓；市場轉型；策略研究；英孚教育；科技研发

並列摘要

As a foreign familial-owned enterprise dedicated to English language education and cultural exchanges, English First Education has firstly expanded into China to be engaged in English language education from overseas in 1993, aiming to help Chinese people to improve their English skills and push China to stand on the international stage early based on self-developed advanced teaching technology and methodology. Since then, English First Education’s global business strategies have been localized and implemented all over the world. As the process of integration with the global economy has been promoted and the change of society culture in China has occurred, the development of society economic would imminently need a lot of international talents who are willing to study English well in China. However, it has caused confusion and development environment deterioration throughout the English education industry that the backward traditional education system and incomplete business supervision system in China. Firstly, the article has clarified their understanding of English language education industrial development situation in China for most readers by introducing the history and current situation of industrial development in China or the world. Then, combined with the forecast of development trend in global hi-tech and internet technology, it has also described English language education industrial development prospect in China. On the other hand, the author depended on many years’ working experience in English language education industry to thoroughly analyze the English First Education covering brand overview, generation background, value propositions, business goal, organizational structure, operation pattern and marketing strategy, and carried out the systematic summarization of enterprise’s internal capabilities (strength, weakness) and external factors (opportunity, threat) under the Chinese business environment based on SWOT matrix model. On this basis, the article has enacted a set of tailored market transition strategies with strong operability through the analysis of industrial competition situation and the forecast of global technological development, so that it helps English First Education could maintain and enhance its leading position of the industry with great success. With the implementation of the company's market transition strategies, it’ll propel English First Education to greatly adjust operation principle and organization structure, to optimize the industrial layout, to consolidate scientific research capabilities and promote enterprise business management. Meanwhile, it’ll ensure it could rapidly keep up with the trend of global economic development, to drive sales revenue and control operational cost well, and to improve enterprise’s profitability. Finally, it’ll help English First Education realize its business goal of Blue Ocean strategies together with the delivery of excellent products or service and core competitiveness of enterprises improvement.