How the education and training industry

The education and training market is moving towards a more segmented trend, with different levels of training needs at high, medium and low levels looking for suitable communication channels.

As early as 2004, the per capita expenditure on education and training of urban residents has reached 1012.85 yuan, ranking high in the first place of household consumption expenditure with a ratio of 7.4%. As of the end of 2004, excluding the national higher education, alone a variety of related training market, the output value has reached the scale of tens of billions of dollars, and is growing rapidly at an annual rate of more than 30%. By 2006, this market has grown to hundreds of billions of dollars.

The education and training market is lucrative, but the technical barriers to entry and capital barriers are relatively low, has been recognized as a "sunrise industry" and one of the most "money" market. Employment pressure, the traditional education system, the theory and practice of the disconnect, the implementation of the qualification system, the relaxation of school policy and other factors for the development of the training market provides a broad opportunity. In developed countries, the training industry has developed into an enviable mainstream industry due to extensive social demand and a large number of potential customers. But this does not mean that anyone who enters this market can make money.

Segmentation of the market: who will build bridges of communication?

According to statistics, there are now more than 3,600 organizations providing education and training in Shanghai, including foreign-funded, joint ventures, privately-run and university-run organizations of various natures. The types and contents of the training received by the students include academic diploma, higher education self-testing, technical titles, foreign languages, computers, management and so on. Among them, the most competitive are foreign languages (CET, PETS, oral, IELTS, GRE, interpretation, business English, etc.), computers (level exams, graphic design, network technology, programming technology, etc.) and management (corporate group training, MBA, etc.). In Beijing, there are more than 300 new education and training institutions every year, and about 300 natural "deaths" during the same period.

Market opportunities have long existed, many of the "big fish", "small fish" are also tripping down the river in an attempt to take up a piece of their own territory in these increasingly large waters. From tutoring fever, IT training fever to foreign language training fever, skills training fever ...... development to the present, this market is more and more colorful and rich, and then to a more segmented market development. People for the purpose of training is increasingly clear, very clear what they need, not as in the past by the training organization to lead the nose. All indications are that the education and training market has crossed into the rationalization and segmentation of the development track.

In this segmented market, there are many innovative, quality training institutions have not yet developed, they are caught in the sea of peers, because they can not find a source of students and died. There is a view that the key reason for the elimination of the organization is that these training institutions to obtain a poor channel of student source, the power is too weak, not capable of standing firm. However, many examples have proved that, judging from the current reality, the demand of the entire education and training market is elastic and presents different levels of high, medium and low, and different organizations can survive at different levels. Now the main problem is due to the blossoming of many education and training institutions, on the one hand, a variety of organizations to promote a single model, resulting in many students can not learn about the relevant information in a timely manner; on the other hand, the face of the scholars of the many institutions, there is no way to choose. The reason for the failure of the training institutions, to a large extent, is that the market positioning is not accurate, did not find a suitable niche for their own market, and to develop appropriate promotional strategies.

In this case, to find a suitable and effective promotion of the bridge, it has become the first task of the development and growth of education and training institutions

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