中國教育培訓行業的機會與挑戰及對陳立教育集團的啟示-以K-12培訓行業分析為例

Abstract

因少子化的衝擊，教改政策變動不定，大學廣設升學窄門不再，入學多元化等因素，整個教育生態驟變。台灣培訓教育行業面臨市場萎縮、經營型態轉變、市場重整與高度競爭。而在此同時，中國培訓教育市場正式開放，促使台灣培訓業者紛紛將重心轉移到中國。本研究的目的是為了能夠協助台灣培訓教育公司到中國作跨區的競爭，尋找大陸培訓教育市場的新機會與洞察未來培訓教育的新趨勢。透過大陸新東方、學而思、學大三個著名上市培訓教育公司的個案分析，將大陸培訓教育產業的環境聚焦，並使用SWOT與波特五力理論分析模式，建構前進中國培訓教育市場的擴張策略。並察覺台灣培訓教育公司在大陸培訓教育的法規下，發展有其限制。除了分享台灣陳立教育公司的啟示觀點外，本研究發現，網路教育對中國地區的培訓教育方面，具有高度的濳力與發展性。

With decreasing number of children, uncertain education policies, lower requirements of entering colleges and multiple alternatives to continue higher study, the operation environment of educational and training sector is experiencing rapid and radical changes. Shrinking market size, changing operational model, market rebalance and over competition challenge Taiwan’s educational and training sector. Meanwhile, China is opening its educational and training market to foreign companies, making international players enter the sector to compete. By utilizing the case study method, this paper analyzes the three largest educational listed companies in China and consequently presents the landscape, challenges and opportunities for China’s K-12 tutoring industry. Following is our SWOT analysis of Chen Li Group, as well as Porter’s Five Forces breakdown of the company. Based on that, we establish Chen Li’s expansion strategy for China’s market. Critically, we discover the current operational model has inherent problems, which can be resolved by the internet model. Online educational service, in our point of view, will emerge in next decade to lead the sector’s development.