环球雅思商业计划书

关于环球雅思的商业计划书

专业名称

班级

姓名

导师

日期

目录

一摘要

二产品和服务

三市场分析

四竞争分析

五营销策略

六总结

一．摘要

学校简介

环球雅思创于1997年，2001年成立北京市海淀区环球雅思培训学校，作为国内规模最大并首家在美国上市的连锁外语培训机构之一，环球雅思学校被评为全国十大知名学校。10年来以驰名独特的“环球雅思实用应试教学模式”，迅速发展成为具有全国雅思、托福、SAT、GRE、中小学辅导、少儿英语、BETS、BEC 商务英语、职称英语、国际预科课程、四六级、外教口语、中教听说、新概念英语、词汇语法发音、国内国际夏冬令营、日韩法德西意俄多语种、留学文书写作中心、职业网校、英语网校、政府及企业团培、英美公派奖学金申请、大学国际课程委培、英语教材开发等项的综合性学校及大型网校，成为第一个中国教育行业旗舰连锁机构，被称为“中国人的英语学习强国”。

1997年环球雅思创始人张永琪开始卖雅思资料，1999年开始办国内第一个雅思培训班，2001年注册雅思公司。如今即将成为一家市值数亿美元的上市公司。

卖手抄本资料：环球雅思的创办源于其创始人张永琪自身考雅思的经历，1997年张永琪打算申请加拿大技术移民，签证时被告之需要参加IELTS考试，但是大多数人只知道托福，连IELTS的中文名雅思都还没有出现，市场上没有相关的资料。张永琪在备考过程中体会到雅思考试资料的稀缺，在自己通过考试后等待使馆批复的时间里，张永琪将自己备考过程中的复习资料装订成小册卖给在使馆门口等签证准备考雅思但无资料的人，结果很畅销。

开始办国内第一个雅思班：1999年张永琪从加拿大回国后，继续在工作之余卖雅思资料，后来在朋友的建议下开始办培训班，当时雅思考试的培训市场还是一个空白，所以这个雅思培训班是国内第一个。

注册“环球雅思”成立公司：张永琪办雅思培训班吸引了全国众多考雅思的学生，培训班事务越来越忙，张永琪辞去工作开始专注于做培训班，注册成立了“北京雅思学校”，此后又开始在外地扩张办班，后注册“环球雅思学校”。

环球课堂风格摒弃浮夸，追求朴实专业，全国独树一帜，凭着国际化的教学管理、全面的个性咨询服务、名师的严谨应试教学风格，时时准确抓住考试信息命脉，如今已成为学员“学习之源，奋斗之选”和飞往世界的起点。

三．市场分析

市场优势：

1.品牌知名度高：环球雅思各项课程以权威、实效、精炼着称，总部设在北京，并在各地建立了351个分校，每年培训60多万学员人次，每年开设雅思、托福、外教口语数万个班级，创立全国第一连锁教学品牌，经数据比较环球雅思学员占考生比例高达78%之多。

2.政府企培，大学合作：环球雅思为政府机关和国内外企业特制量化标准的“A+”方案，赢得众多企事业单位、中外办学及海外奖学金申请项目的追崇青睐。北京奥运城管培训项目、家乐福、微软、松下、联想、财政部、北京残联、税务总局、人保、卫生局等数百家单位选择环球英语优化企业；清华、北大、人大、农大、中央美院、财大、政法等全国近80%的大学中外国际学院选择与环球雅思合作教学，确保雅思托福100%通过。

3.专业专心，服务贴心：环球雅思不断优化学员学习和考试服务，提供完整个性化培训、考试设计、免费入学前测试、代报考、私人补课等，帮你在数百种课程间选择最实效、经济、保险的课程，提供雅思、托福、BEC、四六级、BETS 考试的代报名和查分复议服务。轰动全国“保签直通班”“环球留学规划院”环球雅思留学服务中心运用9年经验提供最佳留学途径。学术写作中心为留学生提供一流文书写作服务，并和北京公证处联办公证。

4.完善的管理机制和监督机制：经过努力，环球雅思已建立起完整的内部控制体系和流程。当国内很多的民办教育机构还处在夫妻店的初级阶段时，新东方己走上了国际公司标准的道路，内部责、权、利和各类流程的明确，为环球雅思今后在很长的时间里健康而稳定的发展提供了保障。

5.规模化和资金雄厚：球天下教育集团走的是直营+加盟的品牌连锁经营方式。目前，环球天下教育号称中国最大的教育连锁机构，其292家教学中心覆盖了全国104个城市，覆盖的区域范围为全国第一。

市场劣势：

1.商业运作能力不强：市场手段还是主要针对大学生的海报、传单、讲座、模考、免费试听等方式。针对中学生、少儿、白领、企业等对象市场宣传手段不多。网络营销还很弱，虽然各学校也都建立了网站、BBS，可是网站过分推荐培训班级，可读性差;而BBS由于教师的参与积极性弱，而大大降低了学员的参与热情。

2.服务落后：随着80后、90后的学员和白领的大量涌入，粗放式的服务已跟不上这些人的要求。从教学环境、教室规模到学员考勤、学习辅导、作业批改、考试跟踪等要求也越来越多。不少学员因此而流失。这对新东方也在服务能力、

配套服务能力、服务延伸等方面提出了更高的要求。

3.教学媒介比较单一：目前还主要是课堂教学为主，采取的方式为面授、板书。大量的讲课内容还是以填鸭子的方式灌给学员。这己跟不上多媒体教学的发展趋势。另外为调动学员的上课热情，教师还需要用一些题外话。

4.培训项目单薄：培训项目的单一，导致了部分学员的分流，如很多中学生在某些科目都想利用课余进行补习，而报环球雅思只能补习英语，对时间有限的他们来说，报其他培训机构的中学全科班似乎帮助更大。同样过分单一的英语培训，使得很多工作后的环球雅思学员在小语种培训方面选择了其他培训机构。机会：

1.英语培训需求旺盛：市场容量大，英语培训需求量还是很大。SAT考试大陆考生已从2003年的50人增加到2008年的14000多人。上海英语口译考试开考10年来，考生数已从1995年的700多名增加到2008年的近7万名，激增近百倍。2009年全国硕士研究生入学考试，在去年的基础增加了万，增幅为4%左右，据有关专家分析，2010考研人数将大幅增加，受金融危机影响和招生人数增加的影响，报名人数将可能达到180万。

2.客户需求多样化：有些学员希望在考试技巧方面的提高，有些希望提高在口语、听力或写作的专项提高。还有的学员家长希望能从语言培训到陪考、国外学校申请、签证一条龙服务。有些学员还希望能保分保过等。这些个性化需求都很旺盛。

3.出国留学低龄化：出国留学低龄化的趋势越来越明显。国内就业、高考等因素大批高中生纷纷选择了出国留学。这种趋势也开始向初中毕业生蔓延，很多小孩的家长在初中毕业后就把孩子送到国外去学习。

威胁：

1.竞争对手加大布点：庞大的语言培训市场以及教育行业的反经济周期特性，即使在全球金融风暴和经济下滑的局势下，风险投资(VC)对于教育行业的投资，不仅热度不减，反而实现了接近翻番的增长。

2.考试政策变化：考试政策的变化，对环球雅思来说是最大的挑战。近几年一些考试进行了改革，如GRE、四六级、新托福。这些改革都对新东方形成了挑战。2005年9月，托福进行了有史以来最大的一次改革，从计分办法到考试内容和形式都发生了大的改变。

四．竞争分析

环球雅思在不同的细分领域都有很强的竞争对手。在出国留学类考试方面的主要竞争对手有新航道、朗阁等;在青少年考试方面新东方、英孚教育、昂立教育、巨人教育、学大、恩波、绿光等;在白领能力培训方面华尔街英语、英孚教育、韦博等。这些竞争对手在细分领域中都对环球雅思形成了强有力的冲击。六．总结

过去，在教育行业的营销中多数的企业都没有将营销传播整合，而是进行单一的营销传播活动，而现在，很多教育培训行业的企业开始拥有众多的渠道和独特的营销模式，渠道能不能得到有效的整合与品牌的长期发展有着巨大的影响，每一套营销模式都有着独特的优势，整合营销传播，积极开发网络营销，将是营销发展的新趋势，教育培训行业亦如此。

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雅思基础口语精讲班第18讲讲义 经历类话题 旅游话题 二、一次宴会或婚 礼 Describe a wedding you joined. You should say: Whose wedding it was; When it was held; What happened on the ceremony; And what’s your feeling about it. 中国的饮食文化源远流长，谈到饮食，我们应该有丰富的话题材料，可以滔滔不绝、侃侃而谈。但是很可惜，因为缺乏相关的词汇和表达方法，不知道如何去描述一些中国特有的食物,很多考生在这个话题上变得张口结舌；或者想当然地创造一些词汇，把考官谈得一头雾水。在描述婚礼的话题时，也因为词汇的障碍，无法描述一些传统的风俗和文化。在准备这些具有较浓文化特征的话题时，考生首先应充分准备相关词汇与表达法。另外，在一些较难的话题上，可以巧妙地换一个角度去描述，或者干脆尽量少涉及。毕竟，我们很难在短短几分钟内让一个外国人完全了解明白一些他从来没有经历过或无法想象的东西。Rome wasn’t built in a day 。文化的相互交流和理解需要一些时间，在考场上，我们就尽量化繁为简吧！ 描述一次特别的晚餐或聚会，或者一次参加过的婚礼，考生可参考下列提纲： ● When did you have the meal / join the wedding? ● Where was it held? ● Who took part in the meal/wedding? ● What did the people do at the meal/wedding? ● What was special about the meal /wedding? ● What impressed you deeply? ● Why do you think it’s a special meal /wedding? Describe a wedding you joined. You should say: Whose wedding it was; When it was held; What happened on the ceremony; And what’s your feeling about it.

雅思精讲阅读班精讲班第7讲讲义

雅思精讲阅读班精讲班第7讲讲义 Questions 22-24 What is a dinosaur? A. Although the name dinosaur is derived from the Greek for “terrible lizard”, dinosaurs were not, in fact, lizards at all. Like lizards, dinosaurs are included in the class Reptilia, or reptiles, one of the five main classes of Vertebrata, animals with backbones. However, at the next level of classification, within reptiles, significant differences in the skeletal anatomy of lizards and dinosaurs have led scientists to place these groups of animals into two different superorders: Lepidosauria, or lepidosaurs, and Archosauria, or archosaurs. B. Classified as lepidosaurs are lizards and snakes and their prehistoric ancestors. Included among the archosaurs, or “ruling reptiles”, are prehistoric and modern crocodiles, and the now extinct thecondonts, pterosaurs and dinosaurs. Paleontologists believe that both dinosaurs and crocodiles evolved, in the later years of the Triassic Period (c. 248-208 million years ago), from creatures called pseudosuchian thecodonts. Lizards, snakes and different types of thecondont are believed to have evolved earlier in the Triassic Period from reptiles known as eosuchians. C. The most important skeletal differences between dinosaurs and other archosaurs are in the bones of the skull, pelvis and limbs. Dinosaur skulls are found in a great range of shapes and sizes, reflecting the different eating habits and lifestyles of a large and varied group of animals that dominated life on Earth for an extraordinary 165 million years. However, unlike the skulls of any other known animals, the skulls of dinosaurs had two long bones known as vomers. These bones extended on either side of the head, from the front of the snout to the level of the holes in the skull known as the antorbital fenestra, situated in front of the dinosaur’s orbits or eyesockets. D. All dinosaurs, whether large or small, quadrupedal or bipedal, fleet-footed or slow-moving, shared a common body plan. Identification of this plan makes it possible to differentiate dinosaurs from any other types of animal, even other archosaurs. Most significantly, in dinosaurs, the pelvis and femur had evolved so that the hind limbs were held vertically beneath the body, rather than sprawling out to the sides like the limbs of a lizard. The femur of a dinosaur had a sharply in-turned neck and a ball-shaped head, which slotted into a fully open acetabulum or hip socket. A supra-acetabular crest helped prevent dislocation of the femur. The position of the knee joint, aligned below the acetabulum, made it possible for the whole hind limb to swing backwards and forwards. This unique combination of features gave dinosaurs what is know as a “fully improved gait”. Evolution of this highly efficient method of walking also developed in mammals,