英孚教育策划方案7.20
英语培训学校策划方案
英语培训学校策划方案1. 策划背景英语作为一门国际通用语言，在现如今的全球化时代扮演着至关重要的角色。
随着人们对英语学习需求的不断增长，英语培训学校正逐渐成为一个蓬勃发展的行业。
本文档旨在提出一个英语培训学校的策划方案，以满足不同年龄层次和英语水平的学员的需求，提供全面、高效的英语学习服务。
2. 目标受众我们的英语培训学校的目标受众包括但不限于以下几个方面：•学龄前儿童：为3-6岁儿童提供趣味性的英语启蒙课程，培养他们对英语的兴趣和学习能力。
•小学生和中学生：为7-18岁学生提供系统、深入的英语学习，提高他们的听、说、读、写能力。
•大学生和职场人士：为大学生和职场人士提供商务英语和专业英语培训，提升他们的英语沟通和应用能力。
•出国留学考试准备：为准备出国留学或英语考试的学生提供相应的英语培训，如雅思、托福、GRE等。
3. 课程设置为了满足不同年龄层次和英语水平的学员，我们的英语培训学校将提供丰富多样的课程。
以下是我们初步规划的课程种类：3.1 学龄前英语课程•音标学习：通过游戏和互动方式，教授英文字母和音标的基础知识。
•儿歌和童谣学唱：让孩子们通过唱歌的方式学习英文单词和句子，提高他们的英语听力和口语表达能力。
•故事时间：通过讲故事的形式，培养孩子们的阅读理解能力和表达能力。
3.2 小学生和中学生英语课程•语法和词汇：系统教授英语的基础语法和词汇，帮助学生打下坚实的英语基础。
•听力和口语：通过模拟对话和角色扮演等互动方式，提高学生的听力和口语表达能力。
•阅读和写作：通过阅读英文文章和写作练习，培养学生的阅读理解能力和写作能力。
3.3 大学生和职场人士英语课程•商务英语：培训学生在商务场景中的英语口语和书面表达能力，包括商务会谈、商务写作等方面。
•专业英语：为特定领域的学生提供专业英语培训，如医学英语、法律英语、金融英语等。
•学术英语：培养学生在学术研究方面的英语阅读和写作能力，提高他们在国际学术交流中的竞争力。
英孚学习计划安排
英孚学习计划安排IntroductionEnglish is an essential language in today's global society. It is vital for communication, education, business, and personal growth. As a result, many people around the world are eager to learn English and improve their proficiency in the language. To meet this demand, EF Education First (EF) offers a wide range of English learning programs designed to help students of all levels achieve their language goals. This English learning plan will provide a comprehensive overview of EF's programs, including its curriculum, teaching methods, and learning resources. Additionally, it will outline a detailed study plan for students who wish to improve their English proficiency with EF.EF Programs OverviewEF offers a variety of English learning programs that cater to different learning styles, goals, and schedules. Below are some of the key programs available at EF:1. EF English Live: EF English Live is an online English learning platform that provides personalized, one-on-one classes with certified English teachers. Students can choose from a variety of courses, including general English, business English, exam preparation, and more. Classes are conducted via video chat, and students have the flexibility to schedule lessons at their convenience.2. EF English Centers: EF operates language centers in over 50 countries, offering a wide range of English courses for students of all ages. These centers provide immersive language learning experiences through classroom instruction, cultural activities, and language exchanges with native speakers.3. EF Internships: EF offers English learning programs that combine language study with professional internships in English-speaking countries. This allows students to gain practical work experience while improving their language skills in real-world settings.4. EF University Preparation: For students planning to study in an English-speaking country, EF provides specialized courses to help them prepare for university-level studies. These courses cover academic English, test preparation, and university admissions counseling.Teaching Methods and CurriculumEF's teaching methods are based on the communicative approach, which emphasizes real-life communication and interactive learning. The curriculum is designed to develop students' language skills in the four key areas of reading, writing, speaking, and listening. Additionally, EF integrates cultural topics, current events, and multimedia resources into its lessons to provide a well-rounded learning experience.The teaching staff at EF consists of experienced, certified English teachers who are dedicated to helping students achieve their language goals. They use a variety of teachingtechniques, including role-plays, group discussions, and multimedia presentations, to engage students and encourage active participation in the learning process.Learning ResourcesIn addition to its in-person and online classes, EF offers a comprehensive range of learning resources to support students' language learning journey. These resources include:1. EF English Live platform: Students enrolled in EF English Live have access to a wide range of interactive lessons, practice activities, and multimedia resources on the platform. They can also take advantage of the platform's language assessment tools to track their progress and identify areas for improvement.2. EF English Centers: Students attending EF language centers have access to multimedia libraries, language labs, and online learning platforms to supplement their classroom learning. They can also participate in cultural exchange programs, language clubs, and conversation practice sessions with native speakers.3. EF English Apps: EF offers a series of language learning apps, including EF Hello, EF English Live, and EF English First High School Exchange Year, designed to help students improve their vocabulary, grammar, and pronunciation skills on the go.Study Plan with EFFor students who wish to improve their English proficiency with EF, the following study plan outlines a recommended course of action based on their language goals and learning preferences.1. Assessment: Before beginning their English learning journey with EF, students should take a language assessment test to determine their current proficiency level and identify their strengths and weaknesses in the language.2. Goal Setting: After assessing their language skills, students should set specific, achievable language learning goals. These goals could be related to improving their speaking and listening skills, preparing for an English proficiency exam, or gaining confidence in using English in professional settings.3. Program Selection: Based on their goals and preferences, students should select a suitable program offered by EF, such as EF English Live for personalized online classes, EF English Centers for immersive language learning, or EF Internships for a combination of language study and work experience.4. Class Schedule: Once enrolled in a program, students should establish a regular class schedule that allows them to dedicate sufficient time to their language studies. This may involve attending online or in-person classes, completing self-study assignments, and participating in language practice activities.5. Language Practice: In addition to formal lessons, students should actively seek opportunities to practice speaking, listening, reading, and writing in English. They can engage in language exchange partnerships, participate in conversation clubs, or use language learning apps to reinforce their skills.6. Progress Tracking: Throughout their language learning journey, students should regularly assess their progress by taking language proficiency tests, completing practice exercises, and seeking feedback from their teachers and peers.7. Cultural Immersion: For students studying at EF language centers or participating in EF internships, immersing themselves in the local culture and language will enhance their learning experience and help them develop a deeper understanding of the language.ConclusionEF offers a comprehensive range of English learning programs, teaching methods, and resources to help students improve their language proficiency and achieve their language goals. By following a structured study plan and taking advantage of the learning opportunities provided by EF, students can make significant progress in their English language skills and gain confidence in using English in various contexts. Whether students are looking to improve their conversational skills, prepare for an English proficiency exam, or pursue academic and professional opportunities in English-speaking countries, EF's programs are designed to meet their diverse learning needs. With the support of experienced teachers, interactive lessons, and immersive language experiences, students can embark on a rewarding English learning journey with EF.。
英语培训机构工作计划书
英语培训机构工作计划书Work Plan for English Training Institution1. Work goals and planning- To increase student enrollment by 20% over the next year- To improve student satisfaction through effective teaching and personalized attention- To expand course offerings to meet the needs of a diverse student body2. Tasks and time schedule- Develop and implement a marketing strategy to promote the institution and attract new students (Month 1-2)- Hire experienced and qualified teachers to improve the quality of instruction (Month 3-4)- Implement regular student feedback surveys and use results to improve instruction and meet student needs (Month 5-6)- Develop and implement new courses based on student feedback and market demand (Month 7-8)- Host events and workshops to build community and student engagement (Month 9-10)- Analyze and adjust marketing strategy and student services based on progress and feedback (Month 11-12)3. Resource allocation and budget planning- Allocate resources to develop effective marketing strategies and attract new students- Hire additional staff as needed to improve instruction and student services- Develop and adhere to a budget plan that allows for future growth and expansion4. Project risk assessment and management- Identify potential risks such as low enrollment, student dissatisfaction, financial constraints, and adjust plans accordingly- Develop contingency plans to address potential risks and mitigate their impact on the institution5. Work performance management- Develop and use performance metrics to measure teacher and student performance- Provide regular feedback and coaching to teachers to improve instruction quality- Monitor student satisfaction and adjust services to meet their needs6. Communication and coordination- Develop effective communication channels with staff, students, and stakeholders- Coordinate with marketing and outreach departments to develop a cohesive and effective marketing strategy- Collaborate with other institutions and organizations to expand course offerings and improve resources7. Work summary and retrospective analysis- Regularly assess progress and adjust plans accordingly to ensure successful achievement of goals- Conduct a comprehensive retrospective analysis at the end of the year to evaluate overall performance and identify areas for improvement.。
英语培训学校策划方案(2篇)
英语培训学校策划方案一、背景分析随着全球化的深入发展，英语已成为国际间最为流行的交流语言。
然而，在我国许多地方，英语教学水平仍然较低，需要加大力度进行英语培训。
因此，建立一所专业的英语培训学校，为学生提供系统、高质量的英语培训，具备很大的市场潜力。
二、市场需求分析1. 教育改革和国家政策的支持：我国教育改革的推进以及国家政策的支持，对英语培训行业提供了良好的市场环境。
2. 英语普及的需求：随着国际交流的增多，人们对英语的需求越来越大，不仅是学生，也包括职场人士和商务人士等。
3. 教育资源不足：由于英语教学资源的不均衡分配，特别是一线城市和沿海地区的英语教学资源相对丰富，而其他地区则资源较为匮乏。
三、目标定位本英语培训学校立足于提供综合性、系统性的英语培训服务，主要面向学生、职场人士和商务人士等需求人群。
通过高质量的教学和个性化的服务，培养学生良好的英语能力，提高其国际视野和竞争力。
四、资源准备1. 师资力量：招聘一支具备丰富的英语教学经验和语言专业背景的教师团队，为学生提供高水平的教学服务。
2. 教学设施：提供宽敞明亮的教学场所，配备多媒体教学设备，提供良好的教学环境。
3. 教材和教学资源：选择符合学生需求的优质教材，并提供丰富的英语学习资源，如课外阅读材料、网络学习平台等。
五、课程设置1. 初级课程：适合零基础学生，主要包括基础语法、词汇和听说读写等基本技能的培养。
2. 中级课程：深入学习英语语法、阅读理解和写作技巧等，培养学生的综合应用能力。
3. 高级课程：提供专门的商务英语和学术英语等高级课程，适应不同需求人群的培训要求。
六、教学方法1. 个性化教学：根据学生的不同特点和需求，量身定制教学方案，采用个别辅导和小班教学相结合的方式。
2. 多媒体教学：利用多媒体技术辅助教学，增强学生的学习兴趣和记忆效果。
3. 实践教学：通过参观访问、实地考察等方式，帮助学生应用所学知识解决实际问题，提高实践能力。
英文培训机构培训计划方案
英文培训机构培训计划方案IntroductionIn today's globalized world, English has become the most important language for communication in all walks of life. As a result, the demand for English language training has increased significantly in recent years. To meet this growing demand, our English training institution has designed a comprehensive training plan to provide high-quality English language education to students of all ages. This training plan aims to improve students' proficiency in listening, speaking, reading, and writing in English, and to help them achieve their personal and professional goals.Training ObjectivesThe primary objective of our training plan is to enhance students' English language skills and help them become confident and fluent speakers of English. Specifically, the training plan aims to achieve the following objectives:- Improve students' listening comprehension skills, including the ability to understand spoken English in a variety of contexts and accents.- Develop students' speaking skills, enabling them to communicate effectively and confidently in English.- Enhance students' reading comprehension skills, including the ability to understand and analyze a wide range of English language texts.- Improve students' writing skills, including the ability to write clear, organized, and coherent English language texts.- Provide students with a solid foundation in English grammar and vocabulary, enabling them to express themselves accurately and fluently in English.Training Program StructureOur training program is designed to be flexible and adaptable, allowing students to choose the course that best fits their needs and schedule. The program consists of the following components:1. Core English Language Courses: These courses are designed to develop students' overall English language proficiency. They cover a wide range of topics, including grammar, vocabulary, speaking, listening, reading, and writing skills. The courses are divided into different levels, from beginner to advanced, to meet the needs of students at various proficiency levels. Each level includes a series of modules that focus on specific language skills and competencies.2. Specialized English Courses: In addition to the core language courses, we also offer specialized English courses that focus on specific areas of language use, such as business English, academic English, and exam preparation. These courses are designed to help students achieve their specific language learning goals and can be taken in addition to or in place of the core language courses.3. One-on-One Tutoring: For students who require personalized attention and instruction, we offer one-on-one tutoring sessions with experienced and qualified English language tutors. These sessions are tailored to meet the individual needs of each student and provide focused instruction in specific areas of English language learning.4. Language Immersion Programs: To provide students with an immersive language learning experience, we offer language immersion programs that allow students to fully immerse themselves in an English-speaking environment. These programs include language study trips and study abroad programs, where students can practice and improve their English language skills while experiencing the culture and lifestyle of an English-speaking country.Training Materials and MethodsOur training institution uses a variety of materials and methods to deliver high-quality English language instruction to our students. These include:- Comprehensive Textbooks: Our core language courses are based on a series of comprehensive textbooks that cover all aspects of English language learning, including grammar, vocabulary, reading, writing, speaking, and listening skills. These textbooks are designed to provide students with a solid foundation in English language and help them progress through the different proficiency levels.- Multimedia Resources: In addition to textbooks, we also use a variety of multimedia resources, such as audio and video recordings, online learning platforms, and interactive learning software, to provide students with a diverse and engaging learning experience. These resources help students improve their listening and speaking skills, and provide opportunities for interactive language practice and feedback.- Communicative Teaching Methods: Our training institution employs communicative teaching methods that focus on real-life communication and language use. These methods emphasize interactive and communicative activities, such as role-plays, discussions, debates, and collaborative projects, to help students develop their speaking and listening skills and build their confidence in using English.- Language Practice and Feedback: To help students practice and improve their language skills, we provide opportunities for language practice and feedback through group activities, pair work, and individual exercises. Our experienced and qualified instructors provide constructive feedback and guidance to help students improve their language accuracy and fluency.Assessment and EvaluationOur training plan includes regular assessment and evaluation to monitor students' progress and ensure that they are achieving their language learning goals. This includes:- Continuous Assessment: Throughout the training program, students are assessed through a variety of methods, such as quizzes, tests, assignments, and projects. These assessments help instructors identify students' strengths and weaknesses and provide targeted support and guidance to help students improve their language skills.- Progress Reports: At regular intervals, students receive progress reports that provide feedback on their performance and progress in the training program. These reports help students and instructors identify areas for improvement and set goals for further language development.- Performance Testing: At the end of each course or level, students are required to take a performance test to evaluate their language proficiency and readiness to move on to the next level. These tests assess students' listening, speaking, reading, and writing skills and provide a comprehensive measure of their overall language proficiency.Professional Development for InstructorsOur English training institution is committed to providing high-quality instruction to our students, and therefore, we place a strong emphasis on the professional development of our instructors. Our instructors undergo regular training and workshops to update their knowledge of language teaching methodologies and best practices, and to enhance their teaching skills and abilities.ConclusionOur comprehensive English language training plan is designed to provide students with the knowledge, skills, and confidence to communicate effectively and fluently in English. With a focus on interactive and communicative language learning, personalized instruction, and a variety of resources and methods, our training program aims to meet the diverse needs of students at all proficiency levels. We are committed to providing high-quality English language education that enables our students to achieve their personal and professional goals and succeed in the globalized world.。
英语培训机构策划方案
三、市场分析
1.目标市场：以中青年为主，包括学生、职场人士、出国留学及移民群体。
2.竞争态势：分析本地及在线英语培训机构，了解其课程设置、教学特点、价格策略等，为本机构制定差异化竞争策略提供依据。
四、课程设置
1.基础课程：包括英语语法、词汇、发音等，适用于英语初学者。
2.提升课程：针对具有一定英语基础的学员，通过情景模拟、角色扮演等方式，提高学员的英语听说能力。
3.精品课程：针对英语水平较高的学员，提供专业化的英语培训，如商务英语、学术英语等。
4.考试辅导：针对各类英语考试，提供专业的考试辅导，帮助学员顺利通过考试。
5.个性化课程：根据学员需求，提供一对一或小班授课，满足个性化学习需求。
七、服务与管理
1.设立学员服务中心，提供报名、咨供个性化辅导。
3.定期举办学员活动，如英语角、讲座、比赛等，增强学员之间的互动与交流。
八、市场营销策略
1.品牌塑造：明确品牌定位，传递专业、权威的形象。
2.宣传推广：利用线上线下渠道，扩大品牌知名度。
2.情境模拟：设置真实语境，让学员在实践中学习英语。
3.信息技术辅助：利用多媒体、网络资源等，丰富教学手段。
4.个性化辅导：关注学员个体差异，量身定制学习计划。
六、师资团队
1.招聘具有专业英语水平和丰富教学经验的教师。
2.定期举办师资培训，提升教师教育教学能力。
3.建立教师评价体系，激励教师不断提高教学水平。
二、项目目标
1.提升学员的英语听、说、读、写四项基本技能，尤其是口语表达能力。
2.培养学员的英语思维，提高跨文化交际能力。
3.帮助学员顺利通过各类英语考试，如四六级、雅思、托福等。
英语培训学校策划方案
英语培训学校策划方案一、背景分析：随着全球化进程的加快和国际交流的不断增加，英语的重要性也越来越突显。
无论是学生、职场人士还是普通民众，都对提高英语水平有着强烈的需求。
因此，在当前市场环境下，开设一家专业的英语培训学校具有较大的市场潜力。
二、目标受众：1. 学生：包括小学、中学、大学及研究生阶段的学生，他们需要提高英语听、说、读、写的能力，以适应学校教学和考试要求。
2. 职场人士：包括企事业单位的员工、自由职业者以及求职者，他们需要提高英语水平以扩大工作机会和提升竞争力。
3. 普通民众：包括对英语有兴趣或需要使用英语进行日常交流的人群，他们希望通过培训提升英语水平，提高日常生活质量。
三、核心价值：我们的英语培训学校致力于提供高质量的英语培训课程，以提升学生和学员的英语水平，帮助他们达到学业或职业目标。
我们的核心价值包括：1. 优质师资：拥有一支经验丰富、专业素质高的教师团队，他们具有扎实的英语基础和教学经验，并能通过个性化教学方法满足学员的需求。
2. 专业课程：根据学生和学员的英语水平和需求，提供全面的英语课程，包括听、说、读、写、词汇、语法等方面的培训，以帮助学员全面提高英语能力。
3. 灵活学习模式：我们将提供多种学习模式，包括面授课程、在线课程以及个性化辅导，以满足不同学员的学习需求。
4. 良好服务体验：为学员提供优质的学习环境和服务，包括舒适的教室、先进的教学设备以及及时的学习跟踪和反馈。
四、市场调研：在策划开设英语培训学校之前，需要进行市场调研，了解目标受众的需求和竞争对手的情况，以制定合适的经营策略。
市场调研的内容包括：1. 目标受众的需求调研：通过问卷调查、访谈等方式，了解目标受众对英语培训的需求、痛点以及对培训学校的期望。
2. 竞争对手分析：调查本地区已有的英语培训学校，了解其教学内容、师资力量、收费标准等情况，确定自身的竞争优势和定位。
五、经营策略：1. 课程设置：根据市场调研结果和目标受众的需求，设计不同级别和类型的英语培训课程，包括基础英语、商务英语、考试英语等，以满足不同层次和需求的学员。
英孚学习自律计划
英孚学习自律计划IntroductionSelf-discipline is the ability to control oneself and make progress in achieving personal and professional goals. It is a key ingredient to success in any endeavor, including language learning. Engoo offers a range of English learning resources, including online classes, one-on-one tutoring, and language learning apps. In this study, we will explore a self-discipline plan for Engoo learners to help them stay focused and motivated in their English language learning journey.Setting Clear GoalsThe first step in developing self-discipline is to set clear and achievable goals. Engoo learners should take the time to establish specific objectives for their language learning, such as achieving a certain level of proficiency, passing an English exam, or improving communication skills for work. These goals should be realistic and measurable, with a clear timeline for achievement. Engoo learners can work with their tutors to set these goals and track their progress over time.Creating a Study ScheduleOnce goals are established, Engoo learners should create a study schedule that fits their lifestyle and learning style. Whether they prefer to study in the morning, evening, or during lunch breaks, a consistent study routine is essential for developing self-discipline. Engoo offers flexible online classes and tutoring sessions, making it easy for learners to fit English study into their daily routine. Learners should also incorporate self-study and practice time into their schedule, using Engoo's language learning apps and resources to reinforce what they have learned in class.Staying AccountableStaying accountable is a key aspect of self-discipline. Engoo learners can stay accountable by setting regular check-ins with their tutors, tracking their progress through assessments and quizzes, and participating in language challenges and contests. Engoo's online platform also allows learners to connect with other students and form study groups for additional support and accountability. By staying connected and engaged with their language learning community, learners can stay motivated and focused on their goals.Managing DistractionsOne of the biggest challenges to self-discipline is managing distractions. Engoo learners should identify common distractions and create strategies to minimize their impact on their study time. This could include turning off notifications on their devices, finding a quiet study space, or using productivity tools to stay focused. Engoo also offers a range of studymaterials that learners can access offline, allowing them to study without the distractions of the internet.Rewarding ProgressAs learners make progress towards their language learning goals, it's important to reward themselves for their hard work and dedication. Engoo learners can set up a reward system for reaching milestones, such as treating themselves to a favorite activity or indulging in a special treat. Rewards can help to reinforce positive study habits and motivate learners to continue making progress in their language learning journey.ConclusionSelf-discipline is an essential skill for success in language learning and beyond. Engoo learners can develop self-discipline by setting clear goals, creating a study schedule, staying accountable, managing distractions, and rewarding their progress. With the support of Engoo's online resources and tutoring services, learners can stay focused and motivated in their English language learning journey. By following this self-discipline plan, Engoo learners can achieve their language learning goals and become more confident and proficient English speakers.。
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新东方
学前辅导
中小学辅导
大学考试 在职培训 出国留学 语言学习 夏冬令营 系统完整
韦博国际 英语
零基础 日常英语 旅游英语 职场英语 托福雅思 商务英语
成人教育
3、英孚教育品牌关注度
语言类服务市场因各类政策的出台和消费者的理性培养，自 2011年开始已渐趋平稳。因此当下的语言类市场格局近5年内相差不 大。
通过温馨提示栏 信息及社区物业 通知等与消费者 充分互动，建立 情感联系。
推动终端传
播
深入消费者生活 环境， 大大提高了传播 迅度与质量，让 人们在走路、散 步、健身等，日 常习惯中接受所 传达的信息。
养成习惯
最终让消费者形 成生活习惯，每 次途经广告牌， 都会留意栏中发 布信息。
定期举办社区活动改变人们的观念
社区活动分析
1 受众易于接受 2 深入消费者，了解其需求 3 企业文化和教育理念得到宣传 4 与受众沟通的良好方式
【社区活动推广服务案例】
安徽卫视“我为歌狂”推广案例 一、落地推广的八个城市 上海、天津、广州、杭州、沈阳、哈尔滨、青岛、福州。 二、推广形式 1、社区观众节活动：社区观众有奖收看、有奖抢答等。 2、信息传播：社区海报，楼道通知，及入户单页三种形式。
[对策：传播计划需求]
碎片化的受众终究要回家，社区是碎片的集合点。而且干扰
创新渠道 度低，是“英孚”形象传播的最佳选择之一。 覆盖家庭 覆盖中高收入家庭，有效影响以家庭为单位的受众。 生动传播 采用体验式传播，详细而生动传递英孚的形象。
根据以上的分析，社区是最符合条件的传播单位
社区分析
1 是人们活动的基本场所之一 2 人群数量庞大，年龄分布均匀 3 是完整家庭的组合 4 可以反复强调，到达率高
1.55 1.42 1.29
《我为歌狂》分城平均
地区
收视率% 市场份额%
杭州(M) 沈阳(M) 福州(M) 广州 天津(城)(M) 青岛(M) 上海(新) 哈尔滨(M)
2.26 1.16 2.04 0.91 0.45 0.55 1.43 2.09
5.16 4.45 7.85 3.18 1.23 1.92 5.21 8.57
【外】 英孚教育的硬件实力已 经颇为成熟，但其文化 软实力有待进一步提升， 急切与受众建立全面的、 有针对性的感性接触。
【内】新东方有二 十多年的办学经验，在 教育理念和师资等硬件 的建设上已颇为成熟。
【外】 新东方创始 人俞敏洪，他本人的励 志故事以及外界形象是 良好的企业招牌，具有 本土性和国际性相结合 的优势。
英孚教育常规媒拥堵不堪，需要借助 更加巧妙的传播手段来凸显自己（创新传播手段）。
如何做到有的放矢？
教育与家庭息息相关，需要覆盖以家庭为单位的 受众才能全面感染家庭（精准定位客户群）。
如何提高传播到达率？
生动和高到达率历来是评价广告是否成功的两 大重要元素，将生动的广告反复强调以提高到 达率不失为良策（社区传媒）
英孚教育营销方案
浙江火神文化传播股份有限公司
01 英孚教育的现状
目
录
02 现状产生的原因
CONTENTS
03 改进对策及预期结果
04
01 英孚教育的现状
1、主要业务
海外游
企业语
学和留
言培训
学课程
英孚教育
针对
的课程类
针对
学生
型
企业
3-18岁 青少儿 英语课
程
职场英 语培训 课程
2、主要竞争对手
新航道 留学考试 青少英语
旗鼓相当 不如新东方
3、广告投放针对性不强
新东方的针对性营销
1、举办主题活动：英语竞赛等 2、公关及形象活动：试讲，电话回访等 3、宣传活动：派发传单，高校巡回演讲， 与社团合作等
因其目标客户人群主要 在大学
主要活动地点在市区繁 华的广场，虽然人流量
大，但是到达率低
03 改进对策及预期结果
1、提高知名度
温馨提示栏是社区传播的最好方式 社区的广告形式众多，温馨提示栏是效果最好的
1 到达率高 2 成本低，效果好 3 地处电梯楼道口，能反复强调 4 广告性削弱，受众更易接受
英孚教育利用关社爱区进媒体社第区一品牌安康快告为载体，建立英孚教育社区生动传播，牢
牢占据社区注意力核心。让目标社区居民通过LED电子杂志第一时间感受英 孚教育权威独道的品牌。
企业语言培训 3-18岁青少儿英语 留学和游学课程 职场英语培训
兴趣培养 职业培训
以培养兴趣为主
与同行相比 产品类别 不够丰富
与同行相比 客户群单一
与同行相比 产品
达到的目标单一
2、国际品牌的水土不服，企业形象建设的薄弱 英孚教育与新东方内外环境分析
【内】 英孚教育作为一家专业的 教育机构，拥有众多资历 深厚的金牌导师，已形成 独特的教育理念，其硬件 设施已经颇为成熟。
2012年，英孚教育的品牌关注度为12%，排名第二，但与排名 第一的新东方的46%相差很大。
02 造成现状的原因 1、自身产品不够完善
主要业务
学前辅导 小学辅导 中学辅导 大学考试 在职培训 出国留学 语言学习 夏冬令营
升学考试 留学考试
客户目的类别 大学考试 职业培训
兴趣培养
产品主攻方向
考试与兴趣培养相 结合
从推广结果来看，《我为歌狂》在所推广的八个城市收视率都有明显提升。其中杭州提 升超过120%、哈尔滨180%、上海130%、福州110%。
这意味着我们的推广是行之有效的。
活动现场人流涌动
小结 问题
英孚教育的品牌关注度只占新东方的三分之一
原因 解决
1、产品自身完善性不高 2、企业良好形象建设薄弱 3、广告投放没有针对性
位于社区单元楼道口，超 高关注度
通知栏上有与据母女生活 息息相关的通知等，有效 吸引居民注意
必经通道的反复强调，增 加民众对于品牌的记忆。
最大化利用社区资源，精准 锁定目标社区，协助开展各 类社区活动
[媒介优势]
深度沟通
提升影响
生动化的户外广告 形式提高产品从小 平面广告到切实户 外媒体的广告视觉 冲击力。
《我为歌狂》社区推广同时段 收视率前后对比
2012/1/1至2012/12/31后晚平均
地区 收视率% 市场份额%
杭州(M)
0.8
2.01
沈阳(M) 0.79
2.93
福州(M) 0.72
2.58
广州(M) 0.72
2.36
天津(城)(M) 0.42
1.13
青岛(M) 上海(新) 哈尔滨(M)
0.4 0.38 0.34