【论行业】教育培训行业的三个拐点
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mso-hansi-theme-font:minor-latin">为什么你的学校办不大？为什么你的老教师留不住？为什么学大业务核心是教学顾问？为什么学而思创造出的是“教学模式”？为什么新东方的教师要搭班？</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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mso-hansi-theme-font:minor-latin">如果你能够冷静地思考过以上问题，再看完本文，一定会对当下所面临的办学问题招到突破口。但是未来怎么样，也得睁眼向前看。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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mso-hansi-theme-font:minor-latin">培训机构千千万，看似同质化的行业竞争，其实各有各的核心竞争力，运作模式也大不相同。教育培训机构的运作模式与创始人的个人风格息息相关，与刚开始的业务特点密切相关。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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mso-hansi-theme-font:minor-latin">教育培训机构的底层逻辑是在家长</span><span lang="EN-US" style="font-size:14.0pt">/</span><span style="font-size:14.0pt;font-family:
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mso-hansi-theme-font:minor-latin">学生、老师之间充当关系组织者，机构搭建平台，由家长付费，老师来服务家长和学生。这个逻辑链条决定了三者之间的利益关系，家长支付的费用大约</span><span lang="EN-US" style="font-size:14.0pt">10%</span><span style="font-size:14.0pt;
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Calibri;mso-hansi-theme-font:minor-latin">左右机构的利润，</span><span lang="EN-US" style="font-size:14.0pt">30%</span><span style="font-size:14.0pt;font-family:
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mso-hansi-theme-font:minor-latin">作为老师的劳动报酬，其余的</span><span lang="EN-US" style="font-size:14.0pt">60%</span><span style="font-size:14.0pt;font-family:
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mso-hansi-theme-font:minor-latin">基本用作营销宣传、场地租赁、日常运营等各方面的开支。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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mso-hansi-theme-font:minor-latin">底层逻辑链条决定了价值分配，价值分配导致了培训学校的三次拐点必然出现。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">第一个拐点：专业户拐向个体户</span></b><b><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></b></p>
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mso-hansi-theme-font:minor-latin">在初创时期，一拍脑袋就成立一家培训机构，创始人的个人魅力、教学能力、人脉关系吸引到了第一批的“天使学员”。相信每一位校长君一定相信，教育培训机构的生存之本便是优秀的师资力量和教学水平。因为创始人的专业，因为创始人个人魅力的充足释放带来首批学员，除去日常运营及房租，可以拿到</span><span lang="EN-US" style="font-size:14.0pt">60%</span><span style="font-size:14.0pt;
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mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">以上的利润，但是个人精力的不足，必然面对第一个拐点，向个体户阶段转化。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
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<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">既要教学，又要招生，还要维护好老客户的关系，也赚到了一些钱，积攒了部分资金，自己也忙不过来了，转而想要扩大再生产，招人，这是校长君您肯定想到的第一个解决方案，把部分工作转移让其他人来分担。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">但是，教育行业又有其特殊性，你招来的教师辛辛苦苦上了课，拿到的仅仅是课程总费用的</span><span lang="EN-US" style="font-size:14.0pt">30%</span><span style="font-size:14.0pt;
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mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">，且不论教师教学水平的高低，心里都会觉得不爽。而家长也会觉得我花了这么多的钱，却是一个只值课程费用</span><span lang="EN-US" style="font-size:14.0pt">30%</span><span style="font-size:14.0pt;
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mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">的老师在上课，心里也暗暗不爽。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">然后就是校长君你头疼苦恼的问题来了，但凡有点能耐的教师，就会带走你三分之一的学生弃你而去，到隔壁开个班赚的比你还多。教师的流动成了机构最大的威胁，机构的持续发展就必须建立一种新的模式来防止教师的流失。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">无论学大模式，还是学而思模式、新东方模式，采取的都是降低教师的重要性，将原来一个教师的工作内容模块化，分做几个环节来由多个教师实施，市场招生一个环节，课程顾问一个环节，教学一个环节，教研一个环节，甚至原来的一个课程拆分成多块，典型的就时新东方模式，英语拆分为词汇、语法、阅读等。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">工作模块化，课程拆分细化都是在降低单个教师的重要性，防范教师的流失。随着互联网的发展，尤其移动互联网的加速到来，教师的</span><span lang="EN-US" style="font-size:14.0pt">U</span><span style="font-size:14.0pt;
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mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">盘化生存更加便利，抢占机构市场份额的互联网平台也初露锋芒。未来在线教育平台跟谁学、疯狂老师或其他什么新型平台要拆掉的是教育机构存在的底层逻辑，重新构建利益关系。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">第三个拐点：公司化向哪拐？</span></b><b><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">互联网平台想要颠覆传统教育培训机构暂时不大可能，但是卸掉校长君你的一条桌子腿不成问题。他们重新构建的利益关系是家长支付的课程费用</span><span lang="EN-US" style="font-size:14.0pt">90%</span><span style="font-size:14.0pt;
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mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">以上是教师的劳动报酬，</span><span lang="EN-US" style="font-size:14.0pt">10%</span><span style="font-size:14.0pt;font-family:
宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:
宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">作为场地费用，没有了以前机构的运营费用了，更没有想过要向老师赚钱。因为他们有更隐蔽的盈利模式，平台担保，线上成交，学生评价，课后结算，依据评价推荐教师，再根据评价给教师课酬定价。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">这不再是降低教师重要性，而是做了一个过滤网，将优秀教师筛选出来，让更优秀的教师赚到更多的钱，甚至几个单点非常优秀的教师通过在线课程可以将这个点的学生全部聚拢在一起。还在和同行厮杀校长君你拿什么来和单个的教师比拼？</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin">未来向哪拐？</span></b><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
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mso-hansi-theme-font:minor-latin">日本的管理学大师稻盛和夫给出的方向是阿米巴模式，中国制造的网红芬尼克兹创始人宗毅给出的方向是裂变式创业，传统教育培训行业也有人在试水“工作室</span><span lang="EN-US" style="font-size:14.0pt">+</span><span style="font-size:14.0pt;
font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">合伙人”模式。大众创新，万众创业，无论创新还是创业，都是在这一股浪潮中想要至少革掉传统教育培训机构的一条腿。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
margin-left:0cm;mso-para-margin-top:.5gd;mso-para-margin-right:0cm;mso-para-margin-bottom:
.5gd;mso-para-margin-left:0cm"><span style="font-size:14.0pt;font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:
宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">未来向哪里拐？小易我也不知道，以上也绝不是危言耸听。借用罗胖早上的卖书营销的案例，作为结尾。</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">培训机构必然不会被平台取代</span><span lang="EN-US" style="font-size:14.0pt;
color:red"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">线上教育必然会雄起</span><span lang="EN-US" style="font-size:14.0pt;color:red"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">你必然会错过太多</span><span lang="EN-US" style="font-size:14.0pt;color:red"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">我们都将必然被裹挟在这个时代的“流”里</span><span lang="EN-US" style="font-size:14.0pt;
color:red"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">我是招生易平台的小易</span><span lang="EN-US" style="font-size:14.0pt;
color:red"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:14.0pt;font-family:宋体;mso-ascii-font-family:
Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:宋体;mso-fareast-theme-font:
minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;
color:red">教育培训行业过滤器必然会出现。</span><span lang="EN-US" style="font-size:14.0pt;
color:red"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin-top:7.8pt;margin-right:0cm;margin-bottom:7.8pt;
margin-left:0cm;mso-para-margin-top:.5gd;mso-para-margin-right:0cm;mso-para-margin-bottom:
.5gd;mso-para-margin-left:0cm"><span style="font-size:14.0pt;font-family:宋体;
mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:
宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin">小易个人微信</span><span lang="EN-US" style="font-size:14.0pt"> vlife001 </span><span style="font-size:14.0pt;
font-family:宋体;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:宋体;mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:
Calibri;mso-hansi-theme-font:minor-latin">欢迎勾搭</span><span lang="EN-US" style="font-size:14.0pt"><o:p></o:p></span></p><p></p> 欢迎同行私聊勾搭！探讨这一话题！ 招生易 发表于 2015-12-15 04:32
欢迎同行私聊勾搭！探讨这一话题！
:handshake
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