在刚刚结束的2014GMIC硅谷站大会上，学大教育CEO金鑫进行了题为“学大教育O2O之路”的全英文演讲。金鑫表示，O2O模式为传统教学带来了三大改变，使其进行着全面的重建：提升学习效率，形成“以学生为中心”的智能学习；改变交付方式，完成可视化教学交付；创新管理模式，实现云平台组织管理。
以下为中英文演讲实录：
首先，我想要介绍一下学大教育集团，其是中国最大的全国个性化辅导服务提供商。在中国，我们主要将实验限定在小学到高中。我们的目标是中国一千万小学与中学学生。中国小学与中学学生辅导服务的市场规模约为1050亿美元。学大提供个性化辅导服务，大多是一对一的辅导。我们去年创造了3.47亿的年度收入，有组织地成立了包含457个学习中心的全国性网络，覆盖中国80多个城市。我们拥有8,500多位全职教师和超过15,000名员工。
所以，学大学习中心网络覆盖了整个中国，中国绝大数省份都有我们的学习中心。最大的市场在前五个城市，北京、西安、上海、南京和广州。学大典型的学习中心有500平方米，超过150名学生，并且每年创造一百万美元的收入。我们服务每个小学到高中的学生，并且提供所有学科的辅导服务。
这是我们典型个性化服务的模范流程。当学生来到学大中心，他们会做评估。学大的专业顾问会跟他们面对面交流以了解这些学生。我们会根据学生的评估结果定制学习计划。我们会定制个性化辅导，大多数是一对一的服务。整个教学过程均有我们的系统支持。学大为全部个性化服务过程创建了一个系统。
中国在线教育最近的一项研究报告显示，在线教育市场在以每年20%的速度增长。到2016年，我们将达到1,500亿人民币的总值，估计会有超过一亿的在线教育用户，所以这是一个发展非常迅速的市场；同时据统计29%的互联网用户使用我们的教育服务，有近42%的用户打算使用和购买在线教育服务。
同时传统的辅导培训在中国发展得非常成熟且极具竞争力，但市场分化非常严重。对中国排名前五的竞争者而言，市场份额仅占3%，因此这是一个十分零散的市场。每年有许多小公司进入该市场，同样也有很多公司退出该市场。但是对于线下教育公司而言，学生的学习时间非常有限。在中国，公立学校占用了学生大部分的时间，所以学生们就只能在周末到一个教育培训公司进行学习；而且在线下环境里，教学质量和成果很难得以衡量和控制。
而在线教育公司也同样面临着许多挑战。在线上学习中，学生们普遍不具备自我控制能力并有意愿进行学习；同时关于如何教学以及一些技巧的运用，老师的知识和能力都十分有限。
因此，学大教育公司建立了线上到线下（O2O）的教学模式，我们称之为e学大。在线上教学方面，我们建立了一个大规模的云平台，可以追踪学生的学习数据，并在数据库中编进了教材和标准格式，推动了我们的全职教师将该内容及其线下教材分享到数据库中。因此，通过整个系统我们可以查看到每名学生的学习曲线。
从线下看e学大平台可以覆盖到我们所有的学习中心，另外我们每一位全职教师都可以利用e学大准备教材，给学生布置作业，并根据e学大评估为每名学生定制学习计划。所以我们可以通过该系统得出实时结果。我们已于今年三月份推出了该系统。
与此同时，我们还为用户开发了很多应用程序。对学生而言，我们有针对智能手机和平板电脑的应用软件。学生们可以使用该应用软件进行评估和做作业，上面也有来自其他省其他学校的试题。对于老师来说，他们可以使用这款应用在数据库中准备教学方案和教学材料。同时，他们还可以在课堂上使用iPad和安卓平板电脑教学。对于家长来说，我们提供监管孩子的应用，监控孩子何时开始以及每一份课程材料。同时，他们还可以向老师提供反馈和评价。这让整个流程变得完整，学习过程也十分透明。
除此之外，我们还为公立学校提供了学校版本。公立学校的老师可以使用我们的系统来管理公共课堂上的学生。现在已有15余所公立学校使用了我们的平台。
到目前为止，e学大已覆盖了从小学到高中的超过10,000个知识点和120万个考题。我们还拥有65,000份教学方案材料和25,000个微视频课程。每个月在数据库中更新10,000份新的教学方案、150,000个考题和2,000个新的微视频课程。
现在，e学大已经拥有近700,000名用户了。在我们的内部管理系统中，有超过90%的老师使用e学大来准备教学材料和布置作业。而近50%的学生在使用e学大写作业。所以这是一个循序渐进的过程，正在慢慢提高普及率。
我们认为传统的教学模式正在重建，将其从传统的线下教学转变为线上教学，这样能够提高学生的学习效率，改变教学模式，提高教学质量并改善教学效果。同时在e学大模式下，我们的整体组织水平将得到了提高，整体组织管理将更有效率。
所以我们认为，我们是在为教育培训机构的线下教育公司建立的一种新模式。我们希望能够做正确的事，为中国培训机构以及中国的教学系统带来积极的影响。这是我们的目标，我们会努力去实现。
First of all, I would like to introduce Xueda Education Company Group. Xueda Education Group is the largest tutorial national provider of the personalized tutoring services in China. In China, we defined the key trial from elementary school to high school trial grads. We target in 10-million students in primary and secondary school in China. China tutoring services for primary and secondary school students in market size, there’d be approximately US$105 billion. Xueda offers personalized tutor services, mostly one-on-one tutoring. We created US$347 million in annual revenues in last year. Organically develop nationwide network of about 457 learning centers throughout over 80 cities in China. We have over 8,500 full-time teachers and over 15,000 employees. And we became a public company in November 2010 in the (NYSE).
So, Xueda’s Learning Center network across China, most of China’s provinces have our learning centers. The biggest markets are in the top five cities, Beijing, Xi‘an, Shanghai, Nanjing, and Guangzhou. The typical learning center of Xueda is 500 square meters, over 150 students, and creates about US$1 million in revenue per year. We serve every students from primary school to the high schools, we offer all-subjects tutoring service.
This is our typical personalized service model process. When students come to Xueda center, they do their assessment. A Xueda professional consultant has a face-to-face conversation to get to know the students personally. We customize the study plan based on the students’ assignment results. We tailor the personalized tutoring, mostly the one-on-one service.
The whole teaching process is supported by our system. Xueda developed a system for the whole personalized service process. According to a study recently, an online education report for China, the online education market grows by 20 percent each year. We will achieve about 150 billion RMB by 2016. And by 2016, we estimate we will be over 100 million online education users, so it’s a very rapid market. And 29 percent of Internet users use our education service but still nearly 42 percent of users have plan to use and purchase online education services.
In the second part, online education projects 2014, May. Estimate nearly 1,000 online education companies this year end. About every quarter, over 100 education companies start up. In each sector, the key trial fastest-growing segment, most of the start of companies are in the key trial sector.
In the traditional tutorial training segment, it is very mature in China and very competitive. Its market is very fragmented. For the top five players in China, the market share is only 3 percent, so it’s a very fragmented market. A lot of smaller companies enter the market every year, and also a lot of companies exit. For the traditional off-line educational company, they have many various obstacles to the online sector. Also, for the online education companies, they also have problems to enter the market. For the off-line educational company, the major problem is students have very limited time to study. In China, the public school is occupied most of time of students. So students can come to a training educational company only on the weekends.
In the off-line environment, the teaching quality and the results are very hard to measure and control. Also, for the online educational company, they also face a lot of challenges. In the tutorial, students self-control and a willingness to learn. The teacher has limited knowledge and skill to learn how to teach and using some of the technical. So Xueda built the O TO O teaching model. We call it e-Xueda. For the online side, we built a massive examination questions database instructor and. And we developed the teaching materials and standard format into a database. And we pushed our area full-time teachers to contribute to the content and their off-line teaching material into the database.
So, by the whole system, we can build the standard of teaching material format in the center. So we can trace every student’s learning curve and. From the off-line side, all of our learning centers in the e-Xueda platform, with us every full-time teacher uses e-Xueda to prepare their teaching materials, assign homework to the students, and customize the study plan for each student based on the e-Xueda assessment. So we can in real-time results through the system. We launched the system in March of this year.
We developed many applications for users. For students, we have the app for the smart phone and tablet. Students can use the application to do assessments and do their homework, also have the examination in other schools in other province. And for the teacher, they can use the app to prepare the teaching plan, the teaching material from the database. Also, they can teach in our class, they can teach students through the iPad or the android pad. And for the parent, we offer the application to monitor their children, the child starting the process and every course material. Also, they can give teachers feedback and comments. It makes the whole process whole and the learning process is very transparent.
We also launched the school version for the public schools. A public school teacher can use our system to manage their students in the class, the public class. Now we have more than 15 schools using our platform in the public schools.
In e-Xueda until now, we have covered from elementary school to high school over 10,000 knowledge points and 1.2 million examination questions by. Also, we have 65,000 teaching plan materials and 25,000 micro video courses. Every month, 10,000 new teaching plans are updated and added to the database and 150,000 questions are added to the database, and 2,000 new micro video courses are added into the database every month.
Now, we have nearly 700,000 users in e-Xueda. And in our internal management system, we have over 19 percent teachers use e-Xueda to prepare their teaching materials and assign homework. Nearly over 50 percent of the students use e-Xueda to do their homework. So it’s an ongoing process, improving the penetration rate.
So we think we are rebuilding a traditional teaching model from a traditional off-line teaching model to the online teaching model. Though it can improve student study efficiency, it can change teaching model. It can improve teaching quality and improve teaching results. Also, in the e-Xueda model, it can improve our whole organization, enable whole organization manage more efficiency.
So we think we have built a new model for the traditional off-line educational company in the training industry, we hope we do the right thing to make positive influences to China, the Chinese training industry, and the Chinese educational system. It is our target, and we will make effort to achieve.(来源：辅导圈)
| 
发表于 2014-12-9 23:10:25
楼主