小狼：教培行业招生模式的进化

Marketer 发表于 2016-11-28 22:33:50

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<BLOCKQUOTE style="BORDER-LEFT-WIDTH: 0px; BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; FONT: 14px 'Helvitica Neue', Helvitica, Arial, 'Hiragino Sans GB', 'Microsoft YaHei', 'Arial Regular', 'Microsoft JhengHei', sans-serif; PADDING-LEFT: 0px; MARGIN: 5px auto; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BORDER-TOP-WIDTH: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px" data-url="http://wxedit.yead.net" data-author="易点微信编辑器"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">首先我们要清楚一点，教培行业核心竞争力的本质是对招生成本的控制，不管是线上还是线下，是1对1还是班课，是K12还是成人教育都是如此。而不是老师、教学产品、教学服务等。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">因为优秀的老师、教学产品、教学服务产生的结果就是学生的体验很好，效果很好，提分很高，进一步带来口碑和品牌。而口碑和品牌带来的最终效果就是降低了招生成本。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">所以我们通常认知的教培机构的核心要素归根结底都是通过降低招生成本得以体现实际价值。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">因此，一个机构如果能够做好对招生成本的控制，那就能够成为一个有潜力的培训机构，甚至可能成为教培业的一匹黑马。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">广义的招生成本不仅仅只是机构多招一名学生需要付出的市场营销费用，还包括为了产生额外口碑传递打造品牌影响力而额外付出的教师培训管理成本、教学产品研发成本和技术开发成本。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">以学而思为例，它是第一家真正使用了互联网营销的公司。学而思通过奥数网/E度论坛/家长帮<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; TEXT-DECORATION: ; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">等传递产品信息以获取学生家长信任，从而大幅降低了招生成本，使其在超低外部市场投入的情况下，碾压传统竞争对手。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">明确了招生成本控制对于培训机构的重要性，我们才能对此进行分析研究。</SECTION></SECTION></BLOCKQUOTE></DIV> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: center; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; FONT-FAMILY: 'MicroSoft YaHei'; TEXT-TRANSFORM: uppercase; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 27px; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255)">全文共计<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; FONT-FAMILY: 'MicroSoft YaHei'; TEXT-TRANSFORM: uppercase; COLOR: rgb(0,116,191); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 27px; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255)">5600<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; FONT-FAMILY: 'MicroSoft YaHei'; TEXT-TRANSFORM: uppercase; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 27px; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255)">字，建议阅读时间<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; FONT-FAMILY: 'MicroSoft YaHei'; TEXT-TRANSFORM: uppercase; COLOR: rgb(0,116,191); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 27px; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255)">12<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; FONT-FAMILY: 'MicroSoft YaHei'; TEXT-TRANSFORM: uppercase; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 27px; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255)">分钟 
<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 16px; MAX-WIDTH: 100%; FLOAT: left; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 15px 0px 0px -7px; DISPLAY: block; PADDING-RIGHT: 0px"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 15px; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; MIN-WIDTH: 75px; COLOR: rgb(255,255,255); PADDING-BOTTOM: 5px; TEXT-ALIGN: left; PADDING-TOP: 5px; PADDING-LEFT: 8px; CLEAR: both; MARGIN: 0em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5; PADDING-RIGHT: 8px; MAX-HEIGHT: 30px; BACKGROUND-COLOR: rgb(0,116,191)">目录 
<SECTION style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; PADDING-BOTTOM: 16px; PADDING-TOP: 16px; PADDING-LEFT: 16px; MARGIN: 0px; LINE-HEIGHT: 1.4; PADDING-RIGHT: 16px; box-shadow: rgba(0, 0, 0, 0.498039) 0px 0px 4px"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0px; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.75em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">招生成本取决于培训机构对学生家长报班动机的理解与引导 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0px; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.75em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">培训机构四个阶段的招生模式 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0px; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.75em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">我对教培机构的投资建议 </SECTION></SECTION></SECTION></SECTION></SECTION></SECTION></SECTION> 
<BLOCKQUOTE style="BORDER-LEFT-WIDTH: 0px; BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; FONT: 14px 'Helvitica Neue', Helvitica, Arial, 'Hiragino Sans GB', 'Microsoft YaHei', 'Arial Regular', 'Microsoft JhengHei', sans-serif; PADDING-LEFT: 0px; MARGIN: 5px auto; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BORDER-TOP-WIDTH: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px" data-author="Wxeditor"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 16px; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; COLOR: rgb(0,88,156); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 10px; CLEAR: both; MARGIN: 0em; MIN-HEIGHT: 1em; BORDER-LEFT: rgb(0,88,156) 5px solid; LINE-HEIGHT: 20px; PADDING-RIGHT: 10px; BORDER-TOP-WIDTH: 0px; -webkit-font-smoothing: antialiased"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">招生成本取决于培训机构对学生家长报班动机的理解与引导</BLOCKQUOTE> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">招生成本<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">取决于什么？取决于培训机构对学生家长报班动机的理解与引导。那么，学生家长为什么报班？学生家长报班的根本动机是提升成绩或者是掌握某种技能，而学生家长报班的直接动机是信任，他们相信这个机构的课程产品能达成他们提分的诉求。<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">如果能最低成本地获取家长的信任，培训机构就能很快速地发展起来。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">为什么说教育O2O行不通，为什么现在很多互联网教育公司无法盈利，很大程度上就是因为信任的逻辑没有打通，招生成本相比于线下机构不但没有降低，反而高出很多，实际竞争力弱。
 
<BLOCKQUOTE style="BORDER-LEFT-WIDTH: 0px; BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; FONT: 14px 'Helvitica Neue', Helvitica, Arial, 'Hiragino Sans GB', 'Microsoft YaHei', 'Arial Regular', 'Microsoft JhengHei', sans-serif; PADDING-LEFT: 0px; MARGIN: 5px auto; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BORDER-TOP-WIDTH: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px" data-author="Wxeditor"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 16px; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; COLOR: rgb(0,88,156); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 10px; CLEAR: both; MARGIN: 0em; MIN-HEIGHT: 1em; BORDER-LEFT: rgb(0,88,156) 5px solid; LINE-HEIGHT: 20px; PADDING-RIGHT: 10px; BORDER-TOP-WIDTH: 0px; -webkit-font-smoothing: antialiased"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">培训机构四个阶段的招生模式</BLOCKQUOTE> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">中国的线下教育培训行业发展了二十多年的时间。这二十多年的时间，行业不断进化，市场不断成熟，学生家长的报班动机也在动态变化。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">而培训机构为了不断地降低招生成本获取更强的竞争力，逐渐演化出四个阶段的招生模式来引导学员家长们的报班动机。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">第一个阶段是名师导向，老师很牛，讲课很好。第二个是销售导向，派出销售跟家长沟通，投入大量的钱在销售提成和市场营销上。第三个导向是课程导向，打造出完善的符合学员家长需求逻辑的产品。第四个是行为导向，老师和所有的服务人员为学生家长提供最极致的行为上的服务来帮助学生达成提升成绩的目标。
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">下面我将分别对这四个阶段的特点进行详细地说明。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">第一个阶段是名师导向，最典型的例子是早期的新东方以及早期使用公立学校教师的培训机构。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">名师导向其实是在早期整个教培市场不够成熟，消费者还不够理性的情况下形成的招生模式阶段。在这个阶段，宣传名师是最好地获取消费者信任，促进报班动机的动作。学生和家长单纯因为教师的名气而选择报班。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">表面是看，这种模式似乎是最符合教培行业本质的模式，重视教师重视教学。但是这种模式有着严重的缺陷。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">名师导向的培训机构会完全被名师绑架，事实上无法对名师的课程进行管理，教学产品也完全由教师的个人喜好决定。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">比如十多年前在北京特别火的K12培训机构有不少都是使用来自公立学校的特级教师，这些特级教师有着丰富的授课经验，但是并不关心学生的学习需求，不在乎学生是否能听懂课程是否能扎实掌握灵活应用，只讲自己认为重要的和自己擅长的内容。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">再比如早期新东方的老师，是我怎么讲学生高兴，我怎么讲比较嗨就讲什么内容。两者都没有落实学生最后的提分诉求。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">如果上课的学生本身就是学习成绩很好，很聪明，很努力，各方面素质都很强，他不会挑剔辅导机构，只要这个老师对他有所启发，这个老师讲得很深，讲得很难，或者这个老师激发了他的学习热情和学习兴趣，收获了一些考试技巧，就会愿意跟这个老师学习，并通过自己课下的努力获得成绩的提升。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">但是实际上真正需要补习的学生绝大多数都是成绩中等甚至是中等偏下的学生。这样的学生如果只是听了听名师的课程并不能产生提分的效果，无法达成学生和家长的最终诉求。慢慢地，这类机构的口碑开始流失，最终湮没在教培行业历史发展的长河中。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这也是为什么，在北京这样成熟的教培市场，占领统治地位的是像学而思这样的去名师化的机构，而十多年前打着名师旗号的机构几乎已经消失殆尽。 
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">第二个阶段是销售导向，典型的代表机构是做K12一对一课外辅导的公司例如学大，也包括一些高端的英语培训机构如华尔街英语等，学生和家长根据销售的话术及承诺产生报班动机。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">随着教培市场的不断成熟，家长突然发现学生即使跟着名师上课，成绩没有提升，开始迷惘了，到底怎样才能帮助学生成绩提升呢？这时候需要有一个人给家长一个清晰的逻辑去告诉家长怎样的产品才能帮助到他们并说服家长购买这样的教培产品，而这个角色就是销售。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">销售根据学生的特点进行个性化的分析。例如为什么孩子的成绩没有提高呢，是因为孩子有个性化的缺点，是因为在公立学校里面，学校进度不能配合孩子自身的特点等，采取一些更有针对性的教学方式，就能真正帮助孩子提升成绩。
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">而这个销售导向其实也是现在教培行业非常诟病的一点。凡是做销售起家，销售为主的机构，至少在很多的行业大佬，评论人士看来，都是一个不太良性或者是不太健康的发展模式。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">但即使如此，销售导向阶段也比名师导向阶段要先进。因为名师导向对学生的个性化诉求关注甚少，课程讲授更多的是自我满足。销售导向至少是跟学生、家长沟通，了解了学生、家长他们的诉求和想法，并在一定程度上迎合了学生家长的诉求。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">只是销售导向的机构必然会花费大量的成本在市场营销和销售提成上，能投入在课酬、教师管理培训和教学产品研发上的资金必然大幅减少。这使得销售导向的机构没有足够优秀的师资和产品来支撑销售做出的承诺，老师因为收入不高也不愿为学生付出最大程度的努力，因此提分效果有限。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">由于销售导向能快速带来大量现金收入，使得机构产生盲目乐观的错觉，在提分效果没达标的情况下进一步加大销售投入来扩大市场份额。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">一旦出现销售的投入达到极限，而产品不能提分的负面效应使得学生家长信任度下降的情况，机构必然难以为继。这是几年来不断有销售导向的培训机构倒闭跑路的根本原因。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">第三个是课程导向，学而思是这个阶段的开拓者。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">所谓课程导向，是指学生和家长因为符合提分逻辑的课程产品体系而选择报班。这句话很长，但是每个字都不是多余的。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">我们常说学而思的“课程产品很好”，其实并非真的很好。事实上学而思课程的难度远超小升初、中考、高考的需要，很多学生学习后认为对自己的成绩提升并没有帮助。但是仍然大量的家长趋之若鹜报名学而思课程，这是因为学而思课程产品符合提分逻辑。<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">学而思通过E度论坛/家长帮等为学员家长们构建学习的逻辑，再构建符合逻辑的产品。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">什么是符合提分逻辑的课程产品体系呢？你的孩子想出人头地必须要进入好的大学，要想进入好的大学，必须要高考成绩好，高考成绩好必须进入好的高中，进入好的高中必须中考成绩好，要中考成绩好必须要进入好的初中，要进入好的初中，那么小升初时必须在奥数中取得好成绩。因此一路倒退拆分下来，学生在六年级、五年级、四年级、三年级、二年级、一年级各自要做很多准备工作。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这样的逻辑原本就存在于实际社会生存法则中，这是高等教育资源稀缺和社会阶级分层带来的必然结果。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">但在学而思诞生之前，大部分家长都处于朦朦胧胧糊里糊涂的状态，并不一定有如今父母的焦虑，教育的竞争压力因为意识清楚的家长少，而激烈程度没有今天这么高。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">而学而思利用互联网的渠道，让更多的家长清晰认识到这样的逻辑，表面上看起来帮助了每一个家长提前去做好竞争的准备，事实上由于总资源并没有增加只能加剧竞争激烈程度，而竞争激烈程度的加剧必然导致家长的恐慌和焦虑，此时学而思推出符合相关逻辑的产品必然大受欢迎。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这就是为什么学而思到任意一个城市开新分校之前，必然让家长帮在该城市先进入两年左右的时间。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">学而思建立了很完善的研究体系，包括每个孩子每个学期，每一个季度，每一个学科各自会遇到什么样的困难和问题，而这一块儿是以前做教培行业人士没太关注的，学而思把这个层面考虑得很到位，它告诉家长所有的产品都是为了解决你现阶段这些问题的，这是一种比销售导向的高明得多的营销方式。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">销售导向的营销不具备扩散性。因为销售导向的营销是1对1个性化的营销，你今天跟A说的是A话，跟B说的是B话，目的是让他们把钱掏出来，相互之间无法进行传递。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">学而思没有销售，它是通过将它的产品体系以及理念进行群体的扩散，而且所有的话术是统一的。
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">如果你接触任何一个在北京上过学而思的家长和孩子，你会发现它所说出来的话几乎一模一样。学而思有什么优势，有什么劣势，甚至还可以评价一下学而思的竞争对手，完全标准化。员工标准化相对容易，但能连学生家长都能洗脑洗得标准化，令人细思极恐。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">为什么能做到这一点呢？因为学而思的整个产品逻辑线梳理得非常清楚，我觉得这是学而思对整个教培行业最大的贡献，使得全球的教培行业都往前进了一步。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这就是学而思到一个城市，就能颠覆当地地头蛇的原因。学而思拿的是 3.0模式去降维打击当地本土机构的1.0模式和2.0模式，当然具备碾压优势。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">但是学而思也会有一些问题。学而思极其重视课程的内容，但是在落地的效果上而言，可能会有一定的问题。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">学生要达到提分效果，还需要对课后的学习行为进行一些关注才行。学而思的主打产品就是培优，相对来说中等生，甚至一部分中等偏上和补差的学生很难进入学而思的体系。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">学而思是小学人最多，初中其次，高中人少很多，按道理说，小学八千多人，是不是三年之后初中就有这么多人？其实没有，因为小学是优生的学生到了初中就未必是了，初中是优生的学生到了高中的时候就未必是了。当他不是优生的时候，他就离开学而思了，这是学而思本身存在的一个问题。学而思能留住优生，但它并不能帮助不是优生的人成为优生。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">学而思已经把第三阶段的模式做到了极致，并且拥有了巨大的先发优势。如果想要再超越学而思，就必须进入更先进的阶段。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这个阶段就是第四个阶段，叫行为导向。它的含义是指，机构人员（包含教师、助教、客服、班主任等）在课上课下所有的行为均指向学生成绩提升，从而获取学员家长的信任，产生报班动机。行为导向在本质上比课程导向更接近于学生家长需求的本质，所以更加先进。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">行为导向要求老师不仅仅只是在课堂上讲课。比如大家知道最近风靡全国的由北京优能主管李牧人老师开创的“教学七步法”就是行为导向的典型案例，会落地于对每一个学生的课上课下所有学习行为的控制。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">行为导向要求教学产品不仅是课堂上知识与技巧的讲解，还包括课程之外对学生学习意愿、学习态度、学习行为方面的影响与控制，最终能够促成学员成绩的提升。重视课程内容，更重视落地的效果。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">解决学生学习提分的四大层面的核心竞争力来自四个层面：意愿层面、认知层面、方法层面、行为层面。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">绝大多数机构能做好方法层面，但是学生自己愿不愿意学，学生知道自己的问题是什么，学生最后能不能落实他的行为动作，不一定能做到位。另外三个层面不能解决，就没有提分方面的核心竞争能力，后面的发展就会很困难。
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">要想达成行为导向模式，必须在教师管理和标准化服务方面投入大量成本。教培机构以往的散养教师的管理方式必须摒弃。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">只有通过对教师的严格管理和考核，才能克服教师天然的惰性，愿意投入大量课后的时间去落实学生的学习效果，而不仅仅只是课堂上的讲解，这样才能真正帮助所有的学生提升成绩。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">这四个阶段从总体来看，后一阶段比前一阶段更接近于学生家长需求的本质，能更好地获得学生和家长的信任，产生口碑传递，总体上降低招生成本，形成更强的核心竞争力。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">另一方面后一阶段比前一阶段付出的成本和资源更多，在竞争激烈的环境当中，只有通过进化出新的动机引导阶段，才能打败有先发优势的竞争对手。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">现在有很多二线城市、三线城市、四线城市可能还停留在第一阶段，第二阶段，如果当地某一个机构能够用第二阶段、第三阶段、第四阶段的打法，超前一步，而且有计划地往下一步进行发展，那么这家机构一定能在当地成为垄断机构。 
<BLOCKQUOTE style="BORDER-LEFT-WIDTH: 0px; BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; FONT: 14px 'Helvitica Neue', Helvitica, Arial, 'Hiragino Sans GB', 'Microsoft YaHei', 'Arial Regular', 'Microsoft JhengHei', sans-serif; PADDING-LEFT: 0px; MARGIN: 5px auto; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BORDER-TOP-WIDTH: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px" data-author="Wxeditor"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 16px; MAX-WIDTH: 100%; BORDER-RIGHT-WIDTH: 0px; WHITE-SPACE: normal; BORDER-BOTTOM-WIDTH: 0px; COLOR: rgb(0,88,156); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; PADDING-LEFT: 10px; CLEAR: both; MARGIN: 0em; MIN-HEIGHT: 1em; BORDER-LEFT: rgb(0,88,156) 5px solid; LINE-HEIGHT: 20px; PADDING-RIGHT: 10px; BORDER-TOP-WIDTH: 0px; -webkit-font-smoothing: antialiased"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; COLOR: rgb(0,0,0); PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px">我对教培机构的投资建议</BLOCKQUOTE> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">很多人认为线上教育培训与线下教育培训的运营逻辑不同。但从最近几年在线教育的发展历程来看，线上教育培训事实上在重走线下教育培训的老路。<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">去年以前在线教育最火的就是名师导向的机构，处于第一阶段。而在今年上市的51talk和获得巨额融资的vipkid都是属于销售导向的机构。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">我相信在线教育接下来也会进入到课程导向和行为导向阶段，而且互联网的迭代进化速度将远远快于传统线下培训机构。<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">线下教育过去二十多年走过的路，也许线上教育只花四、五年的时间就能走完。<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px">通过研究线下机构的发展阶段和趋势可以清晰地判断出哪些线上机构靠谱，哪些不靠谱。
 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">在此，通过对教培行业的发展阶段理论分析，总结出一些关于教培机构的投资建议供投资者参考： 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">名师导向、销售导向——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">课程导向、行为导向——投。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">只注重课堂体验——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">兼注重课后服务——投。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">短期冲刺产品——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">长期续班产品——投。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">没有培养老师能力——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">拥有培养老师能力——投。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">放养管理老师——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">严格管理老师——投。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">短线战术策略——不投； 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; WORD-SPACING: 0px; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 0px; TEXT-ALIGN: left; PADDING-TOP: 0px; FONT: 16px/1.5em 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 1em; MIN-HEIGHT: 1em; WIDOWS: 1; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px">长线战略布局——投。 <SECTION style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; BORDER-TOP: rgb(229,230,232) 1px solid; BORDER-RIGHT: rgb(229,230,232) 1px solid; WHITE-SPACE: normal; WORD-SPACING: 0px; BORDER-BOTTOM: rgb(229,230,232) 1px solid; TEXT-TRANSFORM: none; COLOR: rgb(62,62,62); PADDING-BOTTOM: 10px; PADDING-TOP: 10px; FONT: 16px/25px 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; PADDING-LEFT: 0px; MARGIN: 0px; BORDER-LEFT: rgb(229,230,232) 1px solid; WIDOWS: 1; DISPLAY: inline-block; LETTER-SPACING: normal; PADDING-RIGHT: 0px; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px"><SECTION style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; BORDER-LEFT: rgb(0,116,191) 5px solid; DISPLAY: inline-block; PADDING-RIGHT: 0px"><SECTION style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; VERTICAL-ALIGN: middle; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 10px; MARGIN: 0px; DISPLAY: inline-block; PADDING-RIGHT: 0px"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0px; MIN-HEIGHT: 1em; PADDING-RIGHT: 0px">小狼说</SECTION></SECTION><SECTION style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; PADDING-RIGHT: 0px"> 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: justify; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 0.5em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">教培行业核心竞争力的本质是对招生成本的控制，而招生成本取决于培训机构对学生家长报班动机的理解与引导。报班的根本动机是提升成绩，报班的直接动机是信任。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: justify; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 0.5em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">线下教育培训发展二十多年的时间<SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">，机构去寻找学生家长报班动机有四个阶段的导向。第一个是教师导向，第二个是销售导向，第三个是课程导向，第四个是行为导向。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: justify; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 0.5em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">行为导向的理论基础：解决学生学习提分的四大层面（核心竞争力）包括：意愿层面、认知层面、方法层面、行为层面。绝大多数机构能做好方法层面，但是另外三个层面不能解决，就没有提分方面的核心竞争力。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: justify; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 0.5em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">后一阶段比前一阶段更接近于学生、家长需求的本质。接近学生、家长需求的本质，才能更好的获得学生和家长的信任，产生口碑传递、降低招生成本，形成教培机构的核心竞争力。 
<P style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; MAX-WIDTH: 100%; WHITE-SPACE: pre-wrap; PADDING-BOTTOM: 0px; TEXT-ALIGN: justify; PADDING-TOP: 0px; PADDING-LEFT: 0px; CLEAR: both; MARGIN: 0em 0.5em; MIN-HEIGHT: 1em; LINE-HEIGHT: 1.5em; PADDING-RIGHT: 0px"><SPAN style="BOX-SIZING: border-box !important; WORD-WRAP: break-word !important; FONT-SIZE: 14px; MAX-WIDTH: 100%; PADDING-BOTTOM: 0px; PADDING-TOP: 0px; PADDING-LEFT: 0px; MARGIN: 0px; LINE-HEIGHT: 25px; PADDING-RIGHT: 0px">但同时后一阶段比前一阶段付出的成本和资源更多。在竞争激烈的市场环境中，只有通过进化出新的动机引导阶段，才能打败有先发优势的竞争对手。 
</SECTION></SECTION>来源：校长运营圈作者：小狼

Samヽ王 发表于 2017-12-7 10:10:04

点赞我们在努力往3.0走

程枭发表于 2018-1-14 16:41:27

太多校长学习了太多的内容，在不恰当时候选择了不恰当的方式，看不清自己学校的定位。

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教育圈的市场人 市场人的社交圈's Archiver

小狼：教培行业招生模式的进化

教育圈的市场人市场人的社交圈's Archiver