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论文编号：	11338
作者编号：	2120172890
上传时间：	2019/12/12 13:44:35
中文题目：	基于服务质量视角下的K12校外教育培训机构的运营模式比较分析
英文题目：	The comparison and analysis about the operation modes of K12 after-class instruction industry
指导老师：	梁峰
中文关键字：	K12 校外教育；运营模式；服务改善；服务蓝图
英文关键字：	K12 instruction after class；operation model；service optimization；Service Blueprinting
中文摘要：	中华民族历来是一个重视教育的民族。伴随着中国经济的迅猛发展，人民生活水平发生了翻天覆地的变化，对教育多样性的需求也逐渐加大。但由于在校教育水平和范围未能满足人们对教育多样性的要求，大量的 K12 校外教育培训机构应运而生。 由于早期K12校外教育培训行业的井喷式发展、资源本地化和行业准入门槛低等原因，导致行业内的众多培训机构鱼龙混杂，服务质量参差不齐，严重地制约着行业的长期稳定、健康地发展。为了有效提高校外培训行业的发展质量，自2018年以来，国家相继发布了整顿 K12 校外教育培训行业的相关政策，为行业的健康有序发展提供了政策保障。同时，政策也提高了行业的准入门槛，催促着机构对产品和服务进行改善升级。虽然K12 校外教育培训行业的宏观环境利好，但由于普遍存在的运营模式不合理等原因，众多培训机构都面临着流水可观，盈利悲观的窘境。进而，企业效益的低下导致了行业服务水平普遍不高，客户体验较差，发展前景不清晰等问题。 本文通过K12 校外教育培训运营模式的对比，分析得出不同运营模式的特点。通过问卷调查的方法，对当前教育机构所提供的服务质量要素进行调查研究，从而归纳出服务质量上存在的问题；结合客户旅程地图等分析工具，又从需求端对培训过程中普遍存在的痛点和难点进行了案例分析，作为之后服务改善的方向和主要工作内容。在此研究的基础上，通过运用服务蓝图的方法，对 K12 校外教育培训的服务流程进行梳理，找出了用户与前台工作人员接触的漏洞和薄弱点、机构内部工作流程存在的低效和无用点，以及技术不能有效支持前台服务的原因。最后结合用户不同程度的需求，对K12校外教育培训机构的服务进行改善设计。 K12校外教育培训机构服务流程的改善分为前、后台以及技术支持三个模块。前台模块分为线上和线下两个部分。线上提供不同程度学生的学习路线图，引导家长对教育培训服务有一个合理的预期；同时提供服务效果展示图，用来增加学生和家长对教育机构的信赖度。线下部分改善设计，通过在前台增加智能终端，改善员工和用户的接触流程。在提供咨询前，让学生根据其学习进度进行相应的检测，增加工作人员对学生做出全面，科学地判断。然后是增添家长学习和沟通的空间，目的是以纠正家长在认知上存在的偏差，使其具备科学有效地家庭教育。这个环节可以使家长与教育机构的工作人员形成良好的配合，有助于保障学生在接受教育培训后的学习效果。 后台改善设计，采用以线下培训为主体，线上教育和教育科技化为两翼的发展模式。通过加强教师部门和销售部门的合作，更好地理解家长的需求和掌握学生的成绩状况。在课后答疑环节的改善上，充分利用互联网等先进技术进行题库及习题解答等教辅软件的开发，以达到提高教育机构的服务质量，减少人力成本的目的。 针对员工管理的强化需求，通过制定相应销售服务标准，提高客户满意度和粘性；通过教师团队的管理，为其提供清晰的职业发展蓝图等措施，达到增强其职业发展信心，降低教师流动率；通过加强对技术团队的培训，培育出一支既懂教育又懂技术的人才队伍以提升机构的竞争力。 通过论文的研究工作，提出了培训机构服务流程的改善策略，达到了提高机构服务质量，弥补教育机构在运营模式上的不足，从而提高客户满意度和忠诚度的目的。本研究以期为相关机构就提高服务质量方面的运营决策提供参考和借鉴，从而提高机构科学化决策水平。
英文摘要：	Chinese nation has been putting emphasis on the education of the whole nation. With the development of economy and technology in China, the life of Chinese people has experienced earth-shaking changes. Therefore, there is an increasing need of various education styles for people, which the educational level and standard in schools cannot meet with. Therefore, a large number of K12 instruction-after-class institutions emerge in the market. Because of the development spurt of K12 instruction-after-class industry, there are many problems caused by non-standard service, resource localization, and low threshold of entering into this industry, such as unprofessional workers and bad service quality, which seriously restrains the long-term, steady and healthy development of the industry. Since the year of 2018, China has issued relevant policies to improve the current situation, which provide policy guarantee for a healthy development of K12 instruction-after-class industry, raises the threshold of entering into this industry as well as urges the companies to optimize and upgrade their products and service. Although the industry enjoys an excellent macro-environment, the operation model is generally unreasonable, resulting in good income but bad profit, worse service and unpleasant customer experience as well as an unclear development prospect. By comparing and analyzing several major operation models in the institutes, the features of each operation model can be obtained. And then some parents and students were required to score what they had experienced during the service of the educational institutes, from which many shortcomings of the whole service can be found. And then through describing Customer Journey Map, pain points from parents and students can be easily found, which will be regarded as the main aspects to be solved in the following service-improving design. On the basis of the previous analysis, through describing the Service Blueprinting, when the whole procedure of K12 extracurricular educational training is teased, many loopholes and faults can be found whileemployeesare dealing with customers. And repeated and low efficient working procedures as well as the reasons why other departments cannot provide better assistance for the whole service can also be got. Therefore, on the basis of different levels of the requirements of customers and those deficiencies existing in the service process, the serving process of K12 extracurricular educational training institutions will be redesigned and optimized. The improvement of the service procedure for the K12 extracurricular educational institutions can be divided into three parts, including the foreground, the backstage and technical support. The foreground process falls into the online and offline parts. In the online part, learning route maps of different students are supposed to be offered in order to guide the parents to have a reasonable expectation for the after-class instruction; Service effect pictures are also offered to enhance the confidence of parents and the students in the institute. In the offline part, wisdom terminals should be offered to optimize the contact process between customers and employees. Before the consulting service, students are required to have a test related to their current studying situation in order to enable the sales personnel to have a more comprehensive understanding of the students and then have a scientific judgement. Finally, accomfortable space for parents must be offered to enable them to equipped with scientific educational methods and exchange their educational questions with other parents and employees of the institute in order to rectify the cognitive bias held by parents and relieve their burden on educating their children. This part can promote the cooperation between the educational employees and parents so as to guarantee the result of educational training. During the improvement of the backstage, K12 educational institute should adopt the operational model of one body with two wings, in which offline after-class instruction is the primary business with online ones and educational technicalization as two wings. Therefore, the teaching department and sales ones should cooperate closely so as to have a better understanding of the requirements of parents and the situation of students. Besides, extracurricular answering part should be optimized. With the help of advanced technology, the educational institute should develop relevant exercises bank and education- assisting software to promote the service quality and then reduce human cost for the institutes. There are three parts about the management of the employees. First, marketing service criterion must be enacted to improve the satisfaction and stickiness of customers; Teachers must be offered clear blueprint of career development to enhance their confidence in their work and decline their mobility ration; A team of technicians are cultivated, who have a good command of both technical and educational features, in order to strengthen the competitiveness of the institutions. Through the study of the essay, several strategies on improving the work procedure of educational training institutions are put forward so as to enhance their service quality, which can make up for the deficiency of the operation models, and increase the satisfaction and loyalty of customers. This essay aims to provide some reference for relevant educational training institutions to improve their scientific level of their decisions.
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