How To Get A Slice of The Action: The Analysis Of China's English Training Industry

XU, MENG (2007) How To Get A Slice of The Action: The Analysis Of China's English Training Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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Since China is becoming more and more international, China has been a great considerable market for English language training nowadays. More and more training schools have been established since the late of 1980s. In the past 20 years, not only Chinese own training schools, but also International language training giants such as English First, and Wall Street Institute English have achieved great success in China.

How to survive and develop in the fierce competition is a great problem for people who want to establish an English training school in China. First of all, the general environment of English training industry should be examined carefully. It is because that the firm's competitive strategy is formulated based on its both external and internal environment. By using the methodology of selected interview and case study, the current competitive strategies of existing English training schools would be introduced. Thanks to these different strategies, many English training schools have won great achievements. However, serious problems are still influencing the development of China's English training industry. For example, in China, many English training schools believe that the capability of passing examinations is more important than English communication. In addition, the exaggerate advertising is also limiting the industry's further development. In spite of that, there are still some new tendencies in China's English training industry. For instance, various particular professional English and applied English are being more and more popular in recent China.

At the last part of this research, a conclusion of China's English training industry's development and some recommendations concerns about how to compete in this industry will be given. Owing to the limitations, such as the time and the financial situation, it is not easy for the author to gain more accurate information; even so, this paper might be a general introduction and theoretical guide for a future study.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 14 Jan 2018 03:15

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