According to statistics, there are currently more than 3,600 institutions providing education and training in Shanghai, including foreign capital, joint ventures, private enterprises and universities. The types and contents of trainees' training include academic diplomas, higher education self-study exams, technical titles, foreign languages, computers, management, etc. Among them, foreign languages (CET, PETS, oral English, IELTS, GRE, interpretation, business English, etc.) are the most competitive. ), computer (level test, graphic design, network technology, programming technology, etc. ) and management (enterprise group training, MBA, etc. ).

There are more than 300 new education and training institutions in Beijing every year, and about 300 of them naturally "died" in the same period. Market opportunities have emerged, and many "big fish" and "small fish" have waded into underwater rivers in an attempt to occupy their own territory in this growing waters. From tutor craze and IT training craze to foreign language training craze and skill training craze ... Up to now, this market has become more colorful and further developed into a more subdivided market.

People are more and more clear about the purpose of training and know what they need, instead of being led by training institutions as in the past.

There are indications that the education and training market has entered a rational and segmented development track. In this segmented market, many innovative high-quality training institutions have fallen into the vast sea of peers before they have developed, and they died because they could not find students.

Some people believe that the key reason for the elimination of institutions is that these training institutions have poor sources of students and their strength is too weak to gain a firm foothold. However, many examples prove that from the current reality, the demand of the whole education and training market is flexible, showing different levels of high, medium and low, and different institutions can survive at different levels. The main problem now is that many education and training institutions are blooming everywhere. On the one hand, the promotion mode of each institution is single, which leads to many students unable to know the relevant information in time; On the other hand, scholars have no choice but to face many institutions.

The failure of training institutions is largely due to inaccurate market positioning, failure to identify the appropriate market segments and failure to formulate appropriate promotion strategies.