As the ultimate export of K 12, the college entrance examination is highly concerned, which also shows that based on the current education policy and structure, counseling institutions are irreplaceable, and training and grading are always the rigid needs of consumers.
Different from the single export attribute of college entrance examination, senior high school entrance examination and junior high school entrance examination have dual identities. This not only challenges the counseling institutions, but also gives them new opportunities. They don't simply set up pre-test punching classes, but use the export end to create word of mouth and recruit more students at the entrance end. In recent years, the dispute over the entrance has become more and more fierce. Xinyi and Xinyi are the main battlefields of the training industry. At present, the management system of training schools has reached the new three-year war, and there is a trend of connecting with young people.
Different from the needs of young contact and creation in grade two or three, junior high school is forbidden by the government and avoided by schools, but it is objectively necessary. At present, the starting point of exam-oriented education generally recognized by customers is the school selection examination and placement examination in junior high school.
1, keyword search: exam+province
1) exam
First of all, the attention paid to the college entrance examination is much higher than that to the senior high school entrance examination, and even less to junior high school. This is related to the compulsory entrance examination, which involves two links: checking scores and volunteering. Therefore, volunteering to fill in the guidance meeting is an important means of enrollment.
Secondly, judging from the three exits, the retrieval volume and trend of PC and mobile phone are almost the same. The retrieval peak is concentrated in May-July every year, and the peak is in June. The brand promotion effect at this time is obviously the best, but it is also the most competitive time for various institutions.
In addition, the management system of the training school pays more attention to Xiaoshengchu after the Spring Festival, rather than in May like the college entrance examination, which is related to the uncertainty of the examination time and policy of Xiaoshengchu, the quality and foresight of customers themselves, and the attention of customers comes first and then comes. In view of this, counseling institutions began to advance the promotion of Xiaoshengchu products to March to attract the first customers. More importantly, these customers are often opinion leaders, which play a vital role in the spread of word of mouth and the launch of new products.
Judging from the retrieval volume of examinations in various provinces, economically developed provinces such as Beijing, Shanghai, Guangdong, Jiangsu and Zhejiang, and populous provinces such as Shandong and Henan pay more attention to examinations, which is closely related to the level of education, consumption and competition. Cities in Northeast China, Central China and Southwest China are relatively weak, while poor western provinces pay little attention to examinations, which is closely related to the local economic development level. This gives guiding suggestions for the urban expansion of training institutions, and also explains why national institutions such as New Oriental and Xueersi occupy third-and fourth-tier cities by online live broadcast and dual-teacher mode in order to reduce costs and increase the absolute value of profits.