Factors Influencing Chinese Consumer Choice of English Training Schools

Factors Influencing Chinese Consumer Choice of English Training Schools
THESIS
Presented in Partial Fulfillment of the Requirements for the Degree Master of Arts in the
Graduate School of The Ohio State University
By
Erin Michele Greenwalt, B.A.
Graduate Program in East Asian Languages and Literatures
The Ohio State University
2012
Dissertation Committee:
Dr. Galal Walker, Advisor
Dr. Jianqi Wang, Committee Member

Copyright by
Erin Michele Greenwalt
2012
Abstract
Since China began her policies on economic reform and opening up entering into
and interacting with a global economy, a growing need within China to learn foreign
languages, especially English, is increasingly vital. Consequently, in the 1990s Chinas
foreign language training sector emerged, and is now fiercely competitive. The desire to
succeed in the international economy, to go abroad, and pass national and international
foreign language exams has fed the demand for the services of proprietary language
schools. In 2010, the foreign language markets total value was estimated to be
approximately 30 billion RMB, with over 50,000 language schools within China.
However, as there is currently no centrally governing agency to enforce standards upon
these schools, foreign language schools have no real accountability for quality control
and thus the effectiveness of each school varies. As of the end of 2011, there are two
publically listed foreign language schools based in China, New Oriental Education &
Technology Group and Global Education & Technology Group Limited. Within the
foreign language school sector, brand names and what they are advertised to deliver to
the students seems to carry more value than official results or guarantees. Many of the top
brands within this field gather clients by having the entrepreneur or high level managers
giving inspirational speeches at local schools.
As the trend of opening up proprietary language schools could also be seen as the
businessification of education, teachers and school leaders seem to treat teaching English
as a money making venture rather than to increase knowledge and learning. Thus top
ii
brands strive to give the consumer what they want, which in the Chinese market tends to
be increased test scores, without an increase in the actual use of English outside of the
test taking environment. After these students raise their test scores and study abroad,
many struggle due to inadequate preparation of how to use the language. Little research
has been done on how or of this phenomenon is influencing the proprietary language
schools and consumer behavior. Most of the current research for this field has been solely
on teaching methods, there is still little research combining the analysis of business
strategies, school performance and customer satisfaction for proprietary foreign language
schools in China. This study aims to further understand consumer behavior and response
to the current Chinese foreign language training market.
iii
Acknowledgments
There have been so many people over the course of the last two years that helped
me throughout the research and writing process. I firstly want to thank my many
supervisors, colleagues, and friends at Changjiang Publishing & Media, for their support
during the data collection and editing phase of my thesis. Next, I would like express my
gratitude to my advisor at Wuhan University, Chen Limin, whom was always willing to
give me constructive criticism. Lastly, I would like to thank my advisor, Dr. Walker, and
all of the OSU Chinese Flagship faculty and staff who have instructed and guided me
during my graduate career.
iv
Vita
June 2002 .........................................Robinson Secondary School

August 2007 .....................................B.A. Chinese Language & Literature, University of
Virginia
Fields of Study
Major Field: East Asian Languages and Literatures
v
List of Figures
Figure 1: .............................................................................................................. 30
Figure 2: ...................................................................................................... 30
Figure 3: .................................................................................................................. 31
Figure 4: .......................................................... 36
Figure 5: ...................................................... 37
Figure 6: ...................................................................................... 37
Figure 7: ...................................................................... 40
Figure 8: .................................................................................. 40
Figure 9: .......................................................................................................... 42
Figure 10: .................................................................................................... 42
Figure 11: ........................................................................................................ 43
Figure 12: .................................................................................................... 43
Figure 13: ............................................................................................................ 45
Figure 14: ........................................................................................................ 45
Figure 15: ........................................................................................................ 47
Figure 16: .................................................................................................... 47
Figure 17: ................................................................................................ 49
Figure 18: ............................................................................................ 49
Figure 19: ............................................................................................ 50
Figure 20: .................................................................................................... 50
Figure 21: ............................................................................................................ 53
Figure 22: .................................................................................................... 53
Figure 23: ................................................................................................................ 55
Figure 24: .................................................................................................... 55
Figure 25: .................................................................................... 56
Figure 26.......................................................................................... 57
Figure 27: .................................................................................... 61
Figure 28: .................................................................................... 63
vi
List of Tables
Table 1: ................................................................................................... 32
Table 2: ..................................................................................... 33
Table 3: ................................................................................................ 34
vii
Table of Contents
Abstract ............................................................................................................................................ ii
Acknowledgments........................................................................................................................... iv
Vita ................................................................................................................................................... v
List of Figures ................................................................................................................................ vi
List of Tables ................................................................................................................................. vii
................................................................................................................................. 1
1.1 ........................................................................................................................... 1
1.2 ............................................................................................................... 1
1.3 ....................................................................................................................... 5
1.4 ........................................................................................................... 7
1.5 ................................................................................................................... 8
.................................................................................................... 10
2.1 ............................................................................................................................. 10
2.2 ......................................................................................................................... 11
2.3 ................................................................................................................. 11
2.4 ...................................................................................................................... 12
2.5 ............................................................................................................................. 15
2.6 ......................................................................................................................... 16
viii
2.7 ............................................................................................................................. 17
................................................................................................ 18
3.1 ............................................................................................................................. 18
3.2 ......................................................................................................................... 19
3.3 ................................................................................................................. 21
3.4 ........................................................................................................................... 213
3.5 .......................................................................................................................... 24
3.6 / ............................................................................................................ 25
....................................................................................................... 27
4.1 ................................................................................................................. 27
4.2 ............................................................................................................................. 28
4.3 ..................................................................................................................... 28
4.4 ......................................................................................................................... 29
4.5 ......................................................................................................... 29
4.6 ...................................................................................... 30
............................................................................................ 32
5.1 .................................................................................................................. 32
5.2 .................................................................................................. 36
5.3 .......................................................................... 49
5.4 .......................................................................... 51
ix
5.5 .............................................................................................. 53
........................................................ 63
6.1 ................................................................................................................. 63
6.2 ................................................................................. 65
6.3 ......................................................................... 67
6.4 ............................................................................. 68
6.5 ................................................................................................. 69
............................................................................................................ 72
7.1 .......................................................................... 73
7.2 ................................................................................................................. 73
7.3 .............................................................. 75
7.4 ...................................................................................... 75
Bibliography ................................................................................................................................... 78
1.1
1.2
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New Oriental Education and Technology Group New Oriental 2011 Annual Report3.
12
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New Oriental Education and Technology Group, New Oriental 2011 Annual Report30.
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24
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New Oriental Education and Technology Group, New Oriental 2011 Annual Report32-33.
16
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2011 8279.7
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2011
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2001
109156
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27
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Global Education & Technology Group, Ltd. 2010 10 8
26
2007 96.78
, .
27
306.
28
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2010 3.45 26
2008 12 31 70
2010 12 31 133
2008 73
2010 200 29
2007 7048 2010 2.85 30
2010
5664 8.48312011 11 21
32
3.2
1988
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Global Education & Technology Group, Ltd.Global Education & Technology 2010 Annual Report
8.
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Global Education & Technology Group, Ltd.Global Education & Technology 2010 Annual
Report3.
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19
331997
32
2000
2000
2001
.
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20

2001
34
3.3
60
GREPTEBETSBEC
78%35
3.3.1.
120
130 60 100
.
34
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21
362005
2009
100 120 34
3.3.2
34
3.3.3
2006
37
3.3.4
2007
36
25.
37
26.
22

20114238
25452011
14441835
3.4
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68930379190
39
2010
40
http://eng.hq-ielts.com/
38
39
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36
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GTRC
GTRC 42
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1997
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//
42
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43
24

2010
3.6 /
201092.2
44571
20101068
45
53.8%47.6%
44
330.
45
31.
25

46
,2.
46
26

4.1
1999
2004
18 43
2010 CVAwards 100 2007-2009
51%
47 4
46

47
27
4.2
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Bertil Hult 1965
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48EF 51 400
1994 120 TEFL
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1994 50
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IDG Kaplan
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30

31

5.1
5.1.1
229 200
26 20 59
74% 90%
26%
10%
76% 11 17 19.6% 10
88.3% 11-17 11.6% 10
32
Figure 1: Figure 2:
5.1.2
75.9% 5000
2000 2000-3000
75%76.5%
72.6%
33
Figure 3:
42%42%
33%
22.7% 15%
34

% 6.6 14.6 7.5 17.7 33.2 17.7 2.7
% 8.2 23.0 13.1 16.4 27.9 9.8 1.6

% 6.1 11.5 5.5 18.2 35.2 20.6 3.0
Table 1:
5.1.3
80% 82.2%
10
100% 20%
60% 6-10
40%
20%
35
5.2
5.2.1
25.4%
25.4%23.1%
22.2%7.7%
3.2%58.4%
46.2%38.6%
27.4%

/
50 18 52 54 55 5
16 2 14 13 16 2
34 16 38 41 39 3
Table 2:
36

6-10
60%

45 115 23 54 76 91 13 0
1 10 2 5 12 10 3 0
44 105 21 49 64 81 10 0
Table 3:
53.3%
37
21.6% 19.8%
61.3% 12.9%
5 65.2%
58.3% 6-10 55% 11-14
40% 15-17
5.2.2
1600
75%
43.6% 6-8 29.1%
38
9-12 17.6% 3-5 10
100% 52.4%
83.3% 6-10
54.3% 15-17
60.6% 15-17
39
Figure 4:
Figure 5:
48.2%
75%
37.5% 15-17
9-12
40
9-12
Figure 6:
5.2.3
TOEFL
55 23.7%
27% 8.2%
68.9%

55
41
21.1% 36.8%
52.9%
59.1%)
28%
(43.7% 28%) 52.9%
12.4% 17.4%
24.6%
5.2.4
79% 54.6% 57%
42
(47.6)(44.5%)
(32%52.9%
27.9%
Figure 7: Figure 8:
43

15.2% 12.7%
59.8% 61.3%
( 100
5.2.5.
44
61%
47.5%
37.3%72.2%
13.2%
23.5%
13.2%
Figure 9: Figure 10:
45
38.1% 53.4%
5.2.6
42.4% 47.7%
40.1% 56.2%
12 1000 27.4% 32.6%
1000-1500 ,18.8% 7.9% 1500-2000
6.1% 2.2% 2000-2500 6.6% 2500
36.4% 1517
15002000 10
1500 60 610
1000 40 1000-1500
46
5.2.7
83.1% 56.9%
71.2%50.8%
50.8%
(47.7%)
(46.7%)42.1%,
76.5% 35%
87% 15-17
75.8% 40% 6-10
60%
47
10
1500
2015-17
57.6%
Figure 13:
48
Figure 14:
5.3
93.4%89.8% 100%
53.8% 70.6%
47%
38%33.2%
84% 81.2%
21%22.7%17.9%17%
49
23.9%
56% 32%
9.1% 8.3%
59%
16.9% 9.6%
50

72.1%
5.4
5.4.1
42.1%
48.5% 9.4%
58.1%61.1%
, 39.3%
35.5% 34.1% 28.4%
32.8% 32.5%
51
5.4.2
51.5%78%
46.2% 52.9%
44.7
58.8%29.4% 35.3%
52
5.5
5.5.1
22
36%
75% 6 5 5
3 19
68.2% 1517 100
15-17 11-17 71% 10
53
5.5.2
15-17
39.3%
33.3%
5.3%
54

42%47.7%
78%
35.3%
5.5.3
53.3%
25%
55
18.3%
11-14
25% 11-14
60%
33%60%
80%
20%
29% 30%
10
57% 1000
36% 1000
31.8% 1000-1500 22.7% 1500-2000
4.5% 2500 31.8%
56
1000 13.6% 1000-1500 22.7% 1500-2000 13.6%
2500 4.5%
80% 1000 20
1000-1500
5.5.4
1
30
6.7%
4.5%
41.7%
57
40%46.7% 55%
46.7%
20%
10
14.3% 10 11-14
400
800 1600
58
2
55%
51.7%40% 34%
10
57.1% 34%10% 20% 4
1 90
73.3%
93.3% 80%
31.8%
33% 33%
46.7% 8%
59
Figure25
21.7% 68.3%
12.8%90% 10%
27%
18.4% 25%
5%
60

Figure 26
14
15-17
61

62

6.1
6.1.1
6.1.2
12 14 15 22-26 10 26-30 1 30-35
()
FIU,
MIT()
()()
()
63

6.1.3
64
6.2
6.2.1
2005 2008
20
BFT
Figure 27:
65
6.2.2
GRE GMAT
66
Figure 28:
6.3
6.3.1
50%
GRE
6.3.2
67

6.3.3
18
6.4
68

6.5
6.5.1
69

6.5.2
70

71

42%
42% 33%
22.7% 15%
72
7.1
7.2
60% 6-10
70.6%
73

55% 51.7%
90%
95%
74

7.3
7.4
75

76

55% 51.7%
77
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Factors Influencing Chinese Consumer Choice of English Training Schools

Erin Michele Greenwalt, B.A.

Graduate Program in East Asian Languages and Literatures

The Ohio State University

Dr. Galal Walker, Advisor

Dr. Jianqi Wang, Committee Member

Erin Michele Greenwalt

languages, especially English, is increasingly vital. Consequently, in the 1990s Chinas

However, as there is currently no centrally governing agency to enforce standards upon

giving inspirational speeches at local schools.

to the current Chinese foreign language training market.

during my graduate career.

June 2002 .........................................Robinson Secondary School

Major Field: East Asian Languages and Literatures

List of Figures ................................................................................................................................ vi

List of Tables ................................................................................................................................. vii

3.4 ........................................................................................................................... 213

312POPPlay Our Play

Hill, Barron's, (Wiley)(DynEd International)

Global Education & Technology Group, Ltd. 2010 10 8

2007 7048 2010 2.85 30

2010 CVAwards 100 2007-2009

Bertil Hult 1965

1994 120 TEFL

88.3% 11-17 11.6% 10

% 8.2 23.0 13.1 16.4 27.9 9.8 1.6

58.3% 6-10 55% 11-14

43.6% 6-8 29.1%

(43.7% 28%) 52.9%

79% 54.6% 57%

Figure 9: Figure 10:

12 1000 27.4% 32.6%

1000-1500 ,18.8% 7.9% 1500-2000

6.1% 2.2% 2000-2500 6.6% 2500

75.8% 40% 6-10

Figure 15: Figure 16:

35.5% 34.1% 28.4%

Figure 17: Figure 18:

68.2% 1517 100

15-17 11-17 71% 10

31.8% 1000-1500 22.7% 1500-2000

4.5% 2500 31.8%

Figure 21: Figure 22:

Figure 23: Figure 24:

57.1% 34%10% 20% 4

12 14 15 22-26 10 26-30 1 30-35

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