Development Of Online K12 English Language Education Industry In China

As the hottest segment of online education,online K12 English language education has attracted not only the traditional offline K12 training institutions,but also the Internet giants.Although the financing and entrepreneurship activities are in full bloom,the online K12 English language education industry is faced with development problems,such as product homogenization,"money-burning" marketing and "diseconomies of scale",which have aroused external doubts about the bubble of the industry.Therefore,this study delves into the online K12 English language education industry in China,explores its development process,analyzes the market structure characteristics,market behavior and results,and market performance of the industry,and deeply explores the relationship among the three,in an attempt to find problems in the development process of the industry and propose corresponding countermeasures.On the basis of absorbing and referring to previous research results,this study uses the SCP paradigm to analyze the online K12 English language education industry in China.In the process of research,knowledge related to management and industrial organization theory is applied.Online K12 English language education industry in China as the main research object,combining the situation of our country present stage,on the basis of summarizing and analyzing the history and the environment of the online K12 English language education industry in our country,and the attributes of the industry,by means of the SCP paradigm,this study analyzes the industry's market structure,market behavior and market performance and the relationship between them.Try to find out the problems in the process of industrial development and put forward the corresponding countermeasures.The results show that the current market concentration is between the extremely high and the highly concentrated oligopoly.There are no policy barriers to entry and exit.There are three structural barriers to entry,namely,consumer preference,accumulated r&d expenditure and teacher reserve of incumbent enterprises,as well as strategic barriers for incumbent manufacturers to improve consumers' brand awareness and preference through advertising behavior.In addition,the sunk cost of high marketing brand publicity and promotion costs forms the market exit barrier.The product itself is less differentiated,but in terms of brand awareness,there is a big gap between the products of the market advantage enterprises and the new enterprises.In terms of market behavior,except for individual enterprises,most market enterprises adopt restrictive pricing strategy.Financing is frequent in the market.Competition is concentrated in advertising and product development.On the one hand,it can seize the marketquickly;on the other hand,it can improve the product differentiation.These behaviors strengthen enterprises' competitive advantages and market barriers.It has obvious promoting effect on economic performance and social performance.But at the same time predatory pricing and high customer acquisition costs have damaged market performance.In terms of market performance,profitability cannot get rid of long-term losses in the early stage.The problem of "" diseconomies of scale " " is obvious.Long-term unprofitability and even loss lead to frequent seeking for high financing for leading enterprises that mainly provide interactive live teaching services.Except these problems,the current market has certain social benefits in promoting the application of technology,promoting the balance and fairness of educational resources,and improving the quality of quality-oriented education.