影响中国消费者选择英语培训因素分析-ETDOhioLINK.PDF

影响中国消费者选择英语培训因素分析 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 1990‟s China‟s 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 market‟s 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