Marketing Research Association, USA The first agency in Vietnam certified 20252 by British Standards Institute

Market research top-line

Thng 3 2012

HCM

H NI

NNG

CH :

QUAN IM V XU HNG LA CHN TRNG HC CHO CON

Gii thiu v Viettrack l bn tin ca FTA Research & Consultant, c thc hin da trn cc cuc nghin cu hng thng vi mc tiu chuyn ti nhng nhn xt, nh gi v cm nhn chn tht ca i tng nghin cu v thi cuc kinh t v v cc chin dch qung b cng nh cc sn phm n cc nh sn xut tip th, gip h thu hiu v phc v tt hn cc nhu cu cha c p ng ca ngi tiu

dng. Nghin cu Viettrack p ng tiu chun ISO 20252:2006, tiu chun cht lng quc t ngnh nghin cu th trng. Viettrack thng 03/2012 c thc hin: S mu: N=300; trong : HCM = H Ni = Nng = N =100 i tng phng vn: Ph huynh hc sinh, sinh vin tt c cc cp hc t mu

gio ti i hc Tng lp kinh t: ABCD

NI DUNGPHN A: QUAN IM CHUNG V GIO DC PHN B: TIU CH LA CHN TRNG HC

PHN D: HNH VI QUYT NH

PHN C: THI QUEN TRUYN THNG

PHN A:QUAN IM CHUNG V GIO DC tui ph hp bt u tham gia cc lp hc Cc kh khn khi la chn trng v ng k hc Quan im v mi lin h gia mi trng gio dc, thi hc tp v hc lc nh gi chung v mi trng gio dc hin ti Mc hi lng vi trng hc hin ti ca con

Mc chi tiu cho vic hc ca con hin ti

TUI PH HP BT U THAM GIA HC CHPhn ln ph huynh u cho rng tui bt u hc ch ca cc b nm trong khong t 5 6 tui,tc tui sp hoc bt u bc vo lp 1. Quan im ca HCM v H Ni kh ging nhau, ring khu vc Nng c xu hng cho con bt u i hc ch sm hn 1 cht so vi HCM & HN, nhng u ch yu ri vo khong 5-6 tui.

TOTAL

HCM

H NI

NNG

3 - 4 tui

18

16

15

22

5 tui

34 42

22

27

52

6 tui

59

50

17

7 tui

6 N = 300

3 N = 100

6 N = 100

9 N = 100Da trn tt c p vin

TUI PH HP BT U THAM GIA CC KHA HC NGOI CHNH QUY Nhn chung, ngoi ng l mn hc ngoi kha c cc bc ph huynh lu tm v cho con tip cn kh sm trong khong t 5 7 tui. y cng l giai on cc b bc l r nht nhng nng khiu ca mnh, do , bt u cho tr tham gia cc kha hc nng khiu cng trong tm tui ny. Ring i vi hc vi tnh v cc k nng mm, phn ln ph huynh u cho rng nn cho tr tip cn i tui t 11 tr ln, khi tr c nhng nhn thc tt nht v tm t duy tip thu cc kin thc tin hc v k nng sng tt nht.

tui ph hp tham gia cc lp hc

Hc ngoi ng6 17 31 19 9 6 7 5

Hc vi tnh0 1 8 15 19 14 17 26

Hc k nng mm0 2 8 17 10 14 12 37

Hc nng khiu6 16 20 15 11 9 8 15

3 - 4 tui 5 tui 6 tui 7 tui 8 tui 9 tui 10 tui T 11 tui tr ln

Da trn tt c p vin N = 300

CC KH KHN KHI CHN TRNG V NG K HCThng k theo CP TIU HCYu t v quy nh hc theo tuyn v th tc ng k hc, iu m mi ma tuyn sinh Tiu Hc u c bo ch nhc n, l mt trong nhng yu t gy nhiu kh khn nht cho ph huynh tiu hc iu kh khn khc khin ph huynh cn nhc nhiu khi ng k hc cho con chnh l cn nhc gia trng VN v QT, trng chuyn v trng thng thng. Qua ta thy c s k vng v quan tm ca ph huynh Vit Nam i vi vic hc ca con.TOTAL HCM 49 42 32 24 20 12 20 12 17 15 H NI NNG

Th tc ng k hc phc tp Quy nh v hc theo tuyn Cn nhc gia trng Vit Nam v trng Quc T Cn nhc gia trng im (trng chuyn) v trng thng thng Hc ph Tnh trng qu ti cc trng cng, xp hng ng k kh khn Hc lc ca HS Khng nm r thng tin v cch thc tuyn sinh, np h s Nhiu ngun thng tin, khng c ngi hng dn r rng Thiu thng tin chnh thc gii thiu v cc trng

38 37 36 34 23 23 22 20 17 16

33 44

33 26 26 33 16 28 21 23 21 9

4944 33 27

2424 13 22

N = 120 N = 40 N = 40 N = 40 Da trn cc V l ph huynh cp mu gio v tiu hc

CC KH KHN KHI CHN TRNG V NG K HCThng k theo CP TRUNG HCSo vi bc tiu hc, vic chn v ng k trng trung hc gp nhiu kh khn yu t lin quan n nng lc hc nh im u vo; hc lc ca hc sinh; trng chuyn

i vi cp lp ny, ph huynh vn c s cn nhc tng i nhiu v la chn hc trng Vit Nam hoc Quc T, c bit l khu vc HCM v HNTOTALCn nhc im u vo gia cc trng Hc lc ca hc sinh Cn nhc gia im (trng chuyn) v trng thng thng Quy nh v hc theo tuyn Hc ph

HCM 35 38 35 30 43 23 40 25 20 13

H NI 49 37 32 27 22 34 42 27 12 15

NNG 51

45 43 41 40 39 32 31 30 21 21

5356 60 51 38 13 38 31 36 33 31

Tnh trng qu ti cc trng cng, xp hng ng k kh khnCn nhc gia trng Vit Nam v trng Quc T Th tc ng k hc phc tp Thiu thng tin chnh thc gii thiu v cc trng Nhiu ngun thng tin, khng c ngi hng dn r rng Cn nhc gia cc ngnh hc Khng nm r thng tin v cch thc tuyn sinh, np h s

2019

1015

1510

N = 120

N = 40

N = 40

N = 40

Da trn cc V l ph huynh cp trung hc (THCS & THPT)

CC KH KHN KHI CHN TRNG V NG K HCThng k theo CP H/ CNgnh hc l mt trong nhng kh khn ln khi la chn trng i Hc v Cao ng, v quan trng khng km chnh l im u vo ca cc trng v hc lc ca hc sinh c tng xng. So vi 2 cp lp trc, hc ph ca cp i Hc cng l mt yu t gy cn nhc

Khng c s khc bit nhiu gia cc khu vcTOTALCn nhc gia cc ngnh hc Cn nhc im u vo gia cc trng Hc ph Hc lc ca hc sinh Khng nm r thng tin v cch thc tuyn sinh, np h s Th tc ng k hc phc tp Cn nhc gia trng Vit Nam v trng Quc T Nhiu ngun thng tin, khng c ngi hng dn r rng Thiu thng tin chnh thc gii thiu v cc trng Tnh trng qu ti cc trng cng, xp hng ng k kh khn Cn nhc gia im (trng chuyn) v trng thng thng Quy nh v hc theo tuyn

HCM 64 59 53 35 55 40 15 40 40 5 25 20 60

H NI 67 62 48 52 33 14 14 24 19 10

NNG 65 57 39 48 44 26 44 26 26 26 9

78

44 33 33 27 25 23 19

1311

55

519

N = 60

N = 20*

N = 20*

N = 20*

Da trn cc V l ph huynh sinh vin *: S mu rt nh

QUAN IM V MI LIN H GIA MI TRNG GIO DC, THI HC TP V HC LCa s ph huynh u nh gi rng mi trng hc tp c tc ng nhiu n kt qu v thi hc tp ca tr; trong c bit l s nh hng ca thy c th hin phng php s phm v cch thng pht, khen ch

TOTAL Phng php s phm ca gio vin c nh hng nhiu n kt qu hc tp 6 Cch thng pht, khen ch ca thy c tc ng n thi 1 5 hc tp ca hc sinh Ngi cnh v chi vi bn hc tt s hc tt hn 9 44 50

Top Means 2 box 94 4.45

53

40

93

4.33

56

35

91

4.27 4.15

Hc trong lp c nhiu bn hc gii s c kt qu hc tp tt hn v ngc li 13 12 c hc ti trng ng hc ph cao, c s vt cht tt s hc tt hn Tham gia cc hot ng on nhiu c th s nh hng khng tt n kt qu hc tp Hon ton khng ng

47

36

83

13

14

42

31

73

3.89

7

22

15 Bnh thng

31 ng

25

56

3.46

Khng ng

Hon ton ng

Da trn tt c p vin N = 300

MC CHI TIU CHO VIC HC CA CON ?

Mc chi tiu cho bc tiu hc thuc cc trng Vit Nam hng thng trung bnh l 2 triu/ thng/ hc sinh.

C mc chnh lch kh ln gia trng Vit Nam v Quc T vi mc chi tiu cho bc tiu hc trng quc t trung bnh trong khong t 4 8 triu/ thng

TIU HC

Di 2 triu

2 triu - 4 triu17%

3% 2% 40% 23%

Mc chi tiu trung bnh (s tin/thng) Di 2 triu 2 triu - 4 triu 4.1 triu - 6 triu 6.1 triu - 8 triu 8.1 triu - 10 triu Trn 10 triu

Tiu hc Quc t

Tiu hc Vit Nam

N = 20*5 20 30 35 5 5

N = 4075 25 0 0 0 0

4.1 triu - 6 triu

15%

6.1 triu - 8 triu8.1 triu - 10 triu Trn 10 triu

N = 60

Da trn p vin l PHHS tiu hc* : S mu rt nh

MC CHI TIU CHO VIC HC CA CON ?

Tng t nh cp tiu hc, bc trung hc, s tin ph huynh ca hc sinh trng quc t phi b ra chi tiu cho vic hc ca con trung bnh trong khong 8 triu ng/ thng.Chi ph cho mt tr hc ti trng trung hc ca Vit Nam th thp hn, ch t 2 4 triu ng/ thng,

TRUNG HC

Di 2 triu 2 triu - 4 triu 4.1 triu - 6 triu 6.1 triu - 8 triu 8.1 triu - 10 triu18% 15%

8%

2% 25% 32%

Mc chi tiu trung bnh (s tin/thng) Di 2 triu 2 triu - 4 triu 4.1 triu - 6 triu 6.1 triu - 8 triu 8.1 triu - 10 triu Trn 10 triu

Trung hc Quc t

Trung hc Vit Nam

N = 405 15 25 35 15 5

N = 8044 49 5 0 2 0

Trn 10 triu

N = 120

Da trn p vin l PHHS Trung hc

MC CHI TIU CHO VIC HC CA CON ? bc C/ H, mc chi tiu trung bnh cng trong khong 2 4 triu/ thng/ sinh vin. HCM c xem l ni c mi trng tt ngnh gio dc pht trin. Sinh vin ti HCM c c hi c tham gia cc chng trnh o to linh hot v a dng hn so vi cc khu vc khc. Do vy, nhu cu ca sinh vin khi hc tp cng cao hn v cc bc cha m cng u t cho vic hc ca con nhiu hn cc khu vc cn li.

Sinh vin (I HC/CAO NG)

Di 2 triu

2 triu - 4 triu9%

3 3% 6%

25%

Mc chi tiu trung bnh (s tin/thng) Di 2 triu 2 triu - 4 triu 4.1 triu - 6 triu 6.1 triu - 8 triu 8.1 triu - 10 triu Trn 10 triu

Total (H/C)

HCMC

H Ni

Nng

4.1 triu - 6 triu

N = 6025 53 9 3 3 6

N = 20*0 50 15 10 10 15

N = 20*43 48 5 0 0 5

N = 20*30 61 9 0 0 0

6.1 triu - 8 triu8.1 triu - 10 triu Trn 10 triu

54%

N = 60

Da trn p vin l PH Sinh vin * : S mu rt nh

MC CHI TIU CHO VIC HC CA CON ?T l phn b chi tiu cho vic hc

PHN B CHI TIU CHO VIC HC (%) Hc chnh quy Hc thm - bi dng Hc ngoi ng Hc vi tnh Khc

TOTAL N = 240 50 21 18 13 4

HCM N = 80 62 13 15 12 5

H Ni N = 80 55 20 16 11 4

Nng N = 80 49 23 19 10 4

Tiu hc N = 60 60 15 16 11 3

THCS N = 60 50 23 18 11 3

THPT N = 60 47 25 18 11 4

H/ C N = 60 54 9 22 16 5

Thng k t cp lp Tiu hc n i hc

PHN B:TIU CH LA CHN TRNG Tiu ch la chn trng hc chnh quy Tiu ch la chn trng hc/ trung tm ngoi ng

HC

Tiu ch la chn hc cc chng trnh b sung (ngoi chnh quy) Mong mun la chn i vi trng quc t cho con Mong mun chn la cho con i du hc

CC TIU CH KHI CHN TRNG HC CHNH QUYSo snh gia cc cp lpTiu ch la chn trng ca ph huynh ri nhiu vo 3 nhm chnh: V c s vt cht; Cht lng ging dy (gio vin, chng trnh, phng php s phm) v Mc hc ph hp l. Ring i vi bc H/ Cao ng, ph huynh cn quan tm n cc vn lin quan n vic lm v gi tr bng cp nhiu hn so vi cc cp lp khcMU GIO & TIU HC TRUNG HC 67 62 60 59 56 54 49 48 44 38 37 29 25 25 22 22 21 21 20 10 9 I HC/ CAO NG

C s vt cht Cht lng ging dy i ng gio vin Hc ph hp l Chng trnh o to Danh ting ca trng V tr (gn nh) Thi ca gio vin Lin lc gia ph huynh nh trng Phng php s phm Dy ngoi ng tt Ch dinh dng cho hc sinh Hot ng ngoi kha Phng gio v/h tr hc sinh tt Hot ng h Chng trnh h C hi hc ln cao Gi tr bng cp im u vo Vic lm thm trong qu trnh hc Vic lm sau khi tt nghip

65 64 61 55 54 54 49 47 43 42 42 40 27 23 22 21 14 14 9 0 0

69 61 56 56 55 53 50 48 48 48 41 20 36 28 23 20 20 25 14 15 10

N = 120

N = 120

N = 60 Da trn tt c p vin

CC TIU CH KHI CHN TRNG HCThng k theo CP LPKhng c s khc bit nhiu gia cc cp lp

NGOI NG

Ring ph huynh sinh vin c xu hng ch trng nhiu n yu t gio vin nc ngoi v gi tr bng cp nhiu hn so vi 2 nhm cn liTOTALCht lng ging dy i ng gio vin

MU GIO & TIU HC 62 60 59 58 57 56 46 40 23 31 68 63 59 62 58 57

TRUNG HC 60 59 58 58 60 57 48 32

I HC/ CAO NG 52 57 60 52 50

Danh ting ca trngChng trnh o to Hc ph hp l C s vt cht Gio vin nc ngoi Gi tr bng cp V tr (gn nh) C hi du hc Hot ng ngoi kha) Lin lc gia ph huynh nh trng Hc bng Ch gi xe/a n

5257 58 25 42 15 18 32 15N = 60

34

3128 27 25 23 19N = 300

3430 30 24 25 19N = 120

1829 28 17 21N = 120

Da trn tt c p vin

CC TIU CH KHI CHN TRNG/ TRUNG TM O TO

CC CHNG TRNH NGOI CHNH QUYThng k theo KHU VC

So vi hc ngoi ng, cc tiu ch la chn trung tm o to khc ngoi chnh quy cng da trn mt s tiu ch tng t nhau. Tuy nhin, ng dng thc t ca chng trnh hc v phn b thi kha biu hp l cng ht sc quan trng i vi cc chng trnh nyTOTALCht lng ging dy Hc ph hp l C s vt cht Uy tn v danh ting ca trng Chng trnh c nhiu ng dng thc t i ng gio vin Thi kha biu hp l

HCM 55 54 35 43 41 48 57 37 32 27 35 40 36 25 17 18 20 19 13N = 100

H NI 75 60 58 54 38 50 42 55 26 34 36 22 25 25 21 11 18N = 100

NNG 56 59 58 50 55 59 62 51 60 41 26 35 39 36 19 23 17

Chng trnh o toChng trnh hc c nhiu thc hnh Gio trnh hay V tr Gi tr giy chng nhn/bng cp Lin lc gia ph huynh nh trng Thi ca nhn vin Ch chm sc hc vin tt Ch gi xe/ Ch a n

H tr ca phng gio v

52 51 50 49 45 44 40 38 33 27 27 26 20 18 16N = 300

Da trn tt c p vin

N = 100

NHU CU V L DO CHN HC TRNG QUC TTrn 80% ph huynh hc sinh cc khu vc u c nguyn vng cho con hc trng Quc T nu c th. Qua , ta thy xu hng mi trong ngnh gio dc c cc bc ph huynh quan tm v n nhn tt

TOTAL

HCM

H NI

NNGL do chn hc trng Quc t Kh nng giao tip ngoi ng tt hn C s vt cht tt, hin i Phng php o to tt Chng trnh o to tt Gio vin nc ngoi ging dy Mi trng gio dc hin i To cho con tnh t lp Gip tr t tin hn Khng gy p lc hc cho con

(%) 39 24 23 19 13 9 8 7 6

C85 85 83

88

Khng

15N = 300

12N = 100

15N = 100

17N = 100

Da trn cc V tr li c mong mun chn hc trng Quc t N = 255

MONG MUN V L DO LA CHN I DU HCT l ph huynh hc sinh mong mun cho con i du hc nhn chung kh cao, chim hn 80%. Chnh mc nhu cu cao ny thc y s n r ca nhiu t chc t vn du hc cng nh cc trung tm ngoi ng/ trng hc lin kt vi nc ngoi.

TOTAL

HCM

H NI

NNGL do chn i du hc (%)35 30 28 19 9 9 8 8 8

C

C hi vic lm tt hn

81

87

81

75

Gip con ti t lp Kh nng giao tip ngoi ng tt hn Tip thu c kin thc ca nhng nc pht trin Bng cp c gi tr quc t M rng hiu bit v nhiu nn vn ha trn th gii

Khng

19N = 300

13N = 100

19N = 100

25N = 100

Cht lng o to tt Chng trnh hc thc hnh nhiu Gip tr t tin hn

Da trn cc V tr li c mong mun cho con i du hc N = 243

PHN C: Cm nhn chung v cc mu qung co gio dc THI QUEN TRUYN

Ngun thng tin tham kho nh gi mc quan trng ca cc thng tin c trong mu qung co v gio dc Chng trnh khuyn mi yu thch/ mong mun nhn c khi tham gia ng k hc

THNG

Nhn vt c thnh tch hc tp/ nghin cu khoa hc tiu biu trong n tng ca ngi tiu dng

CM NHN CHUNG V CC MU QUNG CO GIO DC

Phn ln ph huynh (~50%) u thch nhng mu qung co n gin v c thng tin r rng h c th nm c cc thng tin c bn cn thit.

TOTAL Ti thch cc mu qung co c thng tin r rng,c vo hiu ngay v nm c nhng thng tin c bn Ti thng n tng bi nhng mu qung co t thng tin,nhng n tng v sng to, n khin ti nh lu Qu nhiu mu qung co c nhng li cam kt v cht lng nh nhau,kh nh gi v la chn a s cc mu qung co cng iu ha, ti khng thch v t tin vo cc thng tin trn Cc mu qung co thng c a ra qu nhiu thng tin khin ti b riN = 300

HCM

H NI

NNG

49

59

50

39

32

14

34

49

31

23

29

41

23

21

13

34

16

11N = 100 N = 100

19

17N = 100

Da trn tt c p vin

NGUN THNG TIN THAM KHO V CC TRNG HC/ TRUNG TM O TOHnh thc marketing truyn ming (Word of mouth WOM) c xem l phng tin truyn thng hiu qu nht cho cc nhu cu cn tm hiu v gio dc. Ph huynh c xu hng c lng nghe v chia s nhng kinh nghim t bn b, ngi thn, hoc cc din n tho lun trn mng

TOTAL

HCM

H NI

NNG

Bn b, ng nghip, ngi thn Cc trang web, din n cp thng tin lin quan trn internet Bo/ Tp ch Website chnh thc ca trng/ trung tm o to Cng c tm kim (Google, Yahoo search) Brochure ca cc trng/ trung tm o to 31 27 21N = 300

90 53 46 16 14 12N = 100

91 42 54 28 38 34 27N = 100

92 60 58 57 38 33 23N = 100

88

Da trn tt c p vin

NH GI MC QUAN TRNG CA CC THNG TIN C TRONG MU QUNG CO V GIO DCNi dung thng tin cn c trong mu qung co c cc bc ph huynh quan tm nhiu ch yu xoay quanh ni dung v phng php o to ca chng trnh hc. Bn cnh , hc ph l thng tin m ph huynh mun c bit n nhiu nht khi xem cc mu qung co v gio dcTOTALTop 2 Box Means 4.4 4.43 4.34

Hc ph Phng php o to Chng trnh v thi gian o to Cc ng dng thc t ca chng trnh Trang thit b, lp hc, c s vt cht ca trng Thng tin v gi tr bng cp/ giy chng nhn Gii thiu i ng gio vin

0 7 0 7 1 0 9 0 9 1 0 11 1 0 12 0 12 0 1 15 0 2 0 2 14 14 18 18

46 41 48 44 43 43 43 47 48 51 48

47 51 43 46 45 44 44 38 33 29 32

93 92 91

9088 87 87 85 81 80 80 78 77

4.354.32 4.32 4.32 4.22 4.07 4.1 4.05 4.02 3.98

Thi kha biu hc v thi im ng k/tuyn sinh

Gii thiu tng quan v trngThng tin chng trnh khuyn mi Nhng thnh vin thnh t tng theo hc Cc cu chuyn hay v gio dc Nhng thng ip n tng Hon ton khng quan trng

0303

1921

4952 Bnh thng Quan trng

2925

Khng quan trng

Hon ton quan trng

Da trn tt c p vin N = 300

CC CHNG TRNH KHUYN MI YU THCH/ MONG MUN NHN C KHI NG K HCCc hnh thc khuyn mi c a thch gn nh nhau vi ni dung v C hi nhn hc bng gi tr; Gim hc ph v tng km ti liu l top 3 hnh thc khuyn mi c yu thch nht.

TOTALC hi nhn hc bng c gi tr Gim hc ph khi ng k sm Tng gio trnh/ ti liu min ph Min ph cc kha hc thc hnh/ ngoi kha b sung c hc th min ph Chng trnh rt thm trng thng (chuyn du lch/ laptop) Qu tng c gi tr thit thc (cp sch/ o ma)13 41 34 32 50 57 61

HCM81 46 55 38 35 36 9

H NI64 49 46 48 31 16 12

NNG37 56 71 36 37 44 19

82 80 75

92

76

77

8170 66 60 77

7166 65

8790

66 64 60

68 81 64

51

40 41

46

51

47

N = 300

N = 100

N = 100

N = 100

Top3 hnh thc khuyn mi yu thch nht

Cc chng trnh khuyn mi yu thch/ mong mun nhn c

Da trn tt c p vin

CC NHN VT C THNH TCH HC TP/ NGHIN CU KHOA HC TIU BIU C YU THCH

Gio S Ng Bo Chu Ch Tch H Ch Minh

Nh Bc Hc Isaac Newton

Lng Quc Trng Nguyn Mc nh p Da trn tt c Chi vinDa trn tt c p vin N = 300

PHN D: Thi im tm kim thng tin v trng hc/ trung tm o to HNH VI QUYT NH Vai tr ca ph huynh trong vic chn la v ra quyt nh ng k trng hc cho con ng lc thc y n quyt nh ng k hc

THI IM TM KIM THNG TIN V CC TRNG HC/ KHA HCThng k theo KHU VCPh huynh thng tm kim thng tin v trng hc/ kha hc cho con ch khi c nhu cu c th v r rng. Tuy nhin, nhiu trng hp b gy n tng bi cc thng tin quang co, v s tm hiu ngay.

TOTAL Khi c nhu cu v thi im d nh cho con hc c th Khi thy qung co v trng hc/ trung tm o to, ti s tm hiu ngay nu thy ph hp sau ny khi c nhu cu s lin h Ti thng ch tm hiu trc ma nhp hc/ tuyn sinh Trc thi gian ngh h Trong thi gian ngh h 10 24 10

HCM

H NI

NNG

52 41 40 29

43 43 46 19 8 22 40

62

51 58 33 24 11

N = 300

N = 100

N = 100

N = 100

Da trn tt c p vin

VAI TR CA PH HUYNH TRONG VIC TM KIM V RA QUYT NH NG K TRNG HC CHO CONSo snh gia cc cp lpVai tr ca ph huynh trong vic tm kim trng v quyt nh trng hc cho con c s thay i theo tng cp hc. Khi con ln, c bit l bc i hc/ cao ng, cc bc cha m sn sng cho con ci ton quyn la chn trng hc ca chng.MU GIO & TIU HC Ti tm kim thng tin v ng thi l ngi ra quyt nh chnh trong vic chn trng ng k hc cho con Ti tm kim thng tin nhng quyt nh chn la trng phi c kin thng nht cng c gia nh Con ti tm kim thng tin, nhng vic chn trng ng k l ti quyt nh TRUNG HC I HC/ CAO NG

29 59 46

19 9 30

41Con ti t tm kim tt c thng tin v chng trnh hc v t quyt nh chn trng hc ng k, ti ch ng h con

13 12

42

N = 120

N = 120

N = 60 Da trn tt c p vin

NG LC THC Y VIC RA QUYT NH NG K HCSau khi tm hiu v c thng tin, ph huynh hc sinh thng b thuyt phc a ra quyt nh nhanh chng hn thng qua vic tranh th cc chng trnh u i hoc khuyn mi ang p dng. Bn cnh , tm l m ng l mt ng lc a ra quyt nh ng k hc nhanh chng tc thi hn.

TOTAL

HCM

H NI

NNG

Tham gia ng k sm nhn c khuyn mi u i (gim hc ph, c hi hc bng, qu tng ma tu trng)Bn b/ ngi thn/ hng xm xung quanh u chn trng hc/ trung tm o to ng k cho con hc Tranh th dp h/dp rnh ri ca con S t vn thuyt phc ca nhn vin t vn Sau khi cho con tham gia v b thuyt phc bi lp hc th 36 30 18

65 54

57 56 34 14 21N = 100

59 40 39 42 14N = 100

78 65 36 35 20N = 100

N = 300

Da trn tt c p vin

KT LUN Product (Sn phm):- Tiu ch la chn trng hc tp trung nhiu vo cc yu t thuc v c s vt cht v cht lng ging dy, iu ny cho thy yu cu ngy cng cao ca cc bc ph huynh i vi cc t chc gio dc. y l c hi tt cho cc cc nh u t gio dc c nh tham gia vo th trng gio dc vi nh v cao. - Trng quc t c xem l mt sn phm bn chy vi t l hn 80% p vin mong mun chn trng quc t cho con h. Xu hng la chn ny ha hn s tip tc tng nhanh v mnh trong thi gian ti ti Vit Nam - T l ph huynh mong mun cho con i du hc nc ngoi l tn hiu v c hi tt cho cc t chc lin kt gio dc, cc trung tm t vn du hc, cung cp dch v du hc m rng hot ng ca mnh, nhng cng i din nhiu thch thc khi ph huynh ngy cng am hiu hn dch v ny v mc yu cu v cht lng ca cc chng trnh du hc ngy cng kht khe hn.

KT LUNPrice (Chi ph):- Theo kt qu kho st Viettrack T5 2011, chi tiu cho gio dc l mt trong nhng khon chi tiu quan trng nht khng th ct gim. Ph huynh sn sng b ra chi ph cao mong mun con ci mnh c hc tp mt cch tt nht, iu ny th hin r mc chi tiu ca mt s trng hp cc thnh ph ln vi mc t 6 8 triu/ thng. - Mc chi tiu cho vic hc hin nay phn ln trong khong trung bnh t 2 4 triu ng. T l phn b chi tiu ny nhiu nht l cho hc chnh quy (hn 50%), cn li cho cc kha hc thm v hc ngoi ng. iu ny cng cho thy tm l chung ca ph huynh l s u t ln nht cho vic hc vn ha. - i vi ph huynh bc H/ C, vic u t chi ph hc ngoi ng cho con trong giai on ny tm kim cng vic tt sau khi ra trng l iu ht sc quan trng. Do vy, i tng sinh vin vn c nhm n l khch hng mc tiu hng u ca cc chng trnh o to v ngoi ng.

KT LUNPlace (a im trng hc):- La chn trng hc c v tr ph hp (gn nh, gn ni lm vic ca ph huynh) l mt trong nhng tiu ch kh quan trng trong vic la chn trng hc/ trung tm o to ca cc bc ph huynh cho con. - Trc y, phn ln cc trung tm/ trng hc t thc thng la chn cc qun trung tm t tr s nhm d dng thu ht hc vin. Tuy nhin, trc nhu cu ngy cng ln v a dng i vi gio dc, vic m rng mng li chi nhnh sang cc khu vc mi, c mt dn s cao v nh v phn khc ph hp vi kh nng kinh t v nhu cu ca ph huynh hc sinh khu vc hon ton l mt hng i kh thi v tim nng. - Trng hc c t chc a rc hc sinh l mt trong nhng dch v h tr khin ph huynh cm thy an tm v vic chm sc v qun l vic hc ca con. Do , vi cc trng hc khng s hu li th v v tr c th khc phc thng qua vic t chc hp l cng tc a rc, m bo an ton ti a cho hc sinh. Nu vy, vic la chn mt trng hc/ trung tm tuy khng gn nh i vi ph huynh, nhng vi cc dch v phc v hc sinh c cht lng tt, th cc trng hon ton s chim c s hi lng v tin tng ca cc bc cha m. - Thc tin quy nh ca h thng qun l gio dc bc ph thng cc cp ( t mu gio ti trung hc ph thng) ti Vit Nam hin nay l ng k hc theo tuyn (khu vc sinh sng), quy nh ny gy kh nhiu kh khn cho ph huynh khi ng k trng hc cho con h. Do , vic cc trng t thc/ dn lp c kh nng p ng tt nhng mong i ca ph huynh v hc sinh v dch v, xy dng c s vt cht tt v cam kt cht lng s l mt im quan trng tng cng uy tn v kh nng cnh tranh ca mnh trong ngnh gio dc o to hin ti.

KT LUNPromotion (Truyn thng)- Hnh thc marketing truyn ming vn l phng tin truyn thng c cc bc ph huynh tin tng nhiu nht hin nay. Bn cnh , qung co trn bo cng l mt knh truyn thng hiu qu v c la chn s dng kh thng xuyn. Nh vy, bn cnh vic hon thin c s vt cht v cht lng gio dc, cc t chc gio dc cn nn lu xy dng cc knh truyn thng ph hp v thn thin nh t chc cc cng ng online gii thiu, trao i v chia s thng tin gio dc, xy dng mi quan h tt gia nh trng v ph huynh vi vic cp nht tt cc thng tin v hc tp v rn luyn ca con ci h; tip thu cc kin ng gp ca ph huynh/ HSSV v c hng ci thin ph hp - a s nhng qung co ngn gn nhng y thng tin u c cc bc ph huynh yu thch, iu ny cng nh trng tm l v mc ch ca cc bc ph huynh l mun tm hiu thng tin v trng hc nhiu hn l cc qung co cng iu ha hoc qu di dng.

- Hnh thc khuyn mi yu thch ca cc bc ph huynh i vi ngnh gio dc l nhng hnh thc rt thc t nh: c hi nhn hc bng, gim hc ph, ti liu min ph- i tng sinh vin c kh nng t quyt nh v trng hc/ c s o to chim t l cao nht so vi cc cp lp khc. H c quyn ch ng trong vic la chn trng v tc ng li hoc c nh hng n cha m ca mnh. Do vy, bn cnh vic truyn thng n ph huynh, sinh vin chnh l mt i tng truyn thng mc tiu m cc trng/ trung tm o to cn hng n.

KT LUN Kho st trn cho thy ci nhn tng quan v mc quan tm v u t ca ph huynh hc sinh i vi vic hc ca con em mnh hin nay. Cc bc ph huynh sn sng n nhn v tip thu cc xu hng gio dc mi; v t k vng vo con ci thng qua mong mun cho con c hc ti cc t chc gio dc quc t v du hc c c hi tip xc vi nn vn ha v gio dc a dng hn. Kho st trn gip cho cc t chc gio dc cng nh cc Marketers c ci nhn tng quan v nhu cu, th hiu v xu hng ca cc bc ph huynh i

vi vic hc ca con em mnh, t a ra cc sn phm gio dc cngnh cch tip cn ph hp nht vi khch hng mc tiu ca mnh.

Thank you