摘要
当今，“科教兴国”已是中国政府长期坚持的一项基本国家发展战略，在这样的大背景下，众多的国际知名教育品牌纷纷到来中国。这些知名的教育品牌凭借着优秀的课程和教学经验、成熟的经营管理和品牌优势，深受中国家长和学生的欢迎。然而，在不断地发展和尝试中，由于国家的不同特点，民族的不同习惯，经济的不同发展程度，消费层次的不同需求，以及由此造成的不同的文化大背景，导致了市场存在很大的差异性。这就迫使这些国际知名教育品牌在中国的发展战略中要树立符合当地情况的观念，通过对当地市场充分地研究和调研的情况下，使用具有柔性和弹性的公司策略，以此来实施本土化战略。只有这样，这些教育品牌才能降低进入市场的风险，更合理地分配有限的各种资源，不仅可以降低运营的成本和费用，而且可以提高自身品牌在各方面的竞争优势，极大地满足市场的实际需求。
本文围绕国外儿童教育课程中的科学课程的本地化战略展开分析和研究，通过对SL 公司产品、运营、市场等方面的深入探讨，找出其本地化的难点和问题。通过介绍了国外儿童科学教育课程本地化的相关内容，结合中国基础教育市场发展的特点，分别从管理运营本地化，人才储备本地化，市场营销本地化等多个角度分析了国外儿童科学教育课程本地化的发展方向，难点和问题，并提出了国外儿童科学教育课程本地化的战略层面的解决方案。文中还结合企业实际运营的最佳实践方法，研究了跨文化沟通对本地化过程的影响。
SL 公司是笔者目前正在运营的以体验式儿童科学教育为主营业务的一家公司。文中分析研究了公司的产品特色，发展状况，市场情况以及行业竞争风险等，对公司导入儿童科学教育的过程中遇到的种种困难和风险进行深入分析，并提出解决方案和付诸实施。
本文的核心研究内容是在国外教育课程导入过程中，在人力资源，管理运营，品牌营销等方面的战略制定和实施。这些都是企业本地化战略的重要组成部分，在本地化的过程中，人才储备是核心竞争力，市场营销是可持续发展的源泉，管理运营和战略执行可以保证企业在良性的发展平台上为自身创造利益，同时尽到一定社会责任。
关键词：本地化战略；儿童科学教育；市场营销；管理运营
Abstract
Nowadays, most of countries over the world they are staying at the long-term strategyof developing their science and education. Within this context, many international famouseducation brands are coming to China. These famous education brands are popular amongChinese parents and students for their excellent courses, teaching experiences, maturemanagement, and brand advantages. However, during the constant development, they arealso deeply found that different countries, different nationalities, different economic andconsumption levels, and different cultural background lead to the differences of the market.
This will force these international famous education brands try to adjust their developmentstrategy, and establish the new ideas. They will do further local market researches, and try tothe use some flexible and elastic company polices to implement localization strategy. Onlyin this way, those international education brands can reduce the risk of entering the Chinesemarket, more reasonable allocation of limited resources, reduce operating costs andexpenses, improve all aspects of the competitive advantage, and better meet the needs of themarket.
This paper will research and analysis the localization strategy about the foreignchildren education course in science. It will introduce and analysis SL Company’s products,operations and market, and then find out the difficulties and problems in the localizationstrategy. Throughout the article, the key subjects are aiming at the issues and challenges indoing the localization of foreign science education programs. Firstly, we do study andsummarize relevant theories from formers, in terms of human resources localization,marketing and branding localization as well as operation management localizations. At theend, we bring the conclusion how the make up the strategy in above areas for a newestablish science education firm in China. Also, we pay some attention on the aspects ofcross-culture communication which are critical to supporting the progress of localization.
SL Company is the author is currently operating company, its main business is children'sscience education, and it focus on the experience teaching. In this paper, we analyzed thecompany's product features, development status, market situation and industry competitionrisk analysis and research. It analysis the difficulties and risks in the localization process ofchildren’s science education, and put forward solutions and advise how to put them intopractice. SL Company has the very good representative, to analysis its development processwill be a good reference for many similar international education brands which is planningor already doing in the Chinese market.
The core content in the research of this paper is in strategy formulation andimplementation of human resources management, operation management, marketing, etc，These are an important part of enterprise localization strategy. In the process of localization,talent reserve is the core competitiveness; and marketing is the source of sustainabledevelopment; operation management and strategic execution can ensure an enterprise createbenefits in the benign development platform, and show a certain social responsibility at thesame time.
Keyword ： Localization Strategy; Science education program; Marketing; OperationManagement
目录
摘要
Abstract
第 1 章 绪论
1.1 研究背景和目的
1.2 研究的理论和实践意义
1.3 研究内容和需要解决的问题
1.4 研究的方法与技术路线
1.4.1 研究方法
1.4.2 技术路线
第 2 章 国外儿童教育课程本地化理论综述
2.1 本地化战略概念和内容
2.1.1 本地化战略
2.1.2 本地化的经营特征
2.1.3 本地化的影响因素
2.2 关于本地化战略的研究现状
2.2.1 本地化战略研究
2.2.2 本地化运营管理的研究
2.2.3 本地化人才储备和激励的研究
2.2.4 本地化品牌营销的研究
2.2.5 战略执行策略
2.3 关于儿童科学课程项目的研究
2.4 综述
第 3 章 国内儿童科学教育行业现状和发展方向
3.1 国内儿童科教行业现状
3.1.1 国内儿童科教行业历史回顾
3.1.2 儿童科教行业现状 PEST 分析
3.2 上海本地儿童科教行业发展现状
第 4 章 SL 公司执行国外儿童科学教育课程导入的问题及分析
4.1 SL 公司基本情况介绍
4.1.1 SL 公司概况
4.1.2 产品和市场情况
4.1.3 行业竞争与风险 SWOT 分析
4.2 SL 公司本地化战略的难点和问题分析
第 5 章 SL 公司国外儿童教育课程本地化解决方案
5.1 扁平式的组织架构便于沟通和快速反应
5.2 合理及时地配置有限的资源
5.3 SL 直接找到目标客户
5.4 SL 营造国际化的公司执行文化
第 6 章 总结和展望
6.1 本文主要研究结论
6.2 本文的不足与创新
6.3 对未来展望
参考文献
