教育设备（完成）-en.doc

中国教学设备行业市场机会研究报告Research Paper on market opportunities of China teaching equipment industry 1) Development status of teaching equipments industry关于教育设备行业的发展，目前中国尚无明确的法律以及政策法规对此有直接的规定，国内外企业进入这一市场的壁垒很低，企业发展的自由度较大。具体来说，中国当前的教育设备行业呈现如下发展特点：Concerning the development of teaching equipment industry, presently there is no definite legislation on the development of this industry, the entry barriers of home and abroad enterprise entering in this market is relatively low, the degree of freedom of business development is relatively great. In a specific way, the current Chinese equipment industry presents the characteristics as follows:首先，从市场需求特征来看，（1）同品种、多序列、非标准化、批量小、服务量大、服务即时性要求强，工程化产品需求多是教育设备行业一大特点。（2）教育设备的客户群体人文素质较高，总体商誉较好。同时，主体客户群体源于传统文化根深蒂固的价值观取向，使得教育设备市场规范化程度进展较慢。（3）基于心理上和教育管理上诸多因素的影响，有相当一批设备是为“达标”、“验收”等目的而被采购，故对实际品质的关注不如外在感观及价格，有着大量非理性采购行为。Firstly, on the respect of the character of market demand, (1)the following is the characters of educational equipment industry: same types, excessive lists, non-standardization, batch small, the quantity of service is great, the request of serving in-time is strong, the demand for engineering products is in a large amount.(2)the diathesis of customer group of educational equipment is relatively higher, and the overall business reputation is better. At the same time, the standardization evolving process of educational equipment is relatively slow due to the main customer group is influenced by value orientation with deep-rooted traditional culture mindset of traditional civilization, make the training equipment market normalization extent make progress compare slowly.(3)In consequence of the influence of many factors, such as psychological and educational management, there are a large number of equipments is purchased for the objectives like up to standard and acceptance check.etc., hence, the attention paid to more on outside incentives than the inner actual quality, there are a great deal of unreasonable buying behaviors（4）教育设备资金的投放与供给滞后于设备需求。近来国家以及各级地方财政在对不同教育机构教育设备的投入支持的力度有所增强，但教育行政部门、行业协会及金融管理部门目前就教育设备市场的商业化、金融运行方案还未正式启动，现在主要以“后勤社会化”、“助学贷款”等方式提供贷款品种，对 缓解装备资金不足的问题作用尚不明显。（5）教育设备收费使用问题尚无法律或行政法规作为依据。教育设备资金来源的不足使很多地方政府及教育、物价等部门对教育设备的使用进行收费。设备有偿使用是一个十分敏感和棘手的问题，尤其是义务教育阶段，这种现象较为普遍。(4) The launch and supply of education equipment funds lag in equipment demand. Recently, government and all levels local finance strengthen the educational equipment investment on different educational institutions, but education administration department, industry association and the scheme of market commercialization of educational equipment, as well as finance operation havent been formally started up, the present is mainly with the method provide loans, such as logistics socialization and aid study loan.etc., the effect is not clear to alleviate equipment capital scarcity (5)the use of education equipment charges have no legislation and regulations to accord to. The scarcity of education equipment funds source makes a lot of local governments along with educational and price of department charge for the utilization of educational equipment. Equipment utilization with payments is a very sensitive and tough problem; particularly in compulsory education stage, this kind of phenomenon is more widespread.其次，从教育设备的供给特点来看，（1）虽然中国教育设备市场规模潜量巨大，但由于教育设备市场受行政干预采购的影响较大，使得教育设备行业对知名厂商的市场吸引力明显不足，许多大厂商针对这一市场难以有效开展市场营销，名牌、成规模企业非常少见，市场处于不规范竞争环境。（2）教育设备制造商的整体人文素质、商业素质与客户需求之间存在较大差异，厂商之间无序竞争的现象较为普遍，不同教育设备厂商之间相互排斥的现象也时有发生。再加之当前政府对教育设备行业的监管和制约机制尚不完善，导致整体教育设备行业产品质量参差不齐、价格竞争非常激烈。（3）教育设备制造商的整体盈利水平较低。一方面，目前不同教育机构对教育设备的采购模式很容易产生地区保护，另一方面，大量教育设备制造商一般属于中小型企业，行业进入壁垒低。由此使得任何一家教育设备制造企业总体盈利水平都不是很高，从而导致研发投入和资本扩张的“再生性”障碍，这既不利于教育的发展，也不利于设备行业的发展。Moreover, regarding the characteristics of educational equipment supply (1) although the potentiality of China educational equipment market size is vast, but it is influenced dramatically by administration interruption on purchasing, which makes the market attraction obviously insufficient for those well-known firm, it is difficult for many big firms to efficiently market their products, famous brand and enterprise with certain business scope is seldom seen, the market is in a unregulated competition environment.(2)there is difference between customer demand and the whole humanity and business diathesis, the phenomenon of competition without order is widespread, it also happens that manufacturers exclude each other currently. Besides, the government supervision and restriction mechanism on educational equipment industry is still imperfect, result in the product quality of whole, educational equipment industry is diversified, the price competition is fierce. (3) Profit level of education equipment manufacturer is relatively low. On the one hand, the equipment purchasing of present different educational institutions easily happens local protection, on the other hand, a great deal of educational equipment manufacturers generally are small business, the entry-barriers is relatively low. So as to the overall profits are not very high, consequently, the “regeneration” obstruction of the research investment and capital augment appears. This makes against the development of education, also educational equipment development整体而言，中国当前的教育设备行业市场竞争激烈、管理不够规范、学校采购受行政干预的特征十分明显。主要原因有三：一是中国当前针对性的法律法规没有建立，对市场的政策规范程度不高；二是当前中国的教育机构仍然以公立教育为主，民办教育虽然有所发展，但整体市场规模仍然有限；三是国内教育设备厂商对品牌培育的关注度不高，产品标准化体系尚未建立，产品质量得不到保证，依靠市场机制创造强势品牌的企业十分有限。这些因素都直接导致了国内教育设备行业当前的发展特征。All in all, the competition of Chinese educational equipment industry is ferocious, management is not regulated, and the administration interruption is very obvious. The main reasons are: firstly, the pertinent legislation and regulation are still not established currently, the extent of criterion to market is not enough, secondly, the present Chinese educational institutions are major state-owned organizations, although private-owned education is developing, but the whole market size is still limited; third is the attention that domestic manufacturers paying on branding is not enough, the product standardization system is still not established, the product quality cannot be guarantee, the enterprises those depend on market mechanism to establish pre-eminent brands are very limited. These factors directly influence the current development characteristics of educational equipment industry.2) Development trend of teaching equipments industry基于教育设备行业的发展现状，展望教育设备行业未来的发展，专家预测这个行业将会呈现出如下三大趋势：In consequence of current situation of educational equipment industry development, prospecting the future development of educational equipment industry, specialist predicts that this industry will present the following three uptrends:第一、教育设备的行业标准将会得到推行。随着多媒体技术、计算机网络技术用于教学仪器设备，各开发商为了突出产品的先进技术，用非常专业词语定义仪器设备名称、功能，加上蹩脚的技术性操作，使学校使用人员接受很困难，教学仪器设备不能发挥出全部作用，甚至当成摆设；近几年各种专业教室、实验室已处于配备的高潮，由于没有建配规范，导致各学校的专业教室、实验室功能不统一，质量没有保证。以上事例说明了完善教学仪器设备标准、规范的必要性和迫切性。从新中国成立开始，标准化工作就作为一项重要工作，纳入了政府的管理工作日程。Firstly, the industry standard of educational equipment will be promoted. As the development of multi-media technology and computer network, almost all initial manufacturer present names and functions of instruments and equipments with extraordinary professional words, adding to the inferior technique operation, which make school personnel are difficult to accept, hence the teaching instruments and equipments cannot be made the best of, even become the furnishings; In recent years various specialized classroom, laboratory has already been placed in the high tide, the disunity of specialized classroom and laboratory functions as well as lack of quality guarantee are all because of without setting up the standardization, coming the professional classroom, the disunity of laboratory function of each school. The above information explained the significance and urgencies of perfect teaching instrument equipment standard and regulations. Since the commencement of new China establishment, the standardization has been a key job, bringing into the schedule of government administration. 改革开放以来，标准化工作得到了蓬勃发展，为国家的经济复苏提供了强有力的技术保障，尤其是在1988年中华人民共和国标准化法的颁布，使我国的标准化工作纳入了法制轨道，对规范商品市场经济、整治假冒伪劣产品产生了巨大影响，对提高产品质量、推动经济发展发挥了重要作用。另外，WTO的相关条款也对我国的标准化工作提出了新的、更高的要求。我国在中华人民共和国加入议定书中做出承诺：中国应自加入时起，使所有技术法规、标准和合格评定程序符合贸易技术壁垒协定(TBT)。Since the reform and opening-up, the work of standardization receive the booming development, it provide powerful technique guarantee for the national economy recovery, particularly, the promulgation ofREGULATIONS FOR THE IMPLEMENTATION OF THE STANDARDIZATION LAW OF THE PEOPLES REPUBLIC OF CHINAin 1988 made national standardization operations bring into legality orbit, it was also generate enormously influences on the regulation of commodity market economies and punishment of false and inferior product, it also influences on the improvement of products quality and promotion of economy development. Moreover, the related clauses of WTO also propose new and higher request to the standardization operations of our country. Our government promises inPROTOCOL ON THE ACCESSION OF THE PEOPLES REPUBLIC OF CHINA that: China should, since join , make all technique regulations, standards and assessment and authorization procedure accord with Agreement on Technical Barriers to Trade of the World Trade Organization ( TBT). 另外，在贸易技术壁垒协定（TBT）中强调：“各国标准化机构必须保证不制定、不采用或不实施在目的上或效果上给国际贸易制造不必要障碍的标准”。由此可见，标准化工作已不再是某一个部门或某一个单位的事，而是影响整个教育设备行业和社会发展的大事。可以预测，未来有关主管部门将可能从学校一线配备使用的具体情况出发加以规范、制定行业标准，例如仪器设备科学合理的名称、满足教学要求的功能、人性化的操作等等。Moreover, Agreement on Technical Barriers to Trade of the World Trade Organization ( TBT) emphasizes that: all countries standardization organizations should guarantee against no-frame , no-adopting or no-implementation by intention or on effect of creating obstruction for international trade. Thus it can be seen, standardization is not the business of certain department or certain unit any more, but also the event that affects the whole educational equipment industry and social development. It can be predicted, in future, the relevant department may regulate the industry standardization from the school root-level equipment from according to concrete conditions, along with constitute industry standards, for instance, create the scientific and rational names of the instrument and equipment, and functions satisfying the teaching requirements, as well as humanized operation etc.第二、在行业标准的推动下，教育设备的采购将进一步规范。长期以来，教学仪器设备质量监督是由教育部和各省市区教育主管部门共同完成的，教育部定期对全国生产企业进行产品抽样检测并公布结果；省市区管理部门在教学仪器设备采购时，遵循一定标准选择产品和厂家。近几年，由于教学仪器设备购置方式的变化，出现了某些不尽人意之处，例如在政府采购活动中，评定产品优劣以价格为首要条件，不重视其教学功能是否适用、企标和检测报告是否完备；确定入围厂家只依据注册资金，不考察它的生产经营管理是否到位、售后服务能否落实等情况。近来不时听到区县学校反映政府采购仪器设备出现质量问题得不到解决，给实验教学的开展了带来一定的困难。可以预测，随着教育设备行业标准的建立，以上政府采购行为种的种种问题将会得到改善和规避，未来教育设备的采购管理也将逐步变得规范起来。Secondly, under boosting of industry standards, the purchasing of educational equipment will be further regulated. For long period of time, the quality supervision of teaching instrument and equipment is terminated together by Ministry of Education and each province and city educational departments. The Ministry of Education periodically undertakes examining the product samples of national enterprise and publishes the results; the administration department of each province or city follows certain standard to select products and supplier when purchasing teaching instruments and equipments. In recent years, because of the changes of purchasing ways, some limitations appear, for example, in the government procurement activity, the price become the main standard in assessing the quality of products, but the suitableness of teaching functions and the completeness of enterprise standard and examination reports are often ignored; deciding factories which enter the final contest only depends on the register capital, but never investigate whether its production is operating, and whether its after - sales service is carrying out etc. Recently, the quality problem cannot be settled reflected by some county-level schools when government purchases instrument and equipment, which brings certain difficulties to practice of experimental teaching. It could predicts, along with the establishment of the educational equipment standards, various subjects of the above government procurement activities will be ameliorated and evaded, the future management of educational equipment procumbent will be gradually normalization. 近来不时听到区县学校反映政府采购仪器设备出现质量问题得不到解决，给实验教学的开展了带来一定的困难。可以预测，随着教育设备行业标准的建立，以上政府采购行为种的种种问题将会得到改善和规避，未来教育设备的采购管理也将逐步变得规范起来。 第三、注重品牌培育的强势教育设备生产企业将会有更大的生存空间。随着教育设备行业标准的建立以及政府采购行为的日趋规范化，过去那些不重视产品质量、忽视企业品牌培育的中小型企业将有相当数量被市场淘汰出局。与之相反，那些拥有技术优势，严格按照行业标准进行产品研发与产品生产的企业在政府以及其它客户的采购招标中将会获得更强的竞争优势，加之企业品牌的培育以及适当的价格策略的执行，这些“强势”教育设备制造商赢得市场的机会将会越来越大。Thirdly, the pre-eminent equipment manufacturers which pay more attention to brand-building will have larger subsistence space. Along with the establishment of educational equipment standard and the gradual normalization of government procurement activities, those small and middle size enterprise ignore the importance of quality and brand-building mostly will to be bowl out by the market. On contrast, those manufacturers owning technique superiority, and processing products R&D and production strictly according to industry standard will acquire stronger competitive advantages in procurement tender biting of government and other clients, in addition, brand building and execution of suitable pricing strategies etc., the opportunities of