导语： Guide language:年末与年初相遇，由搜狐网、搜狐教育频道联合主办的"向教育提问"搜狐教育年度盛典将于2013年1月22日北京光华路五号会展中心5号大厅盛大举行，我们将发起一场属于教育的跨年思考。盘点全年，我们抛出了六大问题："问策-教育公平"从最原始的起点发问，关注上学累、上学难、上学贵；"问计-异地高考"讲述普通人的故事，解读概念中的深意；"问道-创新的逻各斯"带着发现的心，将教育改革先行者的勇气和成果传播扩散；"问鼎-金砖之智"在喧嚣时代以一份难得的执著虔诚守望，付诸行动用榜样案例照亮来时的路；"问君-高朋满座"对话行业掌门人，探知产业命脉；"问卷-白皮书"延续对行业的深入观察，提供专业的调查报告…… At the end of the encounter with early,By sohu net/The auspices of the joint sohu education channel"Ask the education"Sohu education annual festival will be on January 22, 2013, Beijing guanghua hall held on 5th v convention and exhibition center,We will launch a belongs to the education of thinking across the years.Inventory throughout the year,We throw out the six major problems:"Q - education fair"From the starting point of the original questions,Attention to go to school tired/School education/In your school;"- beyond the university entrance exam"Tells the story of ordinary people,Reading the meaning of concept;"Asked - innovative logos"Taking heart found,The courage to pioneer in education reform and spread results;"Top - the brics think-tank"In the era of the hustle and bustle to watch a rare persistent piety,Action with example case to illuminate the road;"Ask jun to guests"Dialogue industry leader,Ascertain industrial lifeline;"A white paper questionnaire -"Continued in-depth observation of the industry,Provide professional report……

　　学而思创始人张邦鑫，现任董事长兼CEO。2003年在北大读硕士研究生期间与同学合伙创办奥数网，两年后正式将机构取名为学而思，专门从事中小学课外辅导培训。2010年10月，学而思正式登陆美国纽交所挂牌交易，成为国内首家在美国上市的中小学教育培训机构。2011年，张邦鑫荣获“中国教育年度风云人物”、“中国民办教育行业领导者”。

Learning and thought Zhang Bangxin founder,Chairman and CEO.Read graduate student at Peking University in 2003 during the partnership founded AoShuWang with classmates,Two years later, formally named organization learning and thought,Specializing in primary and middle schools extracurricular counselling training.In October 2010,Learning and thought officially listed on the nyse,Become the first domestic listed in the U.S. primary and secondary school education training organization.In 2011,,Zhang Bangxin won"China's education person of the year"/"China's private education industry leader".

　　

一、从家教到奥数网 a/AoShuWang from tutors

　　张邦鑫在北大读研究生第一年，做了七份兼职，当时生命科学院硕博连读的基础课程都集中在第一年，因此时间非常紧张。七份兼职里面，有三份是家教，两份是带辅导班，还有一个是做网站，另外一个是在网校答题。在他所有兼职里面，家教是性价比最低的，然而正是他一直凭良心做事并坚持下去的家教，改变了他之后的命运。

Zhang Bangxin first year graduate student at Peking University,Do the seven part-time job,College of life science at that time people even reading course is focused on the basis of the first year,So time is very nervous.Seven part-time job,There is three family education,Two is to take the remedial class,Is another web site,Another is the lighting problem solving.In all his part-time job,Family education is the lowest price,Yet it is he has been my conscience do tutor and stick to it,After changed his fate.

　　在张邦鑫的辅导下，石油附小六年级的学生杜扬的数学成绩从中等偏上，提高至连续三次取得100分的好成绩。通过学员家长的口碑传播，学生数量增加至20人，形成了一个20人的小班，在这个过程中，张邦鑫充分保护了家长和学员的利益，开创了“先试听再交费”、“允许家长旁听”、“不满意可以随时退费”等模式。

Under the guidance of Zhang Bangxin,Conservatory oil grade six students Du Yang mathematics result from partial,Up to three consecutive 100 points.Parents of students through word of mouth spread,Number of students increased to 20 people,Formed a small class of 20 people,In the process,Zhang Bangxin fully protect the interests of parents and students,Created a"Listen first, then pay"/"To allow parents to attend"/"Not satisfied with can refund at any time"Such as model.

　　2003年，张邦鑫创办了奥数网，同时在线下开设数学小班授课。

In 2003,,Launched AoShuWang Zhang Bangxin,At the same time open math classes are in the line.

　　

二、开创家长旁听制和退费制度 (2)/Create a parent auditing system and the system of refund

　　张邦鑫在教学的过程中还开创了教辅行业的新模式：允许家长随堂听课，第一次课如果不满意，可以全额退费，之后如果不满意，在2/3课程结束之前，都可以按比例退费等商业模式，以此确保教学质量稳定。

Zhang Bangxin in the process of teaching has created a new mode of teaching profession:Parents allow in-class lectures,If you don't satisfied with first class,Can a full refund,If not satisfied,Before the end of the 2/3 courses,Business models can be proportionally refund, etc,To ensure the teaching quality is stable.

　　从创业之初开始，张邦鑫就有着一个长期坚持的信念：收了家长的钱，假如不能给他效果，就等于偷钱和抢钱，这也是学而思核心价值观的第一条——成就客户。

Starting from the beginning,Zhang Bangxin has had a long-held beliefs:The money from parents,If can't give him the results,Is equivalent to stealing money and steal money,This is also the first article of learning and thought core values - achievement customers.

　　

三、“创新是创业一个很重要的基础” three/"Innovation is an important basis"

　　谈起创业，张邦鑫认为：“‘创’就是要创新，‘业’就是要务实地做，这刚好跟学而思核心价值观中的‘务实创新’非常匹配。‘创’就是你要创造一个东西，创新非常重要。”

Talk about business,Zhang Bangxin think:"‘gen’Is to innovation,‘industry’Is the priority field,This coincided with learning and thought of the core values‘Pragmatic innovation’Very match.‘gen’Is you want to create a thing,Innovation is very important."

　　正是因为张邦鑫对创新的这一独特理解，他创办的学而思在短短几年时间内成长为国内中小学教辅行业的领军企业。

It is because the Zhang Bangxin this unique understanding of innovation,He founded by learning the thought in just a few short years time growth for domestic primary and secondary school teaching auxiliary industry leading enterprises.

　　当时的教育培训机构，大家都是盯着新东方，要复制新东方的模式与机制。但中国不需要第二个新东方，所以学而思的定位是做数学做理科。大家做大班，学而思做小班;大家都在做补差或者同步，而学而思在做培优。在此之前，中小学教育培训机构都是以招聘公立学校的老师为主，学而思则是以重点大学的本科生、研究生为主。另外，当很多教育机构通过报纸铺天盖地地做广告的时候，学而思则选择了互联网，旗下的网站受众群从零岁一直覆盖到十八岁，定位精准。

The education training institutions,Everyone is staring at the new Oriental,To copy patterns and mechanism of new Oriental.But China does not need the second new Oriental,So learning and thought of positioning is to do mathematics do science.We do big,Learning and thought do small classes;Everyone doing senders or synchronization,And learning and thought in the pew.Before this,Primary and secondary school education training institutions are in recruitment of a public school teacher,Learning and undergraduate students at the university is the key/Graduate students give priority to.In addition,When many education institutions with through the newspaper advertising,Learning and thought is the Internet,Its website audience has been covered from zero at the age of 18,Positioning accuracy.

　　

互联网情结 The Internet obsession

　　在创业过程中，张邦鑫首次将教育和互联网相结合，以创新优化资源配置。在他的倡导下，2010年，e度教育网上线，成为国内布局完整的中小幼教育专业门户网站群，旨在为0到18岁的孩子及其家长提供了一个信息交流与学习探讨的平台，目前整体站群月独立访问人数超过2800万。

In the process of entrepreneurship,Zhang Bangxin combining education and the Internet for the first time,Innovation and optimize the allocation of resources.Under his advocacy,In 2010,,E degree of education online,Become domestic layout complete the kindergartens education professional portal website group,Aims at providing a 0 to 18 years old children and their parents provides a platform of information exchange and learning to explore,The station group of monthly unique visitors are more than 28 million.

　　然而，在2012年之前，如果家长想了解夏令营、艺术类机构或者其他培训机构，在e度上是找不到相关信息的。对此，张邦鑫认为：“一个看不见其他机构影子的社区是不成就客户的，一个不允许谈论别的机构的社区是不成就客户的，一个随便可以删除用户帖子的社区是不符合互联网精神的……一个用户只要没有违反法律和e度规定，e度都应该对他开放。”因此，在2012年的年会上，张邦鑫公开表示，e度将逐步向全行业开放，为整个教育行业提供服务，推动教育事业的进步。

however,Before 2012,If parents want to know about summer camp/Arts institutions or other institutions for training,On e degree is can't find relevant information.For this,Zhang Bangxin think:"One can't see the shadow of other customer's community is not achievement,A community is not allowed to talk about other institutions is not achievement customers,A casual posts can be deleted the user community is not accord with the spirit of the Internet……A user as long as no violation of law and e,E should be open to him."so,In the 2012 annual meeting,Zhang Bangxin said publicly,E will gradually open to the whole industry,Provide service for the whole education industry,Promote the progress of the education.

　　但是e度开放的消息引起了一些员工的担心：如果开放e度，客户跑到别的机构怎么办，成就了客户未必能成就学而思。对此，张邦鑫坦言：“客户确实可能会跑到别的地方去了，假如别人真的比我们质量好，家长本就应当去，我们只能反思是不是我们自己还不够用心和努力。”

But e degree of open message caused some employees worry:If the open degree of e,The customer run to other institutions,Achievement on the customer may not be able to learn and think.For this,Zhang Bangxin admitted:"The customer may really run somewhere else to go,If other people than we really are of good quality,Parents should go to,We can only is our own reflection is not enough attention and effort."

　　

2012年，创新教育理念 In 2012,,Innovation education idea

　　2011年，张邦鑫开始带领团队投入研究对学生真正有效学习的解决方案。历经大半年，全新的[2]——“激发兴趣、培养习惯、塑造品格”终于出炉。2012年端午节，张邦鑫首次在北京对学而思的家长们详细讲解了这一教育理念。

In 2011,,Zhang Bangxin began to lead the team to input the real effective learning solutions for students.After rectified,-- new [2]"Stimulate interest in/habit/Build character"Finally came out.The Dragon Boat Festival in 2012,Zhang Bangxin to learning and thought of the parents for the first time in Beijing in detail the concept of education.

　　激发兴趣——兴趣是最好的老师，我们通过激发学生的学习兴趣，帮助学生树立信心，培养学生的成就感，让孩子的学习充满动力。

Stimulate interest, interest is the best teacher,We by stimulating students' interest in learning,To help students build up confidence,Cultivate students' sense of accomplishment,Let the child's learning motivation.

　　培养习惯——通过学生的思维模式的塑造，改变其行为习惯，进而全面作用于学生的学习动力、学习环境和学习能力，最终提升学生的综合素质。

Cultivating habits - shaped by the thinking mode of students,Change their behavior,Enabling full role to the students learning motivation/Learning environment and learning ability,To enhance students' comprehensive quality.

　　塑造品格——通过学生的思维模式的塑造，改变其行为习惯，进而全面作用于学生的学习动力、学习环境和学习能力，最终全面提升学生的综合素质。

Build character, through the students' thinking mode shape,Change their behavior,Enabling full role to the students learning motivation/Learning environment and learning ability,Eventually improve the comprehensive quality of students.

　　对于教育理念在公司内部的落地，张邦鑫表示，这些理念会指导学而思的研发，指导师资选聘、师训、日常服务，指导跟家长的沟通，也包括对学科的宣讲。

For education ideas within the company,Zhang Bangxin said,These ideas will guide the development of learning and thinking,Guidance teachers hiring/Qualifications (acteq/Daily service,Guide to communicate with parents,Also include in the subject of preaching.

　　

张邦鑫“三步走”战略 Zhang Bangxin"Three steps"strategy

　　从2003年创建至今，学而思用9年的时间完成了融资、上市、扩张等一系列宏图大略，在中小学课外辅导领域占据了绝对的领军地位。在学而思即将迎来第一个十年之际，张邦鑫提出了学而思未来发展[3]，也揭示了教育机构的发展方向。

Since founded in 2003,Learning and thought with nine years of time to complete the financing/The listed/, and a series of expansion of the scope,In the field of primary and middle schools extracurricular counselling occupies the absolute leading position.Learning and thinking will soon celebrate the first ten years,Zhang Bangxin learning and thought for the future development is put forward [3],Also reveals that the development direction of education institutions.

　　第一步，努力成为一个高品质的教育机构，在教育和商业间实现平衡。

The first step,Efforts to become a high-quality education institutions,Balance between education and business.

　　2011年以来，在张邦鑫的亲自带队下，学而思的教研团队历经半年多的论证，完成了对公司的教育理念的系统梳理，同时，公司的使命也调整为"给孩子受益一生的教育"。张邦鑫表示，作为一家上市公司，还需要为股东负责，在商业和教育间实现平衡，但无论行业环境如何变化，学而思始终会将教学质量放在首位。

Since 2011,Under the Zhang Bangxin personally led,Learning and thought of the research team, after more than six months of argument,Completed the education philosophy of the company system,At the same time,The mission of the company also adjusted for"Benefit to the child life education".Zhang Bangxin said,As a listed company,Also need to be responsible for the shareholders,In the business and achieve a balance between education,But no matter how changes in business environment,Learning and thought will always teaching quality in the first place.

　　第二步，加强注重学生品格的培养，在能力培养和帮学生获得高分之间有一个平衡。

The second step,Pay attention to the cultivation of the students' character,Between the ability training and help students get higher grades have a balance.

　　张邦鑫在“激发兴趣、培养习惯、塑造品格”全新教育理念中，提出了有不少值得注意的法则。比如，“老师，不要和孩子争夺成就感”、“家长，请不要给孩子讲题”、“孩子的榜样要多元化”、“不恰当的激励方式会适得其反”、“不用担心孩子看故事书和动画片”、“有益学习的‘五大习惯’与‘十二级品格’”等等，从“激发兴趣、培养习惯、塑造品格”三大角度，帮助家长和孩子找到有效的教育方法。

Zhang Bangxin in"Stimulate interest in/habit/Build character"The new education idea,Has a lot of it is worth noting that the rules are put forward.Such as the,"The teacher,Don't and children for a sense of accomplishment"/"parents,Please don't give children topic"/"A child's role model to diversification"/"Inappropriate incentives would be counterproductive"/"Don't have to worry about children watching story books and cartoons"/"Is good for learning‘The five habits’With the‘Ten secondary character’"And so on,From the"Stimulate interest in/habit/Build character"Three angles,To help parents and children find effective education method.

　　第三步，在做培训的同时为社会教育公平化尽一份力，在培优和将优质资源普及之间有一个平衡。

The third step,Doing the training at the same time for a social education fair,In the pew and there is a balance between quality resources popularity.

　　张邦鑫认为，学而思要做受尊敬的教育机构，不仅要传播知识，更重要的是激发孩子的学习兴趣，培养良好的学习习惯和健康有益的思维模式，为孩子的未来铸就坚实基础，让孩子受益一生。这一全新教育理念不仅是学而思数载教学研究与实践后的发现，更是对中国教育培训行业的深刻思考。

Zhang Bangxin think,Learning and thought to be respected education institutions,Should not only spread knowledge,More important is to stimulate children's interest in learning,Develop good study habits and healthy mindset,To forge a solid foundation for children's future,Let the children benefit from life.This new concept of education is not only learning and thought found after several years of teaching research and practice,But a deep thinking of education and training industry in China.

　　张邦鑫坦言，这“三步走”战略每一步都会很难，学而思也正是在这一步步转型的阵痛中找到继续前进的方向和动力。“我们会坚持努力走下去。”张邦鑫表示，“学而思会一直秉持‘成就客户、务实、创新’的价值观，希望在不久的将来，人们在谈到学而思时不再关注它是一家上市公司、一个培训机构，而是一家有生命力、致力于中国教育改革的令人尊敬的企业。”

Zhang Bangxin admitted,this"Three steps"Strategy for each step will be very difficult,Step by step, learning and thought it was in the transformation of labor found in the forward direction and motivation."We will keep trying."Zhang Bangxin said,"Learning and thought will continue to uphold‘Achievement of the customer/pragmatic/innovation’The values of the,Hope in the near future,People to pay close attention to it when it comes to learning and thought no longer is a public company/A training institution,But a life/Respected companies committed to China's education reform."