教育产业在国内经过多年探索和磨练，已经逐渐成熟。各种本土或合资的英语培训机构各自为营，抢夺这块教育蛋糕。但有大批教育机构，由于缺乏诚信，价格不透明，经营不规范，无法适应新的市场环境而纷纷倒闭，而幸存的几家也是饱受诟病。

Education industry in China after years of exploration and hone,Has gradually mature.All kinds of current domestic or joint venture of English training institutions,Grab the education cake.But there are a large number of education institutions,Because of the lack of good faith,Price is not transparent,Operation is not standard,Unable to adapt to the new market environment and have closed down,And the surviving several is to ridicule.

　　近日，《证券日报》得到消息，名声在外的培训机构华尔街英语出现退款潮，华尔街英语招生“陷阱”引起了广大学员的重视。

In recent days,[Securities daily]Get the message,Reputation of refund wave Wall Street English training institutions,Wall Street English"trap"Cause the attention of the masses of students.

　　本报记者以消费者的身份，通过实地走访亲身体验了华尔街英语是如何“掘金”的。

Our reporter to the identity of the consumers,Through on-the-spot visit personally experience how Wall Street English"The Denver nuggets"the.

　营销层层深入 Marketing layers of in-depth

　　几乎无懈可击？ Almost invulnerable?

　　据消息人士透露，华尔街英语营销自成体系，已十分成熟，从网络、电话到实体销售环环相扣。

According to sources,Wall Street English marketing sui generis,Has been very mature,From the network/Call to entity sales linked together.

　　华尔街英语先是在网上通过邮件等形式发送广告，表示注册即得免费试用一周网络学习时间，一旦填写真实信息，便成为其潜在消费对象，不断接到电话销售，以试听课程\赠送礼品为名邀请潜在学员去学习中心进行半小时左右的体验教学，课程咨询和测评。

Wall Street English first sent via email and other forms advertising on the Internet,The said registered for a quick free trial network learning time in a week,Once fill in real information,Become the potential consumption object,Receiving telephone sales,After asking to audition course \ gifts invite potential students to learning center for half an hour or so of experience teaching,Course consultation and assessment.

　　近日，记者受邀前往中心进行教学体验，令记者印象深刻的是，该中心的客服人员在去试听的一个小时前，还会打一次电话提醒预订的行程。在到达中心后先填一张包含个人信息的表，填好后一位打扮较为靓丽的课程顾问出来迎接，娴熟的英语见面问候后，开始正式进入销售流程。

In recent days,Journalists invited to center on the teaching experience,Reporter impressed with is,The center's customer service staff in to listen to a hour ago,Also can make a reservation for a telephone to remind the itinerary.Fill out a sheet of plastic containing personal information in the center of the table,A dress up more beautiful after fill out the course consultant came out to meet,After meet skilled English greetings,Formally enter the sales process.

　　这一过程中，课程顾问先是带领记者参观教学场地，感受现场教学点的气氛，例如学员可任意在外籍教师开放式的教学场所提问。环顾装潢及屋子陈设，记者发现桌椅都是一些比较休闲的风格，场内房屋配置包括几间能适应4至6人上课的玻璃教室，还有一间包括多排电脑的多媒体教室，而一进门的英语角给人一种专业英语培训机构的感觉。

In this process,Course consultant first showed reporters around the teaching field,Feel the atmosphere of the scene to teach children,For example students can be arbitrary in the foreign teachers questions open teaching places.Look around the room decor and furnishings,Reporter found that some tables and chairs are more casual style,Stadium building configuration including several rooms can accommodate four to six class of glass of the classroom,Have a room including multiple rows of computer multimedia classroom,And entered the English corner give a person a sense of professional English training institution.

　　值得注意的是，上课教室对面是一间间课程顾问办公室，其数量甚至超过教室，通过透明的房门可见里面有学员和课程顾问正在对话。

It is worth noting,Across from the classroom in class is opposite a course advisor's office,Its even more than the classroom,Visible through the transparent door there are students and the course consultant is dialogue.

　　接着记者也被带到一间玻璃室进行一对一咨询，在整个谈话过程中，会提及日常生活，例如：家庭成员、工作履历、工作时间、学英语目的、未来规划，进而聊到收入等个人信息，层层深入的谈话也使人慢慢减弱了防备心理。

Then a reporter was to a glass room for one-on-one consulting,In the process of the conversation,Will refer to daily life,Such as the:Member of the family/Work history/Work time/Purpose to learn English/The future planning,Then talk to personal information such as income,Layers of in-depth talks also make people slowly weakened against psychology.

　　课程顾问对于教学时间及课程设置进行了一系列详细描述，例如3个月一级别，一个单词重复17次，用以说明教学设计的合理性。并强调全外教、自然母语法、全天候的课程可以给予良好的语言环境，而课程顾问/学习顾问会随时辅导提醒，并给学员制定个性化课程计划。

Course consultant for the curriculum teaching time and made a series of detailed description,For example a level 3 months,Repeat a word 17 times,To illustrate the rationality of the design of teaching.And to emphasize all the foreign teachers/Natural language method/Full-time courses can offer a good language environment,The study course advisor/consultant will remind guidance at any time,And to give students personalized curriculum plan.

　　之后课程顾问请记者在听力测试软件上进行测评，便于选择合适的课程，虽然测试时间很短，但令人产生很正规及教学品质有保证的感觉。

After the course consultant please press on the listening test software is evaluated,Easy to choose the right course,Although the test time is short,But it is very formal and teaching quality guaranteed.

　　但课程顾问随后的报价就没这么美好了。

But the course consultant subsequent quotations aren't so good.

　打包报价有玄机 Packaging quotation has a mystery

　　优惠本是莫须有？ Discount this is superficial?

　　根据课程顾问介绍，从初级到专家级六大模块，每个模块又分3个级别。价格上，第一个模块打包27500元，再向更高级别报名每个级别3000元。记者粗算了下，报名要求至少一个模块，即交27500元，此后每个模块只交9000元，从心理上会觉得报得越多越划算。

According to a course consultant,From primary to expert level six big modules,Each module divides three levels.On the price,The first module pack 27500 yuan,Sign up to a higher level each 3000 yuan.Reporter coarse forget it,Application requires at least one module,The hand over 27500 yuan,Since then each module only pay 9000 yuan,From the psychological will look more you more cost-effective.

　　接着，课程顾问表示如果学到M模块（仅次于最高级别的专家级）才比较专业，并且报名到M模块的话另送一个级别，相当于3000元，而掌握的英语会达到相当娴熟的程度，工作上的商务应用绝对没问题。

then,Course consultant said if learn M module(Second only to the highest level of expert)Only more professional,And sign up to M module to another level,The equivalent of 3000 yuan,And degree of mastering English will reach very skilled,Work on business applications is absolutely no problem.

　　紧接着，课程顾问表示现在报名只要先交300元订金就可以有5800元奖学金，但是只在48小时内有效，当记者询问奖学金是否一定能获取时，对方表示一定可以。在记者犹豫之时，课程顾问表示现在的价格就是最优惠的，再过一阵就会涨价。

Followed by a,Course consultant said now to sign up as long as you pay 300 yuan deposit will have $5800 scholarship,But is only valid within 48 hours,When the reporter asked whether the scholarship will be able to access,The other said must can.When journalists hesitate,Course consultant said now is the most preferential price,After a will rise in price.

　　根据记者测试的级别以及想学到的级别，课程顾问给出了一个包含13个级别在内6万余元的报价，接着在纸上计算减去5800元的奖学金及3000元，最终5万余元。但记者也算了一下，按照第一模块27500元，剩余每级别3000元计算，未算优惠得出的价跟课程顾问的居然是一样的。

According to the reporter test level, and want to learn level,Course consultant presents a including 13 levels of more than 60000 yuan price,Then calculate on paper scholarship minus 5800 yuan and 3000 yuan,End of more than 50000 yuan.But reporters are also calculated,According to the first module is 27500 yuan,The remaining $3000 per level,Are excluded from preferential price is the same as in course consultant.

　　至此，课程顾问的讲解已耗去逾两个小时。结合记者暗访的经验，以及学员的投诉，可以发现华尔街英语在销售中深谙消费者心理，通过对未来的美好描述，比如能找到更好的工作，扩大社交资源，得出现在虽然付出高昂学费，但必有所值，从而让顾客降低对价格的敏感性；并强调华尔街英语母语式教学，是对能力的培养，就像中国人讲中国话一样自然；同时课程顾问还表明5800元的“奖学金”获取有效期为48小时，即利用时间的紧迫性说服顾客先交300元押金，无论怎么样都要留住客户。

At this point,Course consultant's explanation has spent more than two hours.Combined with reporters investigations of experience,As well as the students' complaints,Can be found in Wall Street English sales understand the consumer psychology,Through a good description of the future,For example, can get a better job,Expansion of social resources,Now although pay a high tuition fees,But will be worth it,To let customers reduce their sensitivity to price;And Wall Street English mother tongue teaching is emphasized,Is for the cultivation of ability,As natural as Chinese people speak Chinese;Course consultants also showed that 5800 yuan at the same time"The scholarship"To obtain valid for 48 hours,It is using the urgency of the time to convince the customer to pay 300 yuan deposit,No matter how to retain customers.

　　那么为何华尔街英语在课程顾问不断强调课程的合理性、报名的必要性的前提下，仍频频面临学员退款情况？对此，本报将持续关注。

So why Wall Street English in course consultant constantly emphasize the rationality of the course/The necessity for registration under the premise of,Still facing students frequently a refund?For this,We will continue to focus on.