艾媒咨询 | 2025年中国在线考试SaaS消费者行为调查数据

在线考试 SaaS 平台，是基于软件即服务（SaaS）这一云计算服务模式搭建的平台。通过互联网，以浏览器为载体，将在线考试相关应用程序交付给终端用户。近年来，人工智能、大数据等前沿技术的融入，进一步推动平台在智能监考、精准学情分析等方面取得突破，应用场景不断拓展至职业资格认证、大规模招生考试等严肃场景。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国在线考试SaaS用户行为调查数据》数据显示，32.06% 的用户高频使用在线考试功能，凸显其作为平台核心功能的地位，反映出用户对在线考试这一基础且关键功能的强烈依赖，也意味着企业要持续优化该功能，确保考试流程顺畅、体验良好。而产品功能与需求匹配度以 26.84% 占比居首，直接表明用户挑选产品时，实用价值远超其他因素。这警示企业在产品研发与迭代时，需深度调研不同用户群体需求，无论是教育机构、企业还是政府部门，都要做到功能精准对接，避免功能冗余或缺失，通过精准匹配需求来提升产品竞争力与用户忠诚度。艾媒咨询分析师认为，中国市场凭借庞大教育与企业用户基数、政策支持、技术进步等优势，增长潜力巨大。尽管面临技术瓶颈、安全隐患、市场竞争等挑战，但随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
Online exam SaaS platform, is based on the software as a service (SaaS) this cloud computing service model built platform. Through the Internet, with the browser as the carrier, the online exam related applications are delivered to the end user. In recent years, the integration of cutting-edge technologies such as artificial intelligence and big data has further promoted the platform to make breakthroughs in intelligent invigilation and accurate learning analysis, and the application scenarios have been continuously expanded to serious scenarios such as professional qualification certification and large-scale enrollment exams. According to the latest "Data from the China online exam SaaS user behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 32.06% of users frequently use online exam function, highlighting its status as a core function of the platform. Reflecting users' strong reliance on this fundamental and critical function of online testing, it also means that enterprises must continue to optimize this function to ensure a smooth test process and a good experience. The matching degree of product function and demand takes the first place with 26.84%, which directly indicates that when users choose products, the practical value far exceeds other factors. This warns enterprises that in product development and iteration, it is necessary to deeply investigate the needs of different user groups, whether it is educational institutions, enterprises or government departments, to achieve accurate functional docking, avoid functional redundancy or loss, and enhance product competitiveness and user loyalty by accurately matching needs. Analysts from IIMedia Consulting believe that the Chinese market has huge growth potential with its huge education and enterprise user base, policy support, technological progress and other advantages. Despite the challenges such as technical bottlenecks, security risks, and market competition, the industry is expected to continue to innovate and develop in the norms with the advancement of intelligent, personalized, cross-industry, integration, and internationalization.

艾媒咨询 | 2024年中国知识付费行业发展情况与消费行为调研分析报告

当前，基于社交、生活、职业发展及兴趣爱好等方面的多元化需求，人们需要不断汲取大量的信息以及通过学习不断提升自身的综合素质，而知识付费成为了中国消费者获取信息和学习的重要渠道，越来越多消费者愿意为高质量的知识内容付费。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国知识付费行业发展情况与消费行为调研分析报告》数据显示，2024年中国知识付费消费者规模将继续保持平稳增长态势，预计达到6.1亿人。而在知识付费服务的类型偏好上，中国消费者展现出对技能培训类内容的强烈需求，占比达到了40.44%。艾媒咨询分析师认为，随着社会对技能型人才的持续需求和在线教育技术的不断进步，技能培训类知识付费内容将愈发受到消费者的欢迎。
At present, based on the diversified needs of social communication, life, career development and hobbies, people need to constantly absorb a large amount of information and continuously improve their comprehensive quality through learning.Knowledge payment has become an important channel for Chinese consumers to obtain information and learn, and more and more consumers are willing to pay for high-quality knowledge content. According to the latest "2024 China knowledge payment industry develement situation and consumer behavior research analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the scale of China's knowledge payment consumers will continue to maintain a steady growth trend in 2024, and is expected to reach 610 million people. In terms of the type preference of paid knowledge services, Chinese consumers showed a strong demand for skills training content, accounting for 40.44%. Analysts from Imedia Consulting believe that with the continuous demand for skilled talents in society and the continuous progress of online education technology, paid content for skills training knowledge will be increasingly welcomed by consumers.

艾媒咨询｜2024-2025年中国智能学习机市场趋势研究报告

随着技术的不断发展，智能学习机产品技术日益成熟，广泛应用于多个教育学习场景，其广阔的应用前景将推动中国智能学习机行业规模快速增长。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国智能学习机市场趋势研究报告》数据显示，2023年中国教育智能硬件市场规模达807亿元，同比增长29.53%；预计2025年中国教育智能硬件市场规模将超1000亿元。
艾媒咨询分析师认为，中国教育智能产品正在为传统的教育方式带来更多的可能性和创新性，人工智能等新兴技术与教育的深度融合，是今后智能学习机领域高质量发展的重要一步。
With the continuous development of technology, the technology of intelligent learning machine products is becoming increasingly mature and widely used in multiple educational and learning scenarios. Its broad application prospects will drive the rapid growth of China's intelligent learning machine industry. According to the latest "Research Report on the Trends of China's Intelligent Learning Machine Market from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis firm in the global new economy industry, the size of China's education intelligent hardware market reached 80.7 billion yuan in 2023, a year-on-year increase of 29.53%; It is expected that the scale of China's education intelligent hardware market will exceed 100 billion yuan by 2025.
Analysts from iMedia Consulting believe that Chinese educational intelligent products are bringing more possibilities and innovation to traditional education methods. The deep integration of emerging technologies such as artificial intelligence with education is an important step towards the high-quality development of the intelligent learning machine field in the future.

艾媒咨询 | 2024年中国职业教育市场环境与用户行为调研报告

随着社会的快速发展与职场竞争的日益激烈，职业培训行业蓬勃发展。众多职场人士为了增强个人综合素质、提高与工作相关的技能水平，纷纷投身于各类职业培训之中。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国职业教育市场环境与用户行为调研报告》数据显示，在诸多职业培训领域中，专业性较高的行业尤为受到职场人士的青睐。具体而言，计算机类职业培训（23.60%）、机械与电工电子类（20.81%）、以及美容与保健类（20.34%）的参与率显著。同时，近九成的消费者倾向于定期参与职业培训，以持续提升个人竞争力。艾媒咨询分析师认为，在竞争激烈的社会环境中，通过参与职业培训来不断提升自我，无疑是职场人士追求进步与发展的上佳途径。因此，相关培训机构应紧密贴合市场需求，灵活开设多样化的职业培训项目，以满足不同行业、不同岗位职场人士的个性化学习需求。
With the rapid development of society and the increasingly fierce competition in the workplace, the vocational training industry is booming. In order to enhance the overall quality of individuals and improve the level of job-related skills, many professionals have devoted themselves to various vocational training. According to the latest "2024 China professional education market environment and consumer behavior survey report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, among many vocational training fields, highly professional industries are particularly favored by professionals. Specifically, computer vocational training (23.60%), mechanical and electrical and electronics (20.81%), and beauty and health care (20.34%) had significant participation rates. At the same time, nearly 90% of consumers tend to regularly participate in vocational training to continuously improve personal competitiveness. Imedia Consulting analysts believe that in a highly competitive social environment, continuous self-improvement through participation in vocational training is undoubtedly the best way for professionals to pursue progress and development. Therefore, the relevant training institutions should be closely aligned with the market demand, flexible and diversified vocational training programs to meet the personalized learning needs of professionals in different industries and different positions.

艾媒咨询 | 2025年中国职业教育市场消费行为调查数据

随着职业培训体系的持续完善，其覆盖场景不断延伸，深入至以技能提升、职业转型为核心的个人发展领域，以在线课程、行业认证为代表的数字化学习领域，以及企业内训、校企合作等产教融合领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国职业教育市场消费行为调查数据》数据显示，2025年中国消费者职业培训参与率达91.90%，其中线下与线上结合的混合式培训以57.67%占比成为主流学习方式。消费者更倾向于选择2-10人小班课程（53.46%），且偏好半年一次的培训频率（38.13%）。在培训内容选择上，职业资格考试类培训（57.26%）与计算机类课程（24.97%）最受关注，反映出市场对专业资质认证和技术型人才的高度需求。数据显示，消费者参与培训的核心诉求集中于综合素质提升（37.99%），超六成受访者未来计划参与职业素养类培训（64.27%）。完成培训后，45.32%的消费者愿以兼职形式从事相关工作，其中电商运营领域（19.60%）吸引力最为突出。尽管56.72%的消费者对培训效果表示“比较满意”，但现存问题仍较显著：课程设置与市场需求脱节、师资力量薄弱、培训费用过高成为主要痛点。消费者期望重点提升职业技能与职业自信，同时呼吁培训机构优化课程定价体系，加强实践性内容创新，避免课程同质化现象。艾媒咨询分析师认为，职业培训机构需构建“需求导向”的课程研发机制，深度融合行业认证体系与企业用人标准。通过数字化技术赋能教学场景，打造灵活弹性的学习模式，同时强化就业对接服务与职业发展跟踪，形成“培训-认证-就业”的完整生态链。未来职业培训市场将向精细化、专业化方向持续升级。
With the continuous improvement of the vocational training system, its coverage scenarios continue to extend into the field of personal development with skills improvement and career transformation as the core, the field of digital learning represented by online courses and industry certification, and the field of integration of industry and education such as internal training and school-enterprise cooperation. According to the latest Survey data of consumer behavior in China's vocational education market in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the participation rate of Chinese consumers in vocational training in 2025 is 91.90%. Among them, the combination of offline and online hybrid training accounted for 57.67% of the mainstream learning mode. Consumers are more inclined to choose small classes of 2-10 students (53.46%), and prefer semi-annual training frequency (38.13%). In terms of training content selection, vocational qualification examination training (57.26%) and computer courses (24.97%) received the most attention, reflecting the market's high demand for professional qualification certification and technical talents. The data show that the core demands of consumers to participate in training are focused on the improvement of comprehensive quality (37.99%), and more than 60% of respondents plan to participate in professional quality training in the future (64.27%). After completing the training, 45.32% of consumers are willing to engage in related work in the form of part-time, of which the e-commerce operation field (19.60%) is the most attractive. Although 56.72% of consumers expressed "relatively satisfied" with the training effect, the existing problems are still significant: the curriculum is out of step with the market demand, the strength of teachers is weak, and the training cost is too high. Consumers expect to focus on improving vocational skills and professional confidence, and call on training institutions to optimize the course pricing system, strengthen practical content innovation, and avoid the phenomenon of curriculum homogeneity. iiMedia Research believe that vocational training institutions need to build a "demand-oriented" course research and development mechanism, and deeply integrate the industry certification system and enterprise employment standards. Through digital technology to empower the teaching scene, create a flexible learning mode, while strengthening employment docking services and career development tracking, forming a "training-certification-employment" complete ecological chain. In the future, the vocational training market will continue to upgrade in the direction of refinement and specialization.

艾媒咨询 | 法国广告业市场运行状况与消费者行为调研数据

随着数字化转型的深化，法国广告市场呈现结构性变革，数字媒体持续领跑行业增长。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《法国广告业市场运行状况与消费者行为调研数据》数据显示，法国的数字广告市场价值保持强劲增长，2024年市场规模突破12.48亿欧元。市场结构呈现显著分化特征，搜索广告以44%的市场份额持续主导数字广告领域，2023年支出规模达4.1亿欧元。数字视频广告与音频广告成为增长引擎，2023年分别取得9.11亿欧元和9800万欧元的历史峰值。移动广告市场表现也不错，2023年支出达49.7亿美元，近五年复合增长率达21.5%，预计2028年规模将突破77.6亿美元。行业客户规模持续扩容，2023年数字广告客户数量较2019年增长25.07%。但要注意的是，68%消费者将禁止诈骗列为影响者营销的核心因素。艾媒咨询分析师认为，市场呈现“数字驱动、场景分化、规范升级”的三重趋势。建议广告主重点布局移动端与视频场景；行业组织需加快制定道德准则，构建健康生态体系。
With the deepening of digital transformation, the French advertising market is undergoing structural change, and digital media continues to lead the industry growth. According to the latest "French advertising market performance and consumer behavior survey data" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, the spending on traditional and digital media advertising in France is increasing in 2023, while advertising revenue across various channels is growing steadily. The value of the digital advertising market in France continues to grow strongly, with the market size exceeding 1.248 billion euros in 2024. The market structure is significantly differentiated, with search advertising continuing to dominate the digital advertising sector with a 44% market share and spending of 410 million euros in 2023. Digital video advertising and audio advertising became growth engines, reaching historic peaks of €910 million and €98 million respectively in 2023. The mobile advertising market is also performing well, with spending reaching $4.97 billion in 2023, a compound growth rate of 21.5% in the past five years, and is expected to exceed $7.76 billion in 2028. The scale of industry customers continues to expand, and the number of digital advertisers in 2023 increased by 25.07% compared with 2019. However, it is important to note that 68% of consumers list banning scams as a core factor in influencer marketing. iiMedia Research believe that the market presents a triple trend of "digital-driven, scene differentiation, and normative upgrading". It is suggested that advertisers focus on the layout of mobile terminals and video scenes to optimize programmatic purchasing capabilities; Industry organizations need to accelerate the development of ethical codes to build a healthy ecosystem.

艾媒咨询 | 2025年中国电子签名行业发展状况与用户行为调查数据

　随着电子签名技术的成熟完善，其应用场景持续拓展，广泛应用于以供应链合同签署为代表的企业服务领域，以政务审批为例的公共服务领域，以及个人事务办理等民生消费领域。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国电子签名行业发展状况与用户行为调查数据》数据显示，在企业端数据中，以民营主体为核心应用领域，周均使用电子签名101-500次，偏好短期服务采购，反映中小企业在数字化转型中对轻量化、灵活化电子签约工具的刚需。用户端数据显示，个人签署需求主导市场，由此催生了套餐化消费模式，46.43%用户黏性集中于2-3年使用周期。应用场景以商务合作和企业合同管理为核心，驱动数字化资产管理成为核心价值认知。腾讯电子签以29.48%市占率领先，其优势与用户最关注的操作便捷性形成正向反馈。但行业痛点集中于流程安全焦虑与效率瓶颈，制约体验升级。艾媒咨询分析师认为，需构建多层级身份核验体系强化签署全链路安全，通过AI智能模板优化签署响应速度；针对民营企业高频需求开发行业垂直解决方案，同时完善个人用户端社交化签署场景，依托头部平台生态优势拓展政企协作网络，推动电子签名向全领域可信数字化基建设施演进。
With the maturity and perfection of electronic signature technology, its application scenarios continue to expand, and it is widely used in the enterprise service field represented by supply chain contract signing, the public service field taking government affairs approval as an example, and the livelihood consumption field such as personal affairs handling. According to the latest survey Survey data of development status and user behavior of China's electronic signature industry in 2025 released by iiMedia Research, the world's leading third-party data mining and analysis institution in the new economy industry, private entities are the core application fields in the enterprise-side data, and electronic signatures are used 101-500 times a week. Preference for short-term service procurement reflects smes' need for lightweight and flexible e-contracting tools in their digital transformation. The consumer data shows that the individual signature demand dominates the market, thus giving birth to the package consumption model, and 46.43% of user stickiness is concentrated in the 2-3 year use cycle. The application scenario takes business cooperation and enterprise contract management as the core, and drives digital asset management to become the core value cognition. Tencent e-visa led the market with 29.48%, and its advantages formed a positive feedback with the convenience of operation that users were most concerned about. However, the industry's pain points focus on process safety anxiety and efficiency bottlenecks, which restrict the upgrade of experience. AI Media Consulting analysts believe that it is necessary to build a multi-level identity verification system to strengthen the signing of the full link security, and optimize the signing response speed through iiMedia Research believe that; develop industry vertical solutions for the high-frequency needs of private enterprises, while improving the social signing scene of individual clients, relying on the ecological advantages of the head platform to expand the government-enterprise collaboration network, and promote the evolution of electronic signatures to trusted digital infrastructure in the whole field.

艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据

随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。
With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation. According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.

艾媒咨询 | 2025年中国在线音频市场消费行为调查数据

随着音频内容生态的持续升级，在线音频用户行为呈现多维特征，主要覆盖以通勤时段知识学习、睡前放松场景为例的碎片化应用领域，以有声书沉浸体验、播客社交互动为例的内容消费领域，以及智能硬件互联、AI语音交互为代表的技术融合领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国在线音频市场消费行为调查数据》数据显示，喜马拉雅以45.52%的市场份额占据行业领先地位，头部效应显著。用户接触在线音频平台的主要渠道集中于内容分享平台（小红书、知乎等），占比达42.98%，内容丰富度则成为选择平台的核心考量。在用户行为层面，放松心情为用户的主导需求，有声书与脱口秀类节目以超32%的喜爱度并列内容偏好榜首。原创性与时效性被用户视为音频内容的核心竞争力。知识付费产品选择中，音质音色、内容丰富度及界面设计构成决策关键三角。艾媒咨询分析师认为，平台需强化内容生态建设，通过AI技术优化个性化推荐，提升创作者扶持力度以激发优质内容产出，同时深化智能硬件联动与场景适配，构建“内容+技术+场景”的全链条服务体系，方能持续激活用户价值。
With the continuous upgrading of audio content ecology, online audio user behavior presents multi-dimensional characteristics, mainly covering the fragmented application fields such as commuting knowledge learning and bedtime relaxation scenes, the content consumption fields such as audio book immersion experience and podcast social interaction, and the technology integration fields represented by intelligent hardware interconnection and AI voice interaction. According to the latest "Consumer behavior survey data of China's online audio market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Himalaya occupies the industry leader position with a market share of 45.52%, and the head effect is significant. The main channels for users to contact online audio platforms are concentrated in content sharing platforms (XiaoHongshu, Zhihu, etc.), accounting for 42.98%, and content richness has become the core consideration in choosing platforms. In terms of user behavior, relaxing mood is the dominant demand of users, and audiobooks and talk shows rank the top of the content preferences list with over 32% of the likes. Originality and timeliness are regarded by users as the core competitiveness of audio content. In the selection of paid knowledge products, sound quality, sound color, content richness and interface design constitute the key decision triangle.iiMedia Research believe that the platform needs to strengthen the content ecological construction, optimize personalized recommendation through AI technology, enhance creator support to stimulate quality content output, and deepen intelligent hardware linkage and scene adaptation, build a "content + technology + scene" full chain service system, in order to continue to activate user value.

艾媒咨询｜2024-2025年中国研学游经济市场运行监测报告

近年来，旅游市场强力复苏，居民出游意愿高涨。随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变，研学游成为旅游市场重点发展方向。2023年中国研学游行业市场规模达1469亿元，预计2028年将突破3000亿元。中国研学游市场发展迅速，产业配套快速形成。产业链分布上，上游的资源提供方构成复杂，主体为高校、事业单位、研学基地和营地等。中游市场上，竞争格局较为分散，行业集中度较低，存在大量营收规模在千万元/人民币以下的中小机构。下游则对应用户层，如师生、学校、家长等。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国研学游经济市场运行监测报告》数据显示，在研学游目的地的选择上，57.7%的消费者偏爱省内的短途旅行，单次1000-6000元的研学游产品成为超半数消费者的选择。随着研学游市场发展逐步成熟，同质化的研学旅行服务将越来越难以满足消费者需求。科技、制造、能源、互联网等跨领域的佼佼者也已进入这个庞大的市场，不断拓展行业边界，开发出丰富多样的跨界融合研学产品。相关企业需根据研学旅行未来趋势制定分众细化的特色研学项目应对市场挑战。
In recent years, the tourism market has seen a robust recovery, with a surge in residents' desire to travel. As the national demand for education and culture increases, along with the release of government policy dividends and the transformation of parents' educational concepts, study tours have become a key direction for the development of the tourism market. In 2023, the market size of China's study tour industry reached 146.9 billion yuan, and it is expected to exceed 300 billion yuan by 2028. The development of China's study tour market is rapid, with industry support quickly taking shape. In terms of the industry chain distribution, the upstream resource providers are complex, mainly consisting of universities, public institutions, study bases, and camps. In the midstream market, the competitive landscape is relatively fragmented, with a low industry concentration, and there are many small and medium-sized institutions with a revenue scale of less than 10 million yuan/RMB. The downstream corresponds to the user layer, such as teachers, students, schools, and parents. The latest "China Study Tour economic Market Operation Monitoring report from 2024 to 2025" released by iiMedia Research shows that in the choice of study tour destinations, 57.7% of consumers prefer short-distance travel within the province, and study tour products priced between 1000-6000 yuan per trip have become the choice of more than half of the consumers. As the study tour market gradually matures, homogenized study travel services will increasingly fail to meet consumer needs. Leaders in cross-disciplinary fields such as technology, manufacturing, energy, and the internet have also entered this vast market, continuously expanding industry boundaries and developing a rich and diverse range of cross-disciplinary integrated study products. Relevant companies need to formulate targeted study projects based on future trends in study travel to meet market challenges.