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。（《艾媒咨询 | 2025年中国职业教育市场消费行为调查数据》完整高清PDF版共45页，可点击文章底部报告下载按钮进行报告下载）

　　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. (“iiMedia Report | Survey data of consumer behavior in China's vocational education market in 2025” full version has 45 pages, please click the download button at the bottom of the article to download the report)

　　2025年中国消费者参与职业培训情况

　　数据显示，在2025年中国消费者参与职业培训的情况中，91.90%的消费者表示“是”，即他们参与了职业培训，而8.10%的消费者表示“否”，即他们没有参与职业培训。这表明绝大多数中国消费者重视职业发展和技能提升，通过参与职业培训来增强自身的竞争力。91.90%的高比例显示了职业培训在中国的普及度和重要性，而8.10%的低比例则暗示了还有提升空间。

　　2025年中国消费者参加职业培训主要目的

　　数据显示，在2025年中国消费者参加职业培训的主要目的中，占比最高的是“提升个人综合素质（人际交往、沟通协调）”，达到37.99%。其次是“提升工作相关技能水平”，占比36.23%，显示出消费者对于提升个人能力和技能的重视。紧随其后的是“提升个人竞争力，避免淘汰”，占比35.96%，反映出职场竞争压力较大。其他目的的占比均低于35%，其中“兴趣使然”的占比最低，仅为23.20%。

　　2025年中国消费者日后意愿从事职业分布

　　数据显示，电商运营（直播带货）占比最高，达到19.60%，显示出该领域对消费者具有较大吸引力。学历提升（专科、本科）占比17.87%，位居第二，反映出消费者对提升学历的需求强烈。健康管理师的占比为17.00%。心理咨询师和助理社工师/社会工作师占比均为16.14%，显示出这两个职业的受欢迎程度。公共营养师、早期教育指导师、茶艺师和园艺师的占比分别为14.84%、14.27%、13.69%和13.26%。康复理疗师和中式烹饪师的占比均为13.11%。其他职业的占比均低于13%。

　　2025年中国消费者未来计划参加职业培训类型

　　数据显示，在2025年中国消费者未来计划参加的职业培训类型中，职业素养类（团队合作、沟通协调等）占比最高，达到64.27%，显示出消费者对于提升职业素养的强烈需求。其次是领导力与管理能力培养类，占比为48.41%，反映出对管理技能的重视。职业技能类占比为46.69%，相对较低，但仍显示出一定的市场需求。整体来看，职业素养类培训的受欢迎程度最高。

　　2025年中国消费者希望提升的能力

　　数据显示，在2025年中国消费者希望提升的能力中，占比最高的是“提升职业技能”，达到40.71%，其次是“增强职业自信”，占比40.16%。这两个能力的提升需求最为迫切。“提升工作效率”位列第三，占比38.40%。“提高个人素质”和“改善工作状态”的占比分别为36.50%和34.33%，相对较低。“清晰职业规划”的占比最低，为32.43%。整体来看，职业技能和职业自信是消费者最希望提升的能力。