互联网环境下TQ集团的商业模式研究

发布时间：2018-07-14 09:16

【摘要】：随着国民对教育资源需求的不断扩大,体制外教育培训行业成为近年来发展迅速的优秀产业。但是,在市场不断扩大的同时,企业之间的纷杂竞争导致了许多乱象,不利于整个行业的长久发展。而且随着互联网的迅速扩张和发展,人们的生活方式和思维也产生了极大的变化,互联网技术和网络体系推动了各行各业的变革。因此传统教育模式已不再适合新时代企业的发展,研究教育培训企业如何构建更好的商业模式,是互联网时代每一个教育培训企业所关注的焦点。本文选取TQ集团为研究对象,介绍了商业模式的定义、分类、构建原则等概念,借鉴商业模式理论、产业价值链理论、市场营销理论等理论,对TQ集团的商业模式进行研究。本文通过介绍TQ集团的企业概况、商业模式的核心要素,并从企业价值定位、市场地位和内部管理现状三方面分析了TQ集团商业模式的现状,由此得出TQ集团商业模式存在的问题。本文结合互联网的特点,分析互联网时代的教育特点,并利用波特五力模型对互联网时代的教育培训业所处的行业竞争进行分析,以及互联网对教育培训业发展的影响。通过理论阐述和现状分析,本文构建了互联网环境下TQ集团的商业模式,从价格、分销渠道、核心能力、顾客、产品、供应链等要素进行了互联网环境下的商业模式分析,并对该商业模式进行SWOT分析,分别从优势、劣势、机会、威胁四个方面做了阐述和总结,并据此提出互联网环境下TQ集团商业模式的优化策略。本文提出以下建议:从价格、渠道、促销和产品四方面加强企业的市场竞争;从产品研发和人力资源建设方面提高企业的核心竞争力;改变网络营销策略;完善服务质量。
[Abstract]:With the continuous expansion of the national demand for educational resources, the out-of-system education and training industry has become an excellent industry with rapid development in recent years. However, with the expansion of the market, the complicated competition between enterprises leads to a lot of chaos, which is not conducive to the long-term development of the whole industry. With the rapid expansion and development of the Internet, people's way of life and thinking have changed greatly. Internet technology and network system have promoted the transformation of various industries. Therefore, the traditional education model is no longer suitable for the development of enterprises in the new era. It is the focus of every education and training enterprise in the Internet era to study how to build a better business model for education and training enterprises. This paper selects TQ Group as the research object, introduces the definition, classification and construction principle of business model, and studies the business model of TQ Group based on the theory of business model, industrial value chain and marketing. This paper introduces the general situation of TQ Group, the core elements of business model, and analyzes the present situation of TQ Group's business model from three aspects: enterprise value orientation, market position and internal management status. From this, the TQ group business model problems. Based on the characteristics of the Internet, this paper analyzes the educational characteristics of the Internet era, and analyzes the competition of the education and training industry in the Internet age by using the Porter's five-force model, and the influence of the Internet on the development of the education and training industry. Based on the theoretical analysis and current situation analysis, this paper constructs the business model of TQ Group under the Internet environment, and analyzes the business model of TQ Group under the Internet environment from the aspects of price, distribution channel, core competence, customer, product, supply chain and so on. The SWOT analysis of the business model is carried out respectively from the advantages, weaknesses, opportunities and threats. Based on the SWOT analysis, the optimization strategy of TQ Group business model under the Internet environment is put forward. This paper puts forward the following suggestions: to strengthen the market competition of enterprises from four aspects of price, channel, promotion and products; to improve the core competitiveness of enterprises from product research and development and human resource construction; to change the strategy of network marketing; to improve the quality of service.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72

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