HW公司互联网教育商业模式研究

发布时间：2018-09-17 20:43

【摘要】：随着中国教育产业和互联网的发展,传统学校教育的垄断地位将受到挑战,教育产业与互联网技术的融合将势在必行。自上世纪90年代美国诞生高等院校在线远程教育以来,互联网教育的发展便如火如荼,一发不可收拾。而互联网教育能否取代传统学校教育、互联网教育的实际成效如何一直都是社会关注的焦点,也是影响和制约互联网教育全球普及的重要因素。尽管互联网教育已经诞生并发展了近30年的时间,但仍然无法完全取代传统学校教育,尤其是在中国,主流的教育模式依旧是由政府教育部门主导的九年制义务教育体系和高等教育体系,互联网教育充其量只是学校教育的补充和延伸。从市场表现来看,民间具有影响力的教育企业如雨后春笋般层出不穷,近年来成功融资上市的民办教育机构也不在少数,但主要都是依靠海外资本如美国纳斯达克上市为主,而且经营业绩也不容乐观。从互联网教育的消费行为看,除了传统学校教育延伸的在线考试辅导和强化培训外,出国留学和托福、雅思等外语培训也相当火爆,但以实用技能培训为主的互联网教育并不多,消费者在这方面的花费也非常有限。从中国社会经济发展来看,传统的应试教育和学历教育已经很难满足社会分工和企业经营的实际需求,企业需要的恰恰是具备动手能力和掌握实操技巧的实干家,而学校教育无法达到这个目标,考试成绩优异却眼高手低的应届毕业生必须经过实操技能的训练才能真正适应未来岗位的需要。如何才能解决这一突出的社会需求与学校供给的人力资源矛盾,本人从HW公司的实际情况出发,提出创建开放式的互联网教育平台,通过技能五步法教学模式,用在线高清视频的方式,向学习者提供技能培训的商业模式。希望通过互联网教育新商业模式的研究,在给HW公司转型升级过程中提供理论支持的同时,也带动整个互联网教育产业的可持续发展。本文主要是依据魏炜、朱武祥这两位教授在《发现商业模式》一书中关于商业模式的观点,从商业模式定位、业务系统、关键资源能力、盈利模式、自由现金流结构和企业价值等六个方面,对开放式互联网教育的商业模式进行设计和研究。同时,结合HW公司在传统教育培训产业的实际情况进行深入的对比分析,探讨互联网教育新商业模式的盈利之道和实际运作的关键点。
[Abstract]:With the development of Chinese education industry and Internet, the monopoly position of traditional school education will be challenged, and the integration of education industry and Internet technology will be imperative. Since the birth of online distance education in American universities in the 1990s, the development of Internet education has been in full swing. However, whether Internet education can replace traditional school education, the actual effect of Internet education is always the focus of social attention, and it is also an important factor that affects and restricts the global popularization of Internet education. Although Internet education has been born and developed for nearly 30 years, it still cannot completely replace traditional school education, especially in China. The mainstream education mode is still the nine-year compulsory education system and the higher education system, which is dominated by the government education department. At best, the Internet education is only the supplement and extension of the school education. In terms of market performance, non-governmental educational enterprises with influence have sprung up in endlessly. In recent years, there are not a few private educational institutions that have successfully financed and listed on the stock market, but they are mainly dependent on overseas capital such as the NASDAQ listing in the United States. And business performance is not optimistic. Judging from the consumer behavior of Internet education, in addition to the online examination tutoring and intensive training extended by traditional school education, foreign language training such as studying abroad, TOEFL and IELTS are also quite popular. But Internet education based on practical skills training is not much, and consumer spending is very limited. From the point of view of China's social and economic development, traditional examination-oriented education and academic education have been difficult to meet the actual needs of social division of labor and enterprise management. What enterprises need is precisely a doer with practical skills and practical skills. But the school education cannot achieve this goal, the examination result is outstanding but the high-handed new graduate must pass through the practical skill training to be able to truly adapt to the future post the need. How to solve the contradiction between the outstanding social demand and the human resources supplied by the school? from the actual situation of the HW Company, I propose to establish an open Internet education platform, and adopt the skill five-step teaching mode. Provide learners with a business model of skills training in the form of online HD video. It is hoped that through the research of the new business model of Internet education, it will provide theoretical support for the transformation and upgrading process of HW Company, and at the same time, it will also promote the sustainable development of the whole Internet education industry. This paper is mainly based on Wei and Zhu Wuxiang's views on business models in their book "Discovery of Business models," from the perspective of business model positioning, business systems, critical resource capabilities, and profit models. This paper designs and studies the business model of open Internet education in six aspects: free cash flow structure and enterprise value. At the same time, combining with the actual situation of HW Company in the traditional education and training industry, this paper makes a deep comparative analysis, and probes into the profit way of the new business model of Internet education and the key points of its actual operation.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G434

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