我国在线教育盈利模式研究

发布时间：2018-01-19 04:00

  本文关键词： 在线教育 盈利模式 建议　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：2012年以来,我国在线教育的发展日益蓬勃,大批企业和相关项目进入在线教育领域。但据统计,盈利的企业不超过5%,盈利模式不清晰成为影响在线教育企业持续发展的首要问题。因此,我国在线教育的当务之急是积极探索新的盈利模式,这也是本文的研究方向。首先,本文运用斯莱沃斯基的盈利模式理论,对在线教育盈利模式的构成要素进行了整体分析,理顺了利润源、利润点、利润杠杆和利润屏障之间的关系,得出企业要充分利用利润杠杆吸引利润源,并开发能够为利润源带来价值的利润点,从而获得持久的收益。其次,介绍了目前我国在线教育现状,分析了与在线教育盈利模式相关联的在线教育用户、产业链架构和商业模式,这有利于企业根据自身的产业链位置和商业模式选择合适的盈利模式。再次,对我国目前在线教育主要的盈利模式进行重点分析,总结了每种盈利模式具体适用于哪些企业,并指出我国在线教育盈利模式存在的问题。最后,以沪江为案例,分析其盈利模式各构成要素的特点和存在的问题,进一步验证了本文分析方法的可行性。提出了我国在线教育盈利模式完善与发展建议。本文的创新点在于明确了在线教育产业链架构、商业模式和盈利模式之间的逻辑关系,指出了处于不同产业链的企业应该如何根据自身的商业模式和利润源选择盈利模式,并对我国在线教育一些主要的盈利模式提供了完善建议,提出了两种新的盈利模式,数据收费模式和周边服务收费模式,这对即将进入和已经进入在线教育领域的企业具有一定的借鉴作用。
[Abstract]:Since 2012, the development of online education in China has been booming. A large number of enterprises and related projects have entered the field of online education. However, according to statistics, the number of profitable enterprises does not exceed 5%. The lack of clear profit model has become the primary problem affecting the sustainable development of online education enterprises. Therefore, the urgent task of online education in China is to actively explore the new profit model, which is also the research direction of this paper. In this paper, Slewowski's profit model theory is used to analyze the elements of online education profit model, and the relationship between profit source, profit point, profit lever and profit barrier is straightened out. It is concluded that enterprises should make full use of profit leverage to attract profit sources and develop profit points that can bring value to profit sources, so as to obtain lasting benefits. Secondly, the present situation of online education in China is introduced. This paper analyzes the online educational users, industrial chain structure and business model which are related to the online education profit model, which is helpful for enterprises to choose the appropriate profit model according to their position of industry chain and business model. This paper focuses on the analysis of the main profit models of online education in China, summarizes the specific enterprises for which each kind of profit model applies, and points out the problems existing in the profit model of online education in China. Finally. Taking Hujiang as a case, this paper analyzes the characteristics and existing problems of each component of its profit model. Further verify the feasibility of this analysis method, put forward the profit model of online education in China and development suggestions. The innovation of this paper is to clarify the framework of online education industry chain. The logical relationship between business model and profit model points out how enterprises in different industrial chains should choose profit model according to their own business model and profit source. At the same time, it provides some suggestions on the main profit models of online education in China, and puts forward two new profit models, data charging model and peripheral service charging model. This is about to enter and have entered the field of online education enterprises have a certain reference.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434;F49
，

本文编号：1442506