【摘要】：隨著中國(guó)教育產(chǎn)業(yè)和互聯(lián)網(wǎng)的發(fā)展,傳統(tǒng)學(xué)校教育的壟斷地位將受到挑戰(zhàn),教育產(chǎn)業(yè)與互聯(lián)網(wǎng)技術(shù)的融合將勢(shì)在必行。自上世紀(jì)90年代美國(guó)誕生高等院校在線遠(yuǎn)程教育以來(lái),互聯(lián)網(wǎng)教育的發(fā)展便如火如荼,一發(fā)不可收拾。而互聯(lián)網(wǎng)教育能否取代傳統(tǒng)學(xué)校教育、互聯(lián)網(wǎng)教育的實(shí)際成效如何一直都是社會(huì)關(guān)注的焦點(diǎn),也是影響和制約互聯(lián)網(wǎng)教育全球普及的重要因素。盡管互聯(lián)網(wǎng)教育已經(jīng)誕生并發(fā)展了近30年的時(shí)間,但仍然無(wú)法完全取代傳統(tǒng)學(xué)校教育,尤其是在中國(guó),主流的教育模式依舊是由政府教育部門主導(dǎo)的九年制義務(wù)教育體系和高等教育體系,互聯(lián)網(wǎng)教育充其量只是學(xué)校教育的補(bǔ)充和延伸。從市場(chǎng)表現(xiàn)來(lái)看,民間具有影響力的教育企業(yè)如雨后春筍般層出不窮,近年來(lái)成功融資上市的民辦教育機(jī)構(gòu)也不在少數(shù),但主要都是依靠海外資本如美國(guó)納斯達(dá)克上市為主,而且經(jīng)營(yíng)業(yè)績(jī)也不容樂(lè)觀。從互聯(lián)網(wǎng)教育的消費(fèi)行為看,除了傳統(tǒng)學(xué)校教育延伸的在線考試輔導(dǎo)和強(qiáng)化培訓(xùn)外,出國(guó)留學(xué)和托福、雅思等外語(yǔ)培訓(xùn)也相當(dāng)火爆,但以實(shí)用技能培訓(xùn)為主的互聯(lián)網(wǎng)教育并不多,消費(fèi)者在這方面的花費(fèi)也非常有限。從中國(guó)社會(huì)經(jīng)濟(jì)發(fā)展來(lái)看,傳統(tǒng)的應(yīng)試教育和學(xué)歷教育已經(jīng)很難滿足社會(huì)分工和企業(yè)經(jīng)營(yíng)的實(shí)際需求,企業(yè)需要的恰恰是具備動(dòng)手能力和掌握實(shí)操技巧的實(shí)干家,而學(xué)校教育無(wú)法達(dá)到這個(gè)目標(biāo),考試成績(jī)優(yōu)異卻眼高手低的應(yīng)屆畢業(yè)生必須經(jīng)過(guò)實(shí)操技能的訓(xùn)練才能真正適應(yīng)未來(lái)崗位的需要。如何才能解決這一突出的社會(huì)需求與學(xué)校供給的人力資源矛盾,本人從HW公司的實(shí)際情況出發(fā),提出創(chuàng)建開放式的互聯(lián)網(wǎng)教育平臺(tái),通過(guò)技能五步法教學(xué)模式,用在線高清視頻的方式,向?qū)W習(xí)者提供技能培訓(xùn)的商業(yè)模式。希望通過(guò)互聯(lián)網(wǎng)教育新商業(yè)模式的研究,在給HW公司轉(zhuǎn)型升級(jí)過(guò)程中提供理論支持的同時(shí),也帶動(dòng)整個(gè)互聯(lián)網(wǎng)教育產(chǎn)業(yè)的可持續(xù)發(fā)展。本文主要是依據(jù)魏煒、朱武祥這兩位教授在《發(fā)現(xiàn)商業(yè)模式》一書中關(guān)于商業(yè)模式的觀點(diǎn),從商業(yè)模式定位、業(yè)務(wù)系統(tǒng)、關(guān)鍵資源能力、盈利模式、自由現(xiàn)金流結(jié)構(gòu)和企業(yè)價(jià)值等六個(gè)方面,對(duì)開放式互聯(lián)網(wǎng)教育的商業(yè)模式進(jìn)行設(shè)計(jì)和研究。同時(shí),結(jié)合HW公司在傳統(tǒng)教育培訓(xùn)產(chǎn)業(yè)的實(shí)際情況進(jìn)行深入的對(duì)比分析,探討互聯(lián)網(wǎng)教育新商業(yè)模式的盈利之道和實(shí)際運(yùn)作的關(guān)鍵點(diǎn)。
[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.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G434

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