本文關(guān)鍵詞： 在線教育 盈利模式 建議　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：2012年以來(lái),我國(guó)在線教育的發(fā)展日益蓬勃,大批企業(yè)和相關(guān)項(xiàng)目進(jìn)入在線教育領(lǐng)域。但據(jù)統(tǒng)計(jì),盈利的企業(yè)不超過(guò)5%,盈利模式不清晰成為影響在線教育企業(yè)持續(xù)發(fā)展的首要問(wèn)題。因此,我國(guó)在線教育的當(dāng)務(wù)之急是積極探索新的盈利模式,這也是本文的研究方向。首先,本文運(yùn)用斯萊沃斯基的盈利模式理論,對(duì)在線教育盈利模式的構(gòu)成要素進(jìn)行了整體分析,理順了利潤(rùn)源、利潤(rùn)點(diǎn)、利潤(rùn)杠桿和利潤(rùn)屏障之間的關(guān)系,得出企業(yè)要充分利用利潤(rùn)杠桿吸引利潤(rùn)源,并開(kāi)發(fā)能夠?yàn)槔麧?rùn)源帶來(lái)價(jià)值的利潤(rùn)點(diǎn),從而獲得持久的收益。其次,介紹了目前我國(guó)在線教育現(xiàn)狀,分析了與在線教育盈利模式相關(guān)聯(lián)的在線教育用戶、產(chǎn)業(yè)鏈架構(gòu)和商業(yè)模式,這有利于企業(yè)根據(jù)自身的產(chǎn)業(yè)鏈位置和商業(yè)模式選擇合適的盈利模式。再次,對(duì)我國(guó)目前在線教育主要的盈利模式進(jìn)行重點(diǎn)分析,總結(jié)了每種盈利模式具體適用于哪些企業(yè),并指出我國(guó)在線教育盈利模式存在的問(wèn)題。最后,以滬江為案例,分析其盈利模式各構(gòu)成要素的特點(diǎn)和存在的問(wèn)題,進(jìn)一步驗(yàn)證了本文分析方法的可行性。提出了我國(guó)在線教育盈利模式完善與發(fā)展建議。本文的創(chuàng)新點(diǎn)在于明確了在線教育產(chǎn)業(yè)鏈架構(gòu)、商業(yè)模式和盈利模式之間的邏輯關(guān)系,指出了處于不同產(chǎn)業(yè)鏈的企業(yè)應(yīng)該如何根據(jù)自身的商業(yè)模式和利潤(rùn)源選擇盈利模式,并對(duì)我國(guó)在線教育一些主要的盈利模式提供了完善建議,提出了兩種新的盈利模式,數(shù)據(jù)收費(fèi)模式和周邊服務(wù)收費(fèi)模式,這對(duì)即將進(jìn)入和已經(jīng)進(jìn)入在線教育領(lǐng)域的企業(yè)具有一定的借鑒作用。
[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.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G434;F49
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本文編號(hào)：1442506