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论文编号：	15690
作者编号：	2320234066
上传时间：	2025/12/9 11:46:28
中文题目：	J第三方教育服务平台商业模式研究
英文题目：	Research on the Business Model of the J Third-Party Education Service Platform
指导老师：	任星耀
中文关键字：	商业模式；第三方教育服务；平台企业
英文关键字：	Business Model; Third-Party Education Services; Platform Enterprise
中文摘要：	J第三方教育服务平台成立于2010年，作为连接教育培训机构与学员的信息撮合平台，其依托搜索引擎技术优势，通过为教育培训机构赋能招生渠道、为学员匹配适配机构，实现了盈利。2020年后，受疫情冲击、“双减”政策调控及学员搜索习惯迁移等多重影响，J平台面临获客成本攀升、盈利能力下降的困境，原有商业模式难以为继。本研究旨在通过深入剖析并升级其商业模式四要素，探索新的运营机制，助力其突破发展瓶颈。 本研究综合运用了文献法、案例分析与深度访谈等方法。首先，梳理了商业模式的定义、构成要素、国内外研究现状；其次，阐述了J第三方教育服务平台面临的环境分析：对国内教育培训行业的发展现状及前景进行了概览，针对J平台的成立背景、发展现状和面临的竞争进行了分析，然后通过SWOT分析法，剖析了J第三方教育服务平台商业模式的优势、劣势、机会以及威胁；继而通过商业模式四要素理论框架，从价值主张、盈利模式、关键资源、关键流程四个方面，阐述了J第三方教育服务平台商业模式的现状以及面临的问题。 按照对J平台面临的环境和商业模式当前情形分析的结果，本研究制订了一套针对J平台商业模式的提升方案，包含针对价值主张、盈利模式、关键资源以及关键流程的提升举措，这些提升方案把J平台的客户价值主张从“流量驱动”转向“全方面招生解决方案”，盈利模式从“平台流量”收益模式扩充到“流量与产品双轮驱动”收益模式，关键资源从传统的搜索技术拓展成智能化决策支撑技术，关键流程从传统学员服务体系过渡为数智化学员服务体系。就商业模式提升方案实施的保障而言，本文提出把客户成功当作中心，建立学习型组织的企业文化保障、人力资源层面的人才选拔培养与激励机制建设保障、大数据云计算及AI技术支撑等技术保障三个方面，本研究把理论跟实践加以结合，为J第三方教育服务平台商业模式的提升指明了清晰方向，利于其增强市场竞争力；同样可为第三方平台企业规划商业模式时提供有意义的借鉴。
英文摘要：	Founded in 2010, J is a third-party education service platform that functions as an information intermediary connecting educational training institutions and learners. Leveraging its strengths in search engine technology, the platform has achieved profitability by empowering training institutions with student recruitment channels and matching learners with suitable programs. However, since 2020, due to multiple factors including the impact of the pandemic, regulatory changes under the “Double Reduction” policy, and shifts in learners’ search habits, J has been confronted with rising customer acquisition costs and declining profitability, rendering its original business model unsustainable. This thesis aims to conduct an in-depth analysis and propose upgrades to the four key elements of its business model, exploring new operational mechanisms to help J overcome its current development bottlenecks. This thesis employs a comprehensive approach integrating literature review, case analysis, and in-depth interviews. First, it reviews the definition and components of business models, as well as current research trends. Next, it elaborates on the environmental context facing Platform J, including an overview of the development status and prospects of China’s education and training industry, along with an analysis of the platform’s founding background, current development, and competitive landscape. Subsequently, a SWOT analysis is conducted to examine the strengths, weaknesses, opportunities, and threats inherent in Platform J’s business model. Furthermore, using the four-component business model framework, the thesis details the current state and existing challenges of Platform J’s business model across four dimensions: value proposition, profit model, key resources, and key processes. Based on the analysis of the external environment and the current business model of Platform J, this thesis formulates an enhancement plan aimed at upgrading its business model, with targeted improvements in value proposition, profit model, key resources, and key processes. The proposed plan transitions Platform J’s customer value proposition from a “traffic-driven” approach to a “comprehensive student recruitment solution,” while expanding its profit model from a “traffic-driven” revenue structure to a “dual-engine driven” model integrating both traffic and products. Key resources have evolved from conventional search technologies to an intelligent decision-support system, and key processes have been upgraded from a traditional student service system to a digital-intelligent student service ecosystem. To ensure the implementation of the business model enhancements, this thesis proposes a support system centered on customer success, encompassing: a cultural foundation for building a learning organization, institutional safeguards in human resources such as talent selection, training, and incentive mechanisms, and technological support through big data, cloud computing, and AI. By integrating theoretical insights with practical strategies, this thesis provides a clear direction for upgrading the business model of Platform J, thereby strengthening its market competitiveness. It also offers meaningful references for other third-party platform companies in business model planning.
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