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论文编号：	4258
作者编号：	2120102602
上传时间：	2012/6/6 11:18:30
中文题目：	基于B2C的第三方实时互动网络教育平台的商业模式研究
英文题目：	Research on the business model of the B2C third-party real-time interactive network educational platform
指导老师：	林润辉
中文关键字：	商业模式创新 教育培训 B2C教育平台
英文关键字：	Business model innovation， education training， B2C education platform
中文摘要：	当前，我国教育培训行业发展迅猛。中国GDP的高速增长，政府对教育财政投入的持续增加，超过2.4亿的学生群体，421家庭（4-2-1，即爷爷奶奶、姥姥姥爷和爸爸妈妈六个大人培养一个孩子的家庭）数量的增加，“再穷不能穷教育”的中国式家庭教育观念，使我国教育培训行业成为一块超级诱人的大蛋糕。迄今为止，我国已有十一家教育培训大鳄登陆美国资本市场，在资本助推下纷纷在国内跑马圈地。全国十几万教育培训机构一派繁荣景象。 但，繁荣的背后，是鱼龙混杂的行业乱象。具体表现在：散：培训机构门庭林立，机构众多，群雄争霸，诸侯割据；乱：无行业标准，无序竞争，猫有猫道，鼠有鼠道；差：服务质量差，人员素质差，职业道德差、行业美誉度差；弱：行业内无大家，大机构大品牌缺乏，竞争力弱；低：服务水平和服务能力处于中低端。有关教育培训机构的投诉连年上升、屡见报端。2012年“3.15”前夕，中国主流媒体联盟主办的“教育3.15中国主流媒体教育联盟曝光台”的“教育机构黑榜”榜单上，学大教育、安博教育旗下京翰一对一教育、龙文教育、新东方旗下泡泡少儿英语、迪士尼英语、英孚少儿英语、华尔街英语等教育培训大鳄榜上有名，行业乱象可以想象，教育培训问题俨然已是中国第一民生问题。 本文立足一家处于筹备期的创业型教育科技企业-阿里学巴，以新东方、学而思和弘成教育三大机构为例，对我国现行教育培训商业模式进行了深入解构和利弊分析，在此基础上力图抓住我国教育培训行业大发展的机遇和行业乱象丛生的机会，另辟蹊径，为客户提供独特价值，继而提出了教育培训行业的创新商业模式——阿里学巴B2C第三方实时互动网络教育平台。并通过PEST分析、波特五力模型分析、SWOT分析、价值曲线分析及利益相关者访谈，对这一创新商业模式进行了可行性论证。文中提出的基于价值创新的B2C教育培训商业模式，为阿里学巴有效摆脱现有竞争，迅速开创蓝海提供了有力的理论支持与方法指导。
英文摘要：	Currently， China's education and training industry is developing rapidly. The high-speed growth of GDP， the increasing financial investment of education by government， more than 240 million students， the increase of 421 families(six adults-two grandpas and grandmas， father and mother raise a child together)， the Chinese family education concept of "even though poor families must provide better education for children"， making education and training industry become a super attractive cake in China. So far， eleven large-scale education and training institutions have landed on the US capital market， staking their claims in the domestic by the help of capital. Hundreds of thousands of education and training institutions showing the prosperity all over our country. But behind this prosperity， the industry is very chaotic. The mess of the industry is embodied in the following areas: Dispersion， the training institutions' number is larger and they compete with each other intensely; Disorder， there is no industry standard and they compete disorderly; Poor， the quality of service， the personnel quality， the professional ethics， and the industry reputation are all very poor; Weak， leader company in the industry has not come yet， big agencies and big brands are very few， and their competitiveness are so weak; Low， the service level and the service ability is in a quite low level. The complaints of education training institutions are rising these years. On the eve of 2012 "3.15"， China's mainstream media union published a "bad education institutions" list. Unfortunately， many big education institutions are on the list， such as Xueda education， Jinghan one-on-one education， Longwen education， Bubble children English in new Oriental， Disney English， EF children English， Wall Street English etc. So we can imagine how disorder is the education training industry. The education training has already become China's first livelihood issues. This article based on a educational science and technology enterprise which is in the preparatory process of starting， setting New Oriental， Xueersi education and Hongcheng education as examples， analyze the structure as well as the advantages and disadvantages of China's current education training business model. On the basis， the author try to seize the opportunity of the fast development of China's education and training industry and the mess situation of this industry， and then search another way to create unique values for customers. The next， the author proposed an innovative business model of education and training industry——The "Ali Xueba" B2C third party platform for real-time interactive network education. In addition， the author demonstrated the feasibility of this innovative business model using PEST analysis， Potter five competitive forces model analysis， SWOT analysis， Value curve analysis and Stakeholders interview. The B2C education training business model based on the value of the innovation proposed in this article provides a strong theoretical support and guidance method for "Ali Xueba" for getting rid of the existing competition effectively and quickly create a blue ocean.
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