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论文编号：	7102
作者编号：	2120102432
上传时间：	2014/12/16 10:20:35
中文题目：	中国自费留学中介运营模式研究—以J留学中介为案例
英文题目：	Research on Operation Model of China’s Private-funded Study Abroad Agencies -Take J Study Abroad Agency as Case
指导老师：	黄福广
中文关键字：	自费留学中介；运营模式；纯网络模式
英文关键字：	Private-funded Study Abroad Agencies; Operation Model; Internet-only Model
中文摘要：	对于商业模式的研究是近年国内外各大论坛媒体的热点。中国在进入市场经济后，企业面临的竞争日益加大。企业的内外部环境也发生了很大的变化，这就要求企业根据市场的变化及时的调整自己的商业模式。传统的商业模式包括三个要素：客户价值主张，盈利模式，关键资源和流程。而关键资源和流程是企业用于传递价值的运营管理流程。中国教育在线发布，我国留学中介服务行业的市场规模至少有50个亿。但由于信息透明化程度不断增加，企业运营成本也不断加大，留学中介市场的竞争日渐激烈。自第一家正式留学中介挂牌，留学中介在二十年的发展中业务结构几乎没有变化，更谈不上运营模式的创新。截止2013年6月，我国的互联网网民人数达到5.9亿，并且普及率正处于加速上升的状态。本文以自费留学中介的运营模式为研究对象，提出将传统的“店面+网络”运营模式转变为“纯网络”运营模式。 各大留学中介之间的差异并不大，本文以J留学中介为研究案例，对转变留学中介的运营模式做了进一步分析。J留学中介成立于1999年，业务涉及出国留学，移民，游学，签证办理等多领域，每年送出国的留学生人数飞速增长，已经成为无可争议的行业领导品牌。但是最近几年为了争夺市场，J公司急速向外省市扩张，企业用于场地租赁的费用不断加大。人员方面，公司从开始的到店咨询，文书准备等保姆式一条龙服务，对人员需求量也与日俱增。结果直接导致各地管理和服务质量的下降和运营成本的激增。本文对J公司原有的“店面+网络”运营模式产生的问题进行逐一分析，提出了如果改变为“纯网络”模式问题会得到相应的改善。在市场影响因素方面，留学中介机构为了争夺市场，将目标客户群尽可能扩大，产品种类多对员工需求量大。公司很难整合自身的关键资源和流程，运营成本增加。改为“纯网络”模式后地域覆盖面扩大，企业可以专心开发单一国家或学位的产品，同时提高咨询人员专业素质，为客户提供专业定制的留学规划。行业影响因素方面，从最初的到店咨询，学校申请，文书准备等一系列服务都由内部员工处理，转变为“纯网络”模式后，客户关键信息由系统统一采集处理，整理出的文书外包给专业翻译公司统一进行翻译。宏观经济影响因素方面，近年来人工成本，场地租赁价格不断提升导致企业表面上赢得更多的客户，但实际利润率不断下降，直接导致咨询服务价格居高不下。互联网的发展增加了信息的透明度，留学中介从原有的出国留学必需品变为可选产品。留学中介急切需要找到一种适合自己的运营模式降低成本，提高效率，改善服务质量。“纯网络”运营模式正好可以解决这些问题。 论文共分为六章，第一章首先讨论论文的研究背景、意义和研究框架。第二章回顾了相关运营模式和商业模式的相关理论，以此作为本文的研究依据，分析自费留学中介属于多边平台式商业模式，并进一步从运营模式选择影响因素方面进行讨论。第三章对自费留学中介行业市场的外部环境进行了PEST分析，并对内部环境价值链进行研究。第四章对自费留学中介整体运营模式及要素进行分析，简述了“纯网络”运营模式对商业模式各要素的影响。第五章选取行业代表性企业J留学中介为案例，提出原有“店面+网络”模式下企业积累的问题，并对转变为“纯网络”运营模式后问题的相应解决进行了分析。结论部分对文章进行梳理概括，点明写作目的和局限性。 本文的创新点在于，在综合当今留学中介行业内外部环境及互联网大环境下对各行业的影响，提出以“纯网络”模式代替原有的“店面+网络”运营模式，对案例企业已经积累的问题进行逐一解决。为未来留学中介发展方向提出建议。
英文摘要：	Researches on business model are hot topics among domestic and foreign major forum and media recently. After entering the market economy, Chinese enterprises are facing increasing competition. The internal and external environment has undergone great changes, which requires enterprises adjust their business models according to the market in a timely manner。Traditional business model consists three elements: the customer value proposition, profit model, the key resources and processes. And the key recourses and processes are the operation management process, which the enterprise used to deliver values. China Education Online issues, China’s study abroad agency industry market size is at least 5 billion. But because of the degree of information transparency increases, the enterprise operation cost is also increasing; the competition of study abroad agency market is getting fierce. Since the first formal study abroad agency listing, the business structure of study abroad agency merely changed during the twenty years development, not to mention innovation of the operation model. As of June 2013, the number of Chinese Internet users reached 590 million, and the penetration rate is in the accelerated state. This paper takes private-funded study abroad agencies’ operation mode as the research object, then put forward to change the traditional "store + internet" operation mode to "internet-only" operation mode. The major difference among the study abroad agencies is not many, this paper take J study abroad agency as a case study, further analysis on the transformation of study abroad agency operation model. J study abroad agency was founded in 1999, its business includes study abroad, immigration, travelling study, visa and other areas, each year the number of students going abroad is growing rapidly, and it has become the undisputed industry leading brands. But in recent years, in order to share more market, J Company rapidly expands to outward provinces, the enterprises on rental costs continue to increase. For the personnel aspect, from the very beginning of the in-store consultation, document preparation and etc. such nanny all in one service, the company has a growing demand on personnel. Results directly lead to the declination of the management and service quality and increasing of operation costs on each area. By analysis of the problems caused by original "store + internet" operation mode of J Company, put forward if the change as "internet-only" model, all the problems will be improved. For the market influence aspect, in order to contend for markets, the study abroad agencies maximize the target customers, therefore the variety of products have very high employees demand. It is very difficult for the company to integrate its key resources and processes, and the operation cost is increasing. After changing into “internet-only” model, the geographical coverage is expanded, and the companies can concentrate on the development of single country or degree product, meanwhile, by improving the quality of professional consultants, the company can provide professional customized study plan to the customers. For the industrial influence aspect, from the initial on store consultation, school application to the document preparation and etc., the whole range of services are conduct by company’s employees; after changing into “internet-only” model, the system will collect all the critical information of the customers and the processed document will be outsourced to professional translation company for translation. On the macroeconomic influence aspect, the labor costs and rental prices in recent years kept rising, which causes seemingly the company wins more customers, but actual profit margins continue to decline; it direct result of the service fee staying at high level. The development of the internet increases the transparency of information; the study abroad agency has become an optional product instead of a necessity product. The study abroad agency is urgently needed to find a suitable operation model, in order to reduce costs, increase efficiency and improve service quality. The “internet-only” operation model just can solve these problems The paper is divided into six chapters; the first chapter discusses the research background, significance and research framework. The second chapter reviews the related theory of operation mode and business mode, as a research basis of this paper, analyze the private-funded study abroad agencies belong to multilateral platform business model, and further discusses the selection factors and operation models. The third chapter analysis of external environment of private-funded study abroad agencies by PEST and internal value chain of private-funded study abroad agency, and the fourth chapter carries on the analysis at private-funded study abroad agency operation mode and elements, describes the influence of "network-only” operation mode on all elements of the business model. The fifth chapter selects representative industry enterprises J study abroad agency as case study, put forward the accumulation of problems on enterprise original "store + network" mode, and analysis the corresponding solution after changing to "network-only” operation mode. The conclusion part carries on the summary to the article, points out the writing purpose and limitations. The innovation of this paper is to comprehend today’s study abroad agencies internal and external environment and the internet environment which has influenced many industries, put forward to change the previous “store + internet” model into “internet-only” operation model, and proposes the certain solution to the existing problems of the study case. Make recommendations for the future development direction to the study abroad agencies.
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