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论文编号：	8718
作者编号：	2120142834
上传时间：	2016/12/7 17:35:17
中文题目：	家庭教育培训机构的商业模式优化研究
英文题目：	The Research of Business Model Optimition on Family Education Training Institution
指导老师：	王迎军
中文关键字：	家庭教育；培训机构；商业模式
英文关键字：	family education；training institution；business model
中文摘要：	家庭教育培训行业是我国教育培训市场中的新兴行业，近年来发展迅速，市场潜力巨大。目前，我国的家庭教育培训行业还处于初级阶段，整体上与美国、日本等经济较发达国家还有一定的差距。而且基本上都分布在北京、上海、广州等一线城市，中部地区、西南部地区、西北部地区几乎是真空市场。这些家庭教育培训机构的商业模式在战略定位、目标群体、关键业务、合作网络和盈利模式等方面虽然进行了一些大胆的设计和尝试，也取得了一定的效果，但是仍然不能满足客户的需求。培训机构的商业模式在帮助企业盈利的同时也在一定程度上制约了机构的进一步发展。这样的现状就在催生全新的商业模式，对现有各种商业模式的优化也变得十分必要。本课题研究的核心是对家庭教育培训机构的商业模式进行优化。研究思路为在商业模式及其优化的相关理论指导下，剖析教育培训市场的整体潜力和问题，利用PEST和五力模型工具，分析家庭教育培训机构的宏观外部环境分析和行业竞争环境；通过对商业模式的要素分析，发现国内目前最有影响力的两家家庭教育培训机构商业模式存在的问题和不足，并提出具体的解决问题的办法，达到优化的效果。试图通过准确的市场定位、全新的价值主张和精准的产品细分帮助企业实现战略定位的优化；通过互联网和移动互联网等高新技术手段丰富家庭教育培训机构的产品呈现形式和营销渠道；通过与客户开展战略合作，深挖客户价值，改善客户关系，使之不只局限于买卖关系和供应关系；通过培训机构直营和选择性加盟的方式建立盈利模式，帮助企业扩大市场占有率，获得丰厚的利润。本课题采用文献研究法、调查研究法和案例比较法开展研究，希望通过对现有家庭教育培训机构商业模式中多个要素的优化，达到整合机构资源、提高机构盈利水平，提升培训机构市场竞争力，并能帮助该领域培训机构持续盈利的效果。
英文摘要：	Family education training is an emerging industry in our education market. In recent years, it develops rapidly and its market has a great potential for development. At present, China's family education and training industry is still in its infancy, there is still a gap in comparing with the United States, Japan and other developed countries. Most of the training institutions are distributed in east of China, such as Beijing, Shanghai and Guangzhou. These training institutions cannot meet the needs of customers though they made a big attempt in the strategic positioning, target group, key business, collaborative networks and profit pattern. The business model helps the training institutions get the profit at the same time to restrict the further development of the institutions. All these issues have forced a new business model and the optimization of the existing various business models has become necessary. Under the guidance of relevant theories and the usage of PEST and Five Model Tools, this research analyzes the potential of the education training market, problems, the external environment and competition environment. By analyzing the business pattern, the insufficient of two famous family education training are found, and put forward the specific solution to the problems, to achieve the effect of optimization. The accurate marketing positioning, valuable proposition and program segmentation will help enterprise to realize the optimization of strategic positioning. Internet and mobile enrich the channel of family education training; through the strategic cooperation with customers, the relationship is not limited to business and supply. The training institutions set up cooperation relationships with their customers, and the customers help enterprises to expand market share and obtain profits. This research hopes to optimize the multiple elements in business model of private family education training institution, to integrate resources and improve the training institution’s market competitiveness and profitability.
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