【摘要】：隨著中國教育產業(yè)和互聯網的發(fā)展,傳統學校教育的壟斷地位將受到挑戰(zhàn),教育產業(yè)與互聯網技術的融合將勢在必行。自上世紀90年代美國誕生高等院校在線遠程教育以來,互聯網教育的發(fā)展便如火如荼,一發(fā)不可收拾。而互聯網教育能否取代傳統學校教育、互聯網教育的實際成效如何一直都是社會關注的焦點,也是影響和制約互聯網教育全球普及的重要因素。盡管互聯網教育已經誕生并發(fā)展了近30年的時間,但仍然無法完全取代傳統學校教育,尤其是在中國,主流的教育模式依舊是由政府教育部門主導的九年制義務教育體系和高等教育體系,互聯網教育充其量只是學校教育的補充和延伸。從市場表現來看,民間具有影響力的教育企業(yè)如雨后春筍般層出不窮,近年來成功融資上市的民辦教育機構也不在少數,但主要都是依靠海外資本如美國納斯達克上市為主,而且經營業(yè)績也不容樂觀。從互聯網教育的消費行為看,除了傳統學校教育延伸的在線考試輔導和強化培訓外,出國留學和托福、雅思等外語培訓也相當火爆,但以實用技能培訓為主的互聯網教育并不多,消費者在這方面的花費也非常有限。從中國社會經濟發(fā)展來看,傳統的應試教育和學歷教育已經很難滿足社會分工和企業(yè)經營的實際需求,企業(yè)需要的恰恰是具備動手能力和掌握實操技巧的實干家,而學校教育無法達到這個目標,考試成績優(yōu)異卻眼高手低的應屆畢業(yè)生必須經過實操技能的訓練才能真正適應未來崗位的需要。如何才能解決這一突出的社會需求與學校供給的人力資源矛盾,本人從HW公司的實際情況出發(fā),提出創(chuàng)建開放式的互聯網教育平臺,通過技能五步法教學模式,用在線高清視頻的方式,向學習者提供技能培訓的商業(yè)模式。希望通過互聯網教育新商業(yè)模式的研究,在給HW公司轉型升級過程中提供理論支持的同時,也帶動整個互聯網教育產業(yè)的可持續(xù)發(fā)展。本文主要是依據魏煒、朱武祥這兩位教授在《發(fā)現商業(yè)模式》一書中關于商業(yè)模式的觀點,從商業(yè)模式定位、業(yè)務系統、關鍵資源能力、盈利模式、自由現金流結構和企業(yè)價值等六個方面,對開放式互聯網教育的商業(yè)模式進行設計和研究。同時,結合HW公司在傳統教育培訓產業(yè)的實際情況進行深入的對比分析,探討互聯網教育新商業(yè)模式的盈利之道和實際運作的關鍵點。
[Abstract]:With the development of Chinese education industry and Internet, the monopoly position of traditional school education will be challenged, and the integration of education industry and Internet technology will be imperative. Since the birth of online distance education in American universities in the 1990s, the development of Internet education has been in full swing. However, whether Internet education can replace traditional school education, the actual effect of Internet education is always the focus of social attention, and it is also an important factor that affects and restricts the global popularization of Internet education. Although Internet education has been born and developed for nearly 30 years, it still cannot completely replace traditional school education, especially in China. The mainstream education mode is still the nine-year compulsory education system and the higher education system, which is dominated by the government education department. At best, the Internet education is only the supplement and extension of the school education. In terms of market performance, non-governmental educational enterprises with influence have sprung up in endlessly. In recent years, there are not a few private educational institutions that have successfully financed and listed on the stock market, but they are mainly dependent on overseas capital such as the NASDAQ listing in the United States. And business performance is not optimistic. Judging from the consumer behavior of Internet education, in addition to the online examination tutoring and intensive training extended by traditional school education, foreign language training such as studying abroad, TOEFL and IELTS are also quite popular. But Internet education based on practical skills training is not much, and consumer spending is very limited. From the point of view of China's social and economic development, traditional examination-oriented education and academic education have been difficult to meet the actual needs of social division of labor and enterprise management. What enterprises need is precisely a doer with practical skills and practical skills. But the school education cannot achieve this goal, the examination result is outstanding but the high-handed new graduate must pass through the practical skill training to be able to truly adapt to the future post the need. How to solve the contradiction between the outstanding social demand and the human resources supplied by the school? from the actual situation of the HW Company, I propose to establish an open Internet education platform, and adopt the skill five-step teaching mode. Provide learners with a business model of skills training in the form of online HD video. It is hoped that through the research of the new business model of Internet education, it will provide theoretical support for the transformation and upgrading process of HW Company, and at the same time, it will also promote the sustainable development of the whole Internet education industry. This paper is mainly based on Wei and Zhu Wuxiang's views on business models in their book "Discovery of Business models," from the perspective of business model positioning, business systems, critical resource capabilities, and profit models. This paper designs and studies the business model of open Internet education in six aspects: free cash flow structure and enterprise value. At the same time, combining with the actual situation of HW Company in the traditional education and training industry, this paper makes a deep comparative analysis, and probes into the profit way of the new business model of Internet education and the key points of its actual operation.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G434

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