Research On The New Chinese School Business Model Of The JOUN SCHOOL

The JOUN SCHOOL was established in November2006.As the most famous Chinese school in Shenyang, the operation now is in trouble that it is immersed in running behind its expenses. Some other Chinese schools are now also having to face the same problem. Why? Though there is a lack of the domestic culture environment and the market is narrow, but the most critical factor is that most of these school’s managers are all lack of management consciousness. The Chinese school founders all emphasize on the cultural connotation, but give only little emphasis on planning of the Chinese school’ commercial operation. The school, in the existing culture and market environment, to achieve their idea on cultural promotion, must be able to obtain a sustained long-term development power, must follow the market rules, and build very efficient business model.The paper is based on the theory of market positioning and theory of business model. Modeling on the JOUN SCHOOL’s practice, the paper tries to explore a feasible and efficient business model, for a healthy and stable development of the Chinese school.Basing on a clear definition of the Chinese school and the old-style and new-style Chinese school’s development, the research summarizes theories of the market orientation and the business model, analyses JOUN and other Chinese school’s external business environment from the angles of consumer, industrial factors and industry trend, then descries JOUN SCHOOL’s current business model arousing its market positioning, business system, key resource capacity and profit model, and analyzes the problems in current business model. The article deems that the new Chinese school is an organic combination of the traditional culture, modern education form and modern business model. Finally, it puts forward a set of new Chinese school’s business model. The market positioning should base on a customer insight; the school must make an in-depth strategic cooperation with its stakeholders and create a efficient business system with more power of resources mining and integration. It should also expand the profit source; optimize the cost structure and cash flow structure. With the new business model, the JOUN SCHOOL is a investment object of high value. The new Chinese school business model has the ability to help JOUN SCHOOL and other Chinese schools to get a healthier, more effective and lasting power on survival and development.