Discussion On MOOC Development Strategy And Business Model In Automobile Industry

MOOC(massive open online courses) is a form of online education. More and more employees in automotive industry show growing demand for continuous learning and improvement. However, there are still some disadvantages existed in current traditional education. Hence, this prompts the development and growth of the online mode for the occupational education. MOOC, the newly-born online education mode, its popularity has also aroused growing attentions from more and more enterprises specialized in online education business. In this paper, the author, from the aspects of theory and real evidence, explores MOOC in automotive industry and the method to base itself upon the market in order to search for the strategic planning and business model under the multi-dimensional backgrounds of domestic automobile industry, occupational education and internet by those innovative enterprises specialized in MOOC in automobile industry. This article is aimed to provide an analysis to the needs of those employees and enterprises in automobile industry for learning and investigate their needs by Maslow’s hierarchy approach. Through the application of the Five Forces Model proposed by Michael Porter, an analysis is implemented regarding the current development situation of MOOC in domestic and foreign industries, especially their training status and pain points, case studies of MOOC by enterprises, business model of online education platform, as well as the users and customers demand characteristics in automotive industry; besides, SWOT(strength, weakness, opportunity and threat) tool is used to conduct investigation on the industry competition and company orientation, so as to make recommendations for the company strategy, business strategy and functional strategy for the application of MOOC in the early period of development in automobile industry. A complete analysis for company’s business model is made, including the market object that MOOC enterprises should take into consideration, charging method, product direction, source of income and pricing, cost structure, marketing channel and other aspects. Methods for implementation and execution of MOOC’s strategy is provided for automotive industry, including the allocation of human resources structure, corporate culture establishment, data-driven business method and sense of participation, the operation method used by community and owned media, and the requisition of the early users.For MOOC, to achieve its success in business model, the priority is to have the courses on its platform completed smoothly, as only those competitive courses can form differentiated products to have users obtain sense of participation, community and owned media. Thus, all these aspects are needed to have excellent products as basis. In addition, at the early stage, customers at B end should be considered as the main targets in the market, and the individual customers at C end can be gradually transferred into after companies laid a certain foundation nationally for brand reputation in the mainframe market. The main concept is to cultivate the customer base by means of the other customers at B end, and then obtain the value-added services from the users to achieve strategic profits. From business model perspective, MOOC selection and platform’s pricing strategy for automotive industry is adopted by the Long Tail Theory to focus on the various consumption demands, so as to create a blue ocean market and integrate market segment for the purpose of combining with the common characteristics of the different consumers and redefining their own products accordingly.