Research On Profit Model Of E-learning In China

Since 2012,the development of E-learning in China has been increasingly flourishing with lots of enterprises and related items coming into this area.However,according to statistics,the profitable ones are not more than 5%,and the first concern affecting the sustainable development of E-learning companies is that the profit model is not clear.Therefore,the top priority of E-learning in China is to explore new profit model,which is exactly the direction of this thesis.Firstly,the thesis employs Slywotzky's theory of profit model to make an integral analysis of the integral parts of the profit model of E-learning,which straightens out the relations within the profit source,profit point,point lever and profit barrier and draws the conclusion that enterprises should make full use of profit lever to attract profit source and exploit profit point that can bring value to profit source so that a lasting income can be obtained.Secondly,the thesis introduces the current status of E-learning in China and analyzes users,industry chain structure and business model related to the profit model of E-learning,which will be conductive for enterprises to selecting the appropriate profit model according to their own industry chain position and business model.Thirdly,the thesis focuses on the main profit models of E-learning in China and summarizes the specific application of each profit model,pointing out the problems of E-learning profit model in China.Finally,the thesis takes Hu Jiang as an example to analyze the characteristics and existing problems of the elements of its profit model,which further verifies the feasibility of the method suggested in this paper.Moreover,it puts forward some advice on the improvement and development of E-learning profit model in China.The innovation of this thesis lies in clarifying the logical relationship between the industry chain structure,business model and profit model of E-learning,pointing out how enterprises in different industrial chains select profit model according to their own business model and profit source,and providing the perfect proposal for some main profit models of E-learning in China,that is putting forward two new profit models—data-charging model and surrounding service charging model,which can to some extent offer reference for enterprises being about to enter and have entered the field.