A Comparative Study On The Online Education Publishing Of Pearson Education Group And China Education Publishing & Media Group

This paper takes Pearson and China Education Publishing & Media Group as the research object,and makes a comparative study on the online education publishing products of Pearson Education Group and China Education Publishing & Media Group.It analyzes the lack of the China Education Publishing & Media Group’s online education publishing,and put forward some reasonable proposals.The comparison of online education products in this paper is divided into four aspects: product structure comparison,product form comparison,marketing mode comparison and profit model comparison.In the product structure comparison,I mainly compare the two product structure,and analysis the formation of different product structure reasons.In the product form comparison,the product form is divided into resource aggregation platform products,interactive learning platform products,test products and online education platform products,and each category has the two publishers corresponding representative product as the comparison example.Resource aggregation platform products selected "People’s Education Press’ s network supporting resources platform" as an example,and analyze its product form.In the comparison of the Interactive learning platform products,I selected Pearson Mylab & Mastering and People’s Education Press E Teaching as examples and compare their product forms.In the comparison of the test product,I take Pearson VUE as an example and analyze its product form.In the comparison of online education platform products,I select Pearson Embanet,"i course" network and "Chinese University MOOC" as an example,and compare their product models.In the comparison of marketing method,I analyze the two different methods: the cooperation with paper publication’s method and the independent marketing methods.In the profit model,this paper analyzes and compares the free mode,the "free" of charge mode and the charging mode.Through these comparisons,this paper further studied the superiorities and problems of the online education publishing of China Education Publishing & Media Group.This paper holds that the superiorities of online education publishing in China Education Publishing & Media Group are: content resource advantage,channel advantage and policy advantage;the problem problems are: product is not perfect,marketing over-reliance on paper publishing,profit model single and market development is not perfect.Combined with the reality,the suggestions are from the integration of resources,the improvement of the product line,the introduction of talent the encourage innovation,the development of appropriate profit model and the market competition.