Research On The Innovative Of Children's English Teaching Business Model

Currently there are nearly 10,000 brands of children's English teaching existing in China,valued about 20 billion yuan,accounting for about 6.7 percent of the nation's total educational and training industry market.However,these companies now are facing a shuffling crisis,due to the high-rising costs of renting and business operation,similar teaching methods and the negative national policy which expelled English from the College Entrance Examination(CEE).The ways of teaching have also become diverse from traditional one-on-on or one-to-many face-to-face teaching to online teaching,or a combination of both on-and-off line teaching.Yet these new ways of teaching English mainly are used in the economically developed areas.Children in third-tier and fourth-tier cities and even some second-tier cities can't share the quality educational resources.This is a question not only facing by the parents,but also a national focus as the government hopes to equalize the educational resources.The present study compares and analyzes various business models and data of children's English teaching through the methods of literature review,investigation,case study and so on.The purpose is to explore the innovative business models of children's English teaching industry.Research on business model at present in china is still a hot topic,related research results mainly focused in the past 10 years.In the exiting literatures,although the definition of the business model and the structure system and the meaning of the theory,model innovation mechanism have been researched,because of the different perspectives of the research,the unified understanding of the basic definition is still lack.The theoretical frameworks have not been set up.Generally the studies about the business model still belong to the primary stage.First of all,through a large number of industry reports and literature,the author reveals the market background,research status quo and research features of children's English teaching industry.Secondly,it introduces the market and scale of children's English teaching.Through combined use of literature and product experience,four mainstream business models of children's English teaching industry are summed up,namely,live 1V1 model,double teacher model,APP model and teaching material sales model.According to the analysis of these four kinds of business models,the paper makes a horizontal contrast through the customer's willingness to pay,the sales channel,the upfront cost,the marginal cost,the team requirement and the risk analysis.The successful cases of each business model are analyzed to spot the key to their success and deficiencies.Thirdly applying the business model canvas which has nine building blocks to do the construction design for the new business model.These analyses will helps safely through the dangers of the initial stage of the project,and to achieve sustainable development.