| Offline education has always been the most common teaching method.With the rise of information technology and sharing theory,online education gradually breaks the established mode of offline education by relying on the advantages of Internet technology.The essence of online education is the sharing of teaching resources,which relies on the Internet platform to realize the transfer of educational resources between the two sides.Compared with offline education,online education industry has obvious characteristics of asset light operation.But throughout the online education industry,there are still a large number of enterprises adopt the development mode of combining online and offline education,which makes the comparison between offline education and online education mode lack of comparability.The outbreak of COVID-19,the offline education has been completely suspended,online education has become the mainstream teaching option during the epidemic.This makes the business model of enterprises in the online education industry change into the model of pure online education platform,which provides an opportunity for the research and comparison of enterprise financial performance under offline education mode and online education mode.Combined with the background of epidemic prevention and control,this paper takes New Oriental as a case to study and analyze the financial performance of online education industry.Because the essence of online education is the sharing of educational resources,based on the sharing economy theory,financial performance evaluation theory,asset light operation theory and stakeholder theory,this paper compares the research results of many scholars by reading a large number of literature.The online education industry under the background of epidemic situation was studied and analyzed:First of all,this paper explores the connotation of online education,and thinks that online education is an education mode relying on network technology to build an education platform and realize the transmission and sharing of teaching resources.The characteristics of online education are summarized.Then,this paper analyzes the environment of online education industry:on the one hand,it analyzes the macro environment from the political,economic,social and technical aspects,and thinks that the macro environment of online education industry is developing well,with policy support,technical assistance and national recognition.However,the global economic downturn may have a negative impact on the online education industry.On the other hand,this paper explores the industrial environment of online education industry,and summarizes five aspects of online education industry,including the bargaining power of suppliers,the bargaining power of buyers,the threat of substitutes,the threat of new entrants and competitors.Next,this paper summarizes the development status of online education industry,and introduces the operation status of the industry from three aspects of market scale,user scale and listing situation.At the same time,the financial performance of the industry is analyzed as a whole.Then this paper introduces the case enterprise new Oriental.After a brief introduction of its development process and main products,it summarizes the advantages,disadvantages,opportunities and threats of New Oriental.As this paper focuses on the financial performance of online education industry under the background of epidemic situation,this paper selects the financial data and financial indicators from 2015 to 2020 to make a longitudinal time trend comparison,and focuses on the analysis of the changes from 2018 to 2020.At the same time,this paper also selects two other companies in the education industry to compare with New Oriental,and analyzes the performance of New Oriental’s financial performance changes in the industry.Based on the four aspects of solvency,profitability,operation ability and development ability,this paper analyzes and evaluates the financial performance of New Oriental,and finds that it has some problems,such as asset oriented business model,insufficient development of online education,insufficient market segmentation and insufficient market sinking.In view of these problems,based on the background of the post epidemic era,this paper puts forward some improvement suggestions from the aspects of optimizing the asset capital structure,paying attention to the online education market,continuing to sink the market and market segmentation.This paper tries to provide reference for the development of online education enterprises in the post epidemic era through the research of financial performance. |
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