Case Study On The Profit Model And Effect Of TAL Education Group

Since the "Internet Plus" plan was put forward,many traditional industries have carried out Internet business,online education companies have also developed in this trend.Since 2020,due to the epidemic,students across the country have carried out live Internet teaching,which also confirms the necessity of online education.The development speed of online education has now surpassed the traditional form of education industry.According to data released by Qichacha,the registration growth rate of online education companies in 2020 is as high as 97%,but most of them have yet to realize effective profits.TAL has a representative profit model.In 2020,it suffered its first loss after going public.This paper deeply analyzes and explores the problems existing in its profit model,which has far-reaching significance for the development and improvement of the profit model of online education enterprises.This article mainly chooses TAL education group as the research object,and the literature on the profit model of online education enterprises published by experts and scholars at home and abroad is collected,sorted out,summarized and analyzed,so as to master the basic theory of online education and profit model and have a comprehensive understanding of the development status of the online education industry.Combined with the business development of TAL,it is found that the profit model of TAL include four modules:course content,value-added service,education platform and cooperation.By analyzing the financial data of TAL,the current profit situation of TAL is known to show its loss situation from the perspectives of profit level,profit quality,profit growth and profit trend.The five elements of profit model are:profit object,profit point,profit source,profit leverage and profit barrier.The existing profit model of the future has problems such as unstable user groups,high marketing costs,false sales and false revenue increase.According to the characteristics of TAL,this paper puts forward the corresponding improvement suggestions on how to make up for the deficiency of the existing profit model and ensure the continuous profitable leading position in the industry.