| With the growth of China’s economy and the improvement of the country’s comprehensive national strength,more and more people are going to study abroad.In addition,under the impetus of various factors,such as the gradual easing of overseas study policies of various countries,the general opening of international education resources,and the vigorous development of education and training industry,Chinese students’ diversified overseas study choices have led to the explosion of the entire overseas study market.But with the development of the industry,the market competition is more and more fierce.HQ Education Group is an education group that has been in business for more than 20 years,mainly providing training and consulting services for overseas study.With the booming overseas study industry,the Group has made full use of its brand advantages,strong faculty,differentiated products,VIP services and other advantages,making the company’s revenue relatively stable and development relatively sound.However,due to the increasingly fierce market competition,the Group experienced a decline in operating income from the beginning of 2019.Behind the fierce market competition,more business model competition between enterprises.This paper will study the optimization of the business model of HQ Education Group.How to optimize the business model of HQ Education Group,improve the competitiveness of the enterprise,so that the enterprise can better adapt to the future development is an urgent problem for HQ Education Group to solve.First of all,this paper summarizes the definition and components of the business model from different perspectives through business model and related theories of business model optimization,and expounds the influencing factors and optimization approaches of the business model optimization.At the same time,combined with the market scale and industry development trend of studying abroad industry,the existing three business models in the industry are summarized.Then,starting from the external environment of HQ Education Group,this paper studies the macro environment and competitive environment of the industry by using PEST analysis and Porter’s Five Forces Model.At the same time,based on the internal organizational structure,human resources and teacher resources,products and services,operation mode and other current situations of the enterprise,by using the methods of campus visit,in-depth interview,investigation and research,the problems of the existing business model of HQ Education Group are found as follows:in terms of key resources and ability,the core resource advantage of the enterprise is not outstanding;On the profit model of the enterprise,the development of capital situation is poor;On the business system,customer relationship management is inefficient.The causes of these problems are summarized as follows: lack of professional fund management talents,lack of key customer relationship management and maintenance,and difficult breakthrough in new teaching technology.Then,based on the above problems,combined with the six elements of Wei-Zhu’s business model,through the optimization of several elements of HQ Education Group’s business model,the ideas and methods of its business model optimization are studied.We should transform the enterprise orientation of language training into a one-stop plan for overseas study,improve stakeholders and transactions in the business system,reintegrate customer resources,upgrade products and services,optimize the construction of talent echelon,optimize the source and structure of profits,and increase investment in cash flow.And through the organization guarantee,incentive guarantee,enterprise culture guarantee,technical guarantee,capital and financial guarantee these five guarantee measures to help complete the business model optimization.Finally,we can see from the effect comparison between the old and new business models that the profitability of the new business model has been improved,and the score raising rate of students has been improved.The main content of this article has the following seven parts: The first part is the introduction.This paper introduces the research background and significance,summarizes the domestic and foreign research results on the business model of education and training industry,and points out the research methods and framework.The second part is the theoretical basis of business model optimization research.Including the definition of the business model,the elements of the composition and the influencing factors and ways of the optimization of the business model,and summed up the existing three business models in the industry.The third part is the external environment of the development of HQ Education Group,including the analysis of macro environment,industry competition environment and industry competition analysis.The fourth part is the analysis of the existing business model of HQ Education Group,introducing HQ Education Group and elaborating the existing business model,so as to analyze and point out the problems and reasons of the existing business model of HQ Education Group.The fifth part is the optimization design of the business model of HQ Education Group.According to the Wei-Zhu six elements business model,the optimization design is carried out from the aspects of positioning,business system,key resource capacity,profit model and free cash flow structure,and the optimization scheme of each element is given.The sixth part is the implementation guarantee measures and effect evaluation of HQ Education Group’s business model optimization plan.Through the five aspects of organizational guarantee,incentive guarantee,enterprise culture guarantee,technical guarantee,capital and financial guarantee to help complete the optimization of the business model,at the same time to evaluate the effect of the new business model.The seventh part is the conclusion and prospect of the research.Based on the above research,it is concluded that the optimization of HQ Education Group’s business model is conducive to improving customer value,and the optimization of HQ Education Group’s business model is conducive to improving the competitiveness of the enterprise.At the same time,the research ideas and methods of this paper can also provide reference and reference for relevant enterprises in the overseas education training industry. |
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