| The education and training industry is recognized as one of the most promising sunrise industries.Since the systems of high school entrance examination and College Entrance Examination have been implemented in China,enrolling in extra-curricular tutoring classes has become the first choice for parents in the hope of helping their children check for defects and improve their ability to take exams.All of these realities have stimulated the education and training market with curriculum tutoring as its main business.In recent years,with the reform of the education system and the involvement of capital,China’s education and training industry has developed rapidly,and education and training institutions have also achieved unprecedented development.With the development of the industry,in order to make the training institutions comply with regulations and ensure the market stability,China has successively introduced some policies.For example,in August 2018,the General Office of the State Council issued the Opinions on Regulating the Development of Off-School Training Institutions.And in July 2019,the Ministry of Education,including the six other departments jointly issued the Opinions on the Implementation of Standardizing Off-School Online Training.The release of these related policies has promoted China’s education and training industry from a free-growing stage to a competitive stage of competing business models.The concept of business model is widely used in the business field.The differences among enterprises make their respective corporate cultures and business operating models different.Objectively speaking,every company in the market environment has its own unique business model,but the pursuit of profit maximization is always the essence of business models,and profit is the most primitive driving force of business models.Nowadays,the continuous updating of network technology has made the "Internet +" business model more and more concerned.More and more companies and scholars have begun to explore the feasibility of combining the Internet with their own situation.This paper uses the methods of literature research,investigation research as well as case comparison to study the optimization strategy of W Education Training Institution’s business models.The full paper is divided into five parts.The W education training institutions are the object of study with the two mainstream business models "teaching and research + education" and the comparison of " Internet + education ".Through the business model canvas tool,this paper explains the advantages and disadvantages of the current mainstream business model from the four sections of customer relationship,product,channel and income.It proves that different business models have different effects on education and training institutions.And this paper specifically analyzes the business model of "marketing + education" of the W education training institution,discusses the problem of over-reliance on marketing under this model and further analyzes the main reasons for marketing as the main while teaching as the supplement.On this basis,this paper proposes a "product + teacher + service" business model from optimizing the existing business model at four levels: customer relationship,product,channel,and revenue.It aims to provide operable business model optimization strategies for the management of W education and training institution,making the management group grasp the strategic and directional nature of W education and training institution more accurately.And meanwhile,this paper makes meaningful explorations for the institution’s brand upgrade and model optimization. |
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