Research On The Profit Model Of Zhonggong Education Based On The Perspective Of Value Chain

China is a country that attaches great importance to education,and education expenditure accounts for almost half of the household expenditure of Chinese citizens.In recent years,with the rapid development of Internet technology and the impact of the COVID-19 on traditional education,China has paid more attention to education and training,and education and training enterprises have developed rapidly,which has made the competition of education and training enterprises more fierce.In June 2021,the National Market Supervision Bureau released a message on encouraging adult vocational education and correcting out of school training in primary and secondary schools.In addition,the implementation of the national "double reduction" policy in September 2021 poses another huge challenge to the education and training industry.In this context,many capitals have poured into the education and training industry.However,there are not many enterprises that maintain their own advantages and achieve good development in such competition.The fundamental reason why most enterprises are lonely is that they have not found the right profit model for themselves.Therefore,studying the profit model of Aoxin Education from the perspective of the value chain can lay a good foundation for the future development of Aoxin Education Group,and also has important value for the further development of the current education and training industry.This article takes the leading enterprise in the education and training industry,Zhonggong Education Group,as the research object,and combines the development of Zhonggong Education in recent years,using methods such as literature analysis,case analysis,and comparative analysis.First of all,this article sorts out the main types and development status of the profit model of Zhonggong Education Group in the past three years,and analyzes its business model and financial indicators.Then,based on value chain theory and profit model theory,combined with some business development and the characteristics of the education and training industry of Zhonggong Education Group in recent years,this paper analyzes the profit model of Zhonggong Education from three aspects:internal value chain,external vertical value chain,and external horizontal value chain,and points out the problems in the current profit model of the enterprise.Specific problems include:teaching courses and services to be improved,high sales and financial costs,heavy burden of human resources costs,failure to meet expectations in cooperation with network suppliers,excessive concentration of target user groups and decline in brand credit,resulting in a decline in competitiveness.In view of the problems existing in the profit model of Zhonggong Education Group at this stage,from the perspective of the value chain,corresponding suggestions and countermeasures are proposed.Specific suggestions include:optimizing course quality and aftersales service,strengthening enterprise cost control,strengthening human resources management to avoid talent loss,strengthening cooperation with network suppliers,implementing differentiated strategies for customer groups,adjusting business content according to policy changes and improving brand credit to enhance the core competition of enterprises.Force,this article studies the profit model of the case enterprise Zhonggong Education Group,which is beneficial for Zhonggong Education to adjust the profit model and increase the source of profits,thereby improving the competitiveness of the enterprise and gradually achieving the goal of maximizing profits.At the same time,it guides education and training enterprises to use the profit model to better win profits for enterprises and seek development.