Research On Evaluating Profit Model Of Online Education HWL Company Based On Balanced Score Card

With the help of artificial intelligence,big data,5G and other technologies,online education enriches teaching scenarios,enhances learning interest,and enables repeated learning anytime,anywhere,and is favored by users.Enterprises enter the online education industry.The market concentration of this industry is low and the cost of acquiring customers is high.At present,there are only a few companies that can achieve profitability,and most companies are in a state of loss.The problem of profitability restricts the development of companies and the pace of development of the online education industry.At present,the industry profit model has not been clearly formed,and the profit model of each enterprise is still in the exploratory stage.Only by attaching importance to the optimization of the profit model and finding the most suitable profit model can an enterprise achieve profitability and promote the development of the enterprise.Therefore,the research on the profit model of online education enterprises has become extremely urgent.This paper draws on a large number of literatures and discusses the profit model of online education enterprises based on the balanced score card theory,value chain theory and strategic management theory.Firstly,the development status and profit model of the online education industry are analyzed.Secondly,with the help of the Balanced Score Card,the components of the profit model are transformed into the four dimensions of the Balanced Score Card.The industry representative HWL Company was taken as a case,and New Oriental Company was selected as the comparison enterprise,and the profit model of the two companies was evaluated by AHP and fuzzy comprehensive evaluation method,and a comparative analysis was carried out in combination with the relevant indicators.Judging from the final evaluation results,HWL’s profit model is average,and New Oriental’s profit model is better.The main problems of HWL’s profit model are:(1)Policy supervision increases the risk of business operation,and faces the dilemma of transformation;(2)The source of income is single,and customers are lost;(3)The cost control is insufficient,and the cost loss increases;(4)Brand The image is solidified,and the sub-brand capacity is insufficient.Finally,in response to the above problems,combined with the current strategy of HWL,the optimization strategy of HWL’s profit model is proposed:(1)Establish correct values and actively fulfill social responsibilities;(2)Expand business channels and optimize revenue sources;(3)Improve product content quality(4)Increase user stickiness with the help of big data and Internet communities;(5)Establish a comprehensive budget and cost control system;(6)Strengthen brand management to enhance brand influence.The scale of the online education industry continues to expand,and it is particularly important to explore the profit model of enterprises to help enterprises achieve sustainable development.This article evaluates the profit model of HWL company and conducts a comprehensive analysis of the profit model,which can help enterprises to clearly understand their own profit model,continuously improve and improve the profit model,and also provide ideas for other companies to improve their profit model,in order to promote the entire industry.sustainable development.