Research On Business Model Optimization Of HX Company Based On Canvas Theory

The education and training industry has always been recognized as one of the most promising industries in China.With the steady development of the national economy,the demand for education of residents has increased sharply,and the reform of China’s education system is also deepening,stimulating the barbaric growth of the education and training industry and ushering in its broad development space.Discipline training,quality education,enlightenment education,cultural skills training,etc.continue to emerge,and the trend of diversified development continues to drive the continuous growth of the training industry.With the hammer of China’s "double reduction" education reform mechanism,the K12 education sector dominated by traditional disciplines has gradually withdrawn from the historical stage.The educational capital represented by "New Oriental" and "Learning and Thinking" began to gradually turn to the quality education track,seizing the market space that originally relied on quality education,promoting changes in the industry pattern and intensifying competition.Under the regulatory policies successively introduced in China,the education and training industry has also shifted from the original barbaric and extensive development to the policy supervision-oriented,increasingly benign and orderly development.HX Education Company is selected in this thesis.It is a typical small and medium-sized enterprise that has been deeply engaged in quality education for many years.Under the dual background of the COVID-19 pandemic and industrial impact,the original business model is no longer suitable for the rapidly changing market environment.Based on the theoretical model of business model canvas,this thesis analyzes the business model structure of HX Company from the three elements of business value,and explains the interdependent and complementary relationship among the nine elements.Through the form of questionnaire survey,the thesis analyzes the possible problems in the existing business model of HX Company.In addition,a series of optimization strategies are proposed for 7 of the 9 elements in the HX Company business model canvas,and finally a canvas model suitable for the HX education business model is designed.The purpose of this thesis is to provide feasible suggestions for the business model optimization of HX Company,and provide support for the development strategy of this enterprise as well as small and medium-sized education and training institutions of considerable scale in China.