With the accelerating arrival of the information age,the development of online education industry is accelerating,and online education enterprises are facing fierce market competition.According to the survey of CCTV Finance,about 70% of online education enterprises in the market are suffering losses,and some of them are even on the verge of bankruptcy.Therefore,online education enterprises how to get rid of the state of loss,how to establish a reasonable profit model is an important subject worth studying.This paper takes New Oriental online education as the research object,and on the basis of literature research,theoretical analysis,data collection and case analysis,it makes an indepth discussion on its profit model.Firstly,the paper introduces the definition and characteristics of online education,and summarizes the profit models of different online education enterprises.Secondly,the paper introduces the general situation of New Oriental Online,including the development course and main business of the enterprise.At the same time,the paper analyzes the five elements of new Oriental Online’s profit model.The main profit point of New Oriental online is to sell educational courses,and the main profit lever is to use differentiation strategy to sink into the market.Then,the paper uses The Wall Marking way to evaluate the financial performance of New Oriental online profit model.The research shows that new Oriental online has limited profit objects and profit points,too fast market expansion and low marketing input-output ratio and other problems in the operation process.Finally,the paper combined with new Oriental online business problems and profit model elements of the theory to provide suggestions for its development,such as the appropriate expansion of institutional service business,increase membership business to promote precision marketing and so on.Based on the new Oriental online education enterprise,this paper studies the profit model and business performance of China’s online education enterprises,and explores how online education enterprises can better profit.This paper hopes to improve the profitability of New Oriental Online and other online education companies according to the corresponding research results,and promote the optimization and enrichment of the profit theory system of online education industry. |