摘要

在线教育作为一种新的商业模式,因其天生所具备的独特优势,其市场潜力

被看好。但随着MOOC幵放教育的兴起,及互联网学习消费者行为的改变,引发了

人们对在线教育的盈利模式的重新思考,而在线教育的盈利能力将影响到在线机

构的可持续性。

本文对在线教育盈利模式的研宄,是以社会经济发展观为引导,商业模式模

型为研宄框架,遵循实践原则来设计研宄路线。研宄基于通过对目前国内外在线

教育的盈利模式实践经验的借鉴。首先,对在线教育细分市场的运营模式及市场

规模潜力进行分析;其次,确认在线学习消费者对教育的具体需求;再次,通过

在线教育产业链关系及其盈利模式分析,确认产业链合作效益的影响因素;最后,

对在线教育目前收益渠道总结。从多方面对在线教育盈利模式的驱动因素进行分

析。基于以上分析结果对盈利实施过程中的价值定位,收益渠道,成本控制,财

务资源管理的优化配置,利润进行建议。并从在线教育的主要投资项目,合作关

系发展,市场推广,收益来源方面提出具体实施方案,通过Coursera盈利模式实

施案例加以验证。

本研究的创新点在于基于对目前市场上在线教育盈利模式的研宄,从在线教

育的行业特性及互联网消费者行为的需求变化出发,从具体实践的角度分析在线

教育盈利模式的影响因素,并把分析理论运用于实践,并通过案例验证,期望可

以对我国在线教育的盈利模式的探索提供具体的参考和借鉴。

关键词:在线教育;经营模式;Coursera

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Abstract

Abstract

Online education represents a new business model, and we think its potential

marketing size is a unique advantage. However, even with the rise of MOOC

(Massive Open Online Courses), positive changes in online consumer behavior, and

evaluation of different revenue models,profitability — represented by a successful

business model — will ultimately determine if online education survives as a new

industry.

This study on the business model of online education uses socio-economic

development as a guide, traditional commercial business model as research

framework, and practical principles to design the study structure. The study begins

with analysis of factors driving online education and business models. First,we

evaluated profit and revenue models being used both at home and abroad for online

education. Next,we analyzed the operating model and market potential of online

education, by identifying and categorizing the market while also enumerating specific

needs of online consumers. Then we identified and analyzed the industry chain —

players, relationships, collaboration and services — needed for the business model, as

well as its benefits and effects. Fourth, we projected current cost and revenue stremns

based on adoption of the business model, its operational requirements and its

underlying value propositions about revenue channels, cost control,financial resource

management, and profit categories. Executing the business model requires major

financial investment, partnership development, marketing promotion, and

development of multiple revenue streams. Lastly, we compared the study

recommendations against a case study of Coxirsera, the online e-learning provider.

The study utilized research on innovations in profit and revenue models for

actual online education providers,e-leaming industry characteristics, actual online

consumer behavior, and changes in social perception of e-learning. Analysis of these

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