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本文选取 TQ 集团为研究对象，介绍了商业模式的定义、分类、
构建原则等概念，借鉴商业模式理论、产业价值链理论、市场营销理
论等理论，对 TQ 集团的商业模式进行研究。本文通过介绍 TQ 集团
的企业概况、商业模式的核心要素，并从企业价值定位、市场地位和
内部管理现状三方面分析了 TQ 集团商业模式的现状，由此得出 TQ
集团商业模式存在的问题。本文结合互联网的特点，分析互联网时代
的教育特点，并利用波特五力模型对互联网时代的教育培训业所处的
行业竞争进行分析，以及互联网对教育培训业发展的影响。通过理论
阐述和现状分析，本文构建了互联网环境下 TQ 集团的商业模式，从
价格、分销渠道、核心能力、顾客、产品、供应链等要素进行了互联II
网环境下的商业模式分析，并对该商业模式进行 SWOT 分析，分别
从优势、劣势、机会、威胁四个方面做了阐述和总结，并据此提出互
联网环境下 TQ 集团商业模式的优化策略
本文提出以下建议：从价格、渠道、促销和产品四方面加强企业
的市场竞争；从产品研发和人力资源建设方面提高企业的核心竞争力；
改变网络营销策略；完善服务质量
关键词：互联网；商业模式；教育培训业；市场竞争；网络培训III
Researchon the Business Model Of
TQ Group under the EnvironmentofInternet
Abstract：With the expansion of the national demand for education resources,
private education and training business has become an excellent industry which has
developed rapidly in recent years. However, the market continues to expand at the
same time, the competition between different enterprises led to a lot of chaos, which
is not conducive to the long-term development of the industry.And with the rapid
expansion and development of the Internet, people&39;s way of life and thinking has also
been a great change, the Internet technology and network system has also promoted
the transformation of all walks of life.Therefore, the traditional education model is no
longer suitable for the development of the new era of enterprise, research on
education and training enterprises how to build a better business model, is the focus of
every education and training enterprise.
This paper selects the TQ group as the research object, introduces the definition
of business models, classification, construction principles, using the business model
theory, value chain theory, marketing theory,to study the business model of TQ
group.This paper introduces the core elements of business model, TQ group enterprise,
and analyzes the current situation of TQ group&39;s business model from three aspects of
enterprise value orientation, market position and internal management status, and then
comes to the conclusion that the business model of TQ group exists. This paper
combined with the characteristics of the Internet, and analyzes the characteristics of
education in the Internet age, and uses the Potter five forces model to analyze the
competition of the education and training industry in the Internet age, and the impact
of the Internet on the development of education and training industry.Through the
analysis of theory and the status quo, this paper constructs the Internet environment
TQ group business model, analyzes the environment of the Internet business
modelfrom the price, distribution channel, core competence, customer, product,IV
supply chain and other factors , and carries on the SWOT analysis, respectively,
summarizesfrom the strengths, weaknesses, opportunities, threats four aspects, and
then puts forward the optimization strategy of TQ group business model in the
Internet Environment.
This paper puts forward the following suggestions: strengthen the market
competition of enterprises from four aspects of price, channel, promotion and product;
improve the core competitiveness of enterprises from the aspects of product
development and construction of human resources; change the network marketing
strategy; improve the service quality.
Keywords: Internet; business model; education and training industry; market
competition; network trainingV
目录
1.绪论....1
1.1 研究背景和意义.1
1.1.1 本文研究背景.........1
1.1.2 本文研究意义.........2
1.2 研究内容和方法.3
1.2.1 本文研究内容.........3
1.2.2 本文研究方法.........3
1.3 研究重点和创新点.........4
1.3.1 本文研究重点.........4
1.3.2 本文研究创新点.....5
2.理论基础和文献综述7
2.1 商业模式概述.....7
2.1.1 商业模式的定义.....7
2.1.2 商业模式的分类.....7
2.1.3 商业模式的构建原则.........9
2.2 商业模式相关理论.......12
2.2.1 产业价值链理论...12
2.2.2 核心竞争力理论...13
2.2.3 市场营销理论.......13
2.2.4 供应链理论...........15
2.3 商业模式国内外研究综述.......16
2.3.1 商业模式国外研究现状...16
2.3.2 商业模式国内研究现状...19
2.3.3 商业模式文献述评...........23
3.TQ 集团商业模式现状与问题分析.25
3.1 TQ 集团概况.....25
3.2 TQ 集团商业模式的核心要素.25VI
3.2.1 市场竞争要素.......25
3.2.2 内部核心竞争力要素.......26
3.2.3 供应链要素...........27
3.3 TQ 集团商业模式现状分析..........
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