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作为蚌埠市目前规模最大、在校人数最多的教育机构， BC 教育培训机构目前已
在全国三十多个大中城市开设了五十多所个性化学习分校，其中蚌埠市区分布四家校
区，怀远县已有一家校区。五家校区共有在校生 2000 多人，校教职工 300 多人，2016
年四家校区营业收入 4000 多万元。由于三、四线城市市场的特殊性，在进入类似蚌
埠这样的三、四线城市时，BC 教育机构传统的商业模式已经难以支持企业的发展，
BC 教育机构又该如何优化固有的商业模式，值得探究
本文结合理论采用案例分析、比较研究方法、问卷调查法以及访谈方法，从商业
模式的角度，对 BC 教育机构商业模式优化策略进行研究，本文共分为五个部分，将
BC 教育机构作为研究对象，对其商业模式进行研究，结合学堂在线教育机构与新东
方教育机构在商业模式运用上的对比，通过商业模式画布工具展示目前主流商业模式
的优势与劣势，从而得到启示，更形象具体地说明不同的商业模式作用在教育机构上
起到的不同效果。本文通过“商业模式画布”，具体分析 BC 教育目前的商业模式和
存在的问题，以及存在这些问题的主要原因，并与其他教育机构的主流商业模式为案
例进行对比，提出明确的商业模式优化策略，从客户层面、产品层面、渠道通道层面、
收入层面，针对现行的商业模式进行优化，创建一套适合 BC 教育现状的商业模式优
化方案
本文在对 BC 教育集团相关的商业模式理论进行调查、研究和分析的基础上，通
过其目前商业模式存在的问题，对其进行优化设计，旨在为 BC 教育机构的管理层提
供可行、创新的商业模式优化策略，提高管理层对 BC 教育机构的战略性和方向性把
握，从而达到品牌升级、模式优化的双赢效果
关键词：教育机构；商业模式；优化策略；商业模式画布BC 教育机构商业模式优化策略研究
I
ABSTRACT
The education and training industry in China has a remarkable development in recent
years, and has been regarded as a potential industry with a bright prospect. The number of
education and training organization increase rapidly all over the country. Relevant data
shows that more than half of urban households in China spent over 10 thousand yuan (each
of them) on education and training in 2016. Moreover the importance of education is
highly considered by more and more families which provide this industry with a great
potential market. However, due to the national policy on extracurricular education is not
strict and high standards are not established yet, many investors are optimistic about the
industry and establish education institutions. Small-scale institutions develop difficultly
because of the immature business model.
Currently, the largest-scale education and training institutions is BC in Bengbu. BC
also has established more than 30 large or medium cities. Four campuses are in Bengbu
and one campus is in Huaiyuan. There are more than over 2000 students and 300 teachers
and staff in these five campuses. The incomes of the four campuses are over 40 million
yuan in 2016. Because of the particularity of the three or four - line city market, when
entering the three or four - line cities like Bengbu,However, the traditional business model
of BC is difficult to support further development for the company.Therefor, it is essential to
figure out how to optimize the business model.
This dissertation illustrates the strategy of optimize business models for BC
organization combined with four methods including Case study, Comparison,
Questionnaire Survey and Interview. The dissertation contains five sections, which shows
the different impacts by different business models based on the research of the differences
between online-education and offline-education, and also illustrates the advantage and the
disadvantage of current business models by take BC as an example. In this paper,
business model canvas is used for analyzing the existing problems of BC business model
and the reasons specifically. Moreover, a suitable optimization strategy is established for
BC business model based on the comparison with the business model of other education
organization, which takes client, production, channel and income into consideration.
Based on the investigation,research and analysis on the BC business model and
current problems, the aim of this paper is to providing BC a suitable strategy for
optimizing business model and improving the ability to figure out the strategic direction,ABSTRACT
II
which upgrads both brand influence and business model.
KEYWORDS: education agency; business model; optimization strategy; business model
canvasBC 教育机构商业模式优化策略研究目 录
第一章 绪论··1
第一节 研究的背景和意义·1
一、研究的背景··1
二、研究的意义··1
第二节国内外相关研究2
第三节 研究目标、思路及方法··4
一、研究目标4
二、研究的基本思路 5
第二章 商业模式基本理论·6
第一节 商业模式定义6
第二节 商业模式要素6
一、要素种类6
二、要素之间的联系 7
第三章 国内教育机构主流商业模式分析与启示·9
第一节 教学+营销模式：以新东方的商业模式为例· 9
一、客户关系层面·· 10
二、产品层面·10
三、渠道通路层面·· 11
四、收入层面· 11
第二节 互联网+教育模式：以学堂在线的商业模式为例·12
一、客户关系层面·· 13
二、产品层面·13
三、渠道通路层面·· 13
四、收入层面·14
第三节 两大教育机构商业模式的启示 14
一、基于两种模式的不足·· 15
二、基于两种模式的优势·· 16目录第四章 BC 教育
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