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I
在线少儿编程教育商业模式创新研究-以BC项目为例
中文摘要
自2014年开始，英国将编程列入每所学校的必修课程后，全球很多的国家政府
以及教育工作者都在推行儿童编程教育，以便让孩子适应时代发展与社会需要。与此
同时，国内外也出现了很多少儿编程的在线教育公司为广大学生提供服务，少儿编程
教育的市场前景广阔，作为少儿教育的新兴产业受到业界的广泛关注
由于少儿编程教育是相对较新的行业，国内文献针对这方面的相关文章太少。大
部分是从教育学的角度分析课程的设计、教学效果的评价等，鲜有涉及商业模式的部
分。在线教学与传统线下教学相比，打破了时间和地点的限制，不仅节约了成本，而
且拓宽了市场宽度
本文通过文献研究法、调查研究法、案例分析法、实证研究法等研究方法对在线
少儿编程教育多种商业模式和数据对比分析，目的是为了探究在线少儿编程领域创新
的商业模式，并通过实践检验其可行性。首先，作者通过查询大量行业报告、文献和
报道分析市场背景，了解在线少儿编程教育的国内国外研究情况和特点。其次，运用
PEST分析、五力模型、STP等分析工具对在线少儿编程市场进行战略分析。综合文
献资料和产品体验，总结在线少儿编程教育行业主流的四种商业模式，直播1V1模
式、O2O模式、游戏式软件模式和硬件销售模式。列举几种商业模式的成功公司案
例，分析它们成功的关键要素。再次，综合评估外部因素和竞争因素，提出在线少儿
编程教育BC项目的创新商业模式，透过商业画布提炼其关键的9要素，运用4P组
合策略分解其营销模式。最后，将创新商业模式设想付诸实践，通过BC项目的实际
运营数据来印证创新商业模式的可行性和存在的问题，并提出改进措施
本文的创新点是通过对国内外在线少儿编程教育资料的广泛收集，系统化分析其
商业模式和影响企业发展的关键因素，提出创新的商业模式理论，并通过实践验证创
新商业模式的可行性。整个过程是一个从现象找关联，在关联中总结结论，根据结论
进行实践验证的过程。该研究不仅探究了在线少儿编程领域商业模式分析的理论新领
域，更加为该领域的商业实践提供一定的借鉴意义
关键词：在线教育，少儿编程，商业模式，战略分析
II
Research on the Innovative Business Model of Online
Children’s Programming Education- A Case Study on
the BC project
Abstract
Since 2014, the UK has included programming as a compulsory course in each school.
Many government administrators and educators worldwide are promoting children
programming education in order to better adapt children to the needs of the information
age. At the same time, there emerge a number of online children’s programming companies
at home and abroad. With a broad marketing prospect, children's programming education
grabs extensive attention in the education industry.
As children's programming is a relatively new industry, relevant articles are rather
scarce, most of which are analysis on curriculum design and evaluations on pedagogic
effectiveness from the perspective of pedagogy. Very few of them study business models.
Compared with the traditional offline teaching, online teaching breaks time and space
restrictions, saves the cost and explores potential markets.
The present study compares and analyzes various business models and data of online
children's programming education through the methods of literature review, investigation,
case study, empirical research and so on. The purpose is to explore the innovative business
models of online children's programming and test its feasibility through practice. First of
all, through a large number of industry reports and literature, the author reveals the market
background, research status quo and research features of online children's programming
education at home and abroad. Secondly, strategic analysis is carried out through the use of
PEST analysis, five force model, STP and other analytical tools. Through combined use of
literature and product experience, four mainstream business models of the online children's
programming education industry are summed up, namely, live 1V1 model, O2O model,
game software model and hardware sales model. The successful cases of each business
model are analyzed to spot the key to their success. Thirdly, by evaluating the external
factors and competitive factors, the innovative business model of the BC online children's
programming education project are put forward with its nine key elements generated
against the commercial canvas, and its marketing model decomposed by the use of 4P
combined strategy. Finally, the innovative business model design is put into practice.
III
Through the BC project's actual operating data, the author confirms the feasibility of this
innovative business model, spots the existing problems and proposes suggestions for
improvement.
The innovation of this paper lies in the systematic analysis on the business models and
key factors affecting enterprise development through the extensive collection of online
children's programming education materials at home and abroad so as to put forward the
innovative business model theory and verify its feasibility. The whole process involves
finding correlation from phenomenon, making conclusions from correlation, and empirical
verification based on conclusions. The study not only explores new theoretical domains for
online children’s programming business model analysis, but also provides reference for
commercial practice in this field.
Keywords: Online education,children’s programing, business model,
Strategy Analytics。