等部分内容。论文的公布（包括以电子信息形式刊登）授权东南大学研 究生院办理。 研究生签名： 导师签名： 日期：东南大学硕士学位论文 摘要 I 基于互联网技术的农村留守儿童 在线教育研究 研究生：陶智金 导师：周勤 东南大学 摘要 进入到新世纪，互联网技术的飞速发展给很多行业带来了深刻的变革，在线 教育正是在这样的背景下诞生的一种新的商业模式。它能够最大程度地解决教育 公平和有效性需求，特别是教育资源分配不均的问题，并能够极大地改革人们的 学习途径和方式。我国农村留守儿童的受教育机会和质量相比于非留守儿童而言， 都明显处于弱势地位，基于信息技术与教育的发展趋势和融合需求，特别是针对 农村留守儿童教育存在一些突出问题，本文深入分析了农村留守儿童整体发展情 况及其教育问题的背景，并对在线教育市场进行细致的行业研究，在此基础之上， 探讨留守儿童在线教育商业模式和存在的问题，最后以留守儿童在线教育项目的 总体实施方案为案例进行分析，提出了较为完善的优化策略和解决方案。具体而 言，本文主要做了以下三个方面的研究： 首先，总结了农村留守儿童的发展现状，梳理了教育中存在的问题。当前， 农村留守儿童整体数量超过六千万，总体规模有所扩大，分布主要集中在中西部 劳务输出大省，同时在江苏、广东等东部发达省份占比也较高。农村留守儿童教 育问题主要是由亲子监护责任的分离或代理监护责任的失效、学校管理的失控和 教育的失误、政府对留守儿童教育实质性问题重视不够并且少实际解决问题的措 施造成的。 其次，分析了在线教育市场现状和商业模式的类型与特点。中国K12在线教 育市场规模在近五年来一直保持30%以上的增长率，在线教育产业链中已经加入 了相当比重的线下力量，在线教育平台可以选择专门的技术、师资或内容提供商 为其服务。在线教育不同细分领域的企业盈利模式也不尽相同。但归纳起来主要 有两种模式，最主要的盈利模式是内容收费。进一步结合产业链和盈利模式分析 发现，内容提供商以采取内容收费为主，平台提供商以采取广告费和佣金费为主， 内容提供商和平台提供商都可以采取增值服务收费和会员模式收费，内容提供商 和技术提供商都可以采取软件收费模式。这对于未来在线教育平台企业在盈利模 式探索和转型时具有一定的借鉴意义。 最后，详细阐述了农村中小学生留守儿童在线教育项目的实施方案，提出了 较为完善的优化策略和解决方案。在外部环境上，在线教育行业具有良好的投资东南大学硕士学位论文 摘要 II 环境，随着我国农村互联网渗透率的提高，国家对信息化教育一直持支持和赞成 的态度，项目成员不仅具有丰富的理论和知识储备，还拥有大量的在线教育行业 实战经验，积累了相关的企业运营、开发和管理经验。项目计划打造中小学在线 教育视频教学和家校互动管理两个平台，完善并增强行业解决方案的提供能力。 此外，针对已有商业模式的不足和本项目的需要，提出了构建在线教育公益链、 建立乡村在线教育中心、优化课程增值服务付费、搭建智能学习场景、产品优质 化、服务个性化、营销系统化等模式的优化策略和解决方案。总而言之，以农村 留守儿童为用户主体的在线教育平台具备可实施性，同时也将对在线教育产业的 发展产生深远影响和积极作用。 本文的创新点在于基于现有对在线教育盈利模式的研究，建立了清晰的在线 教育产业链架构，将产业链和盈利模式结合起来进行研究，其结论对于未来在线 教育平台企业在盈利模式探索和转型时具有一定的借鉴意义。其次，本文针对农 村留守儿童中小学在线教育项目的实施进行了较为细致和科学的分析，提出了较 为完善优化策略和解决方案，为相关企业进入到在线教育细分市场时具有一定的 参考意义。 关键词：农村留守儿童；在线教育；商业模式东南大学硕士学位论文 Abstract III Research on Online Education of Rural Left-behind Children Based on Internet Technology Postgraduate：TAO Zhi-jin Supervisor：ZHOU Qin Southeast University Abstract Entering the new century, the rapid development of Internet technology has brought profound changes to many industries. Online education is a new business model born under such a background. It can best address the need for educational equity and effectiveness, especially the uneven distribution of educational resources. The educational opportunities and quality of left-behind children in rural areas in China are obviously in a weak position compared with non-left-behind children. Based on the development trend and integration needs of information technology and education, especially for rural left-behind children, there are some outstanding problems. In-depth analysis of the overall development of rural left-behind children and the background of their education issues, and a detailed industry research on the online education market, on this basis, to explore the online education business model and existing problems of left-behind children, and finally to left-behind children online The overall implementation plan of the education project analyzes the case and proposes a more complete optimization strategy and solution. Specifically, this paper mainly studies the following three aspects: First of all, it summarizes the development status of rural left-behind children and sorts out the problems in education. At present, the total number of left-behind children in rural areas exceeds 60 million, and the overall scale has expanded. The distribution is mainly concentrated in the provinces of the central and western labor export, and the proportion of developed provinces in Jiangsu and Guangdong is also high. The problem of rural left-behind children's education is mainly caused by the separation of parent-child custody responsibility or the failure of agency custody responsibility, the loss of control of school management and education errors, the government's insufficient attention to the substantive issues of left-behind children's education and less practical solutions.东南大学硕士学位论文 Abstract IV Secondly, it analyzes the current status and characteristics of the online education market. The scale of China's K12 online education market has maintained a growth rate of more than 30% in the past five years. The online education industry chain has already joined a considerable proportion of offline forces. The online education platform can choose a special technology, teacher or content provider. service. Corporate profit models in different segments of online education are also different. But there are mainly six models in summary. The most important profit model is content charging. Further analysis of the industry chain and profit model shows that content providers mainly adopt content charges, and platform providers mainly use advertising fees and commission fees. Both content providers and platform providers can adopt value-added service charges and membership mode fees. Both the content provider and the technology provider can adopt a software charging model. This has certain reference significance for the future online education platform enterprises to explore and transform the profit model. Finally, the implementation plan of the online education project for left-behind children in rural primary and middle school students is elaborated, and a more perfect optimization strategy and solution are proposed. In the external environment, the online education industry has a good investment environment. With the improvement of China's rural Internet penetration rate, the state has always supported and supported the information education. The project members not only have rich theoretical and knowledge reserves, but also have A large number of hands-on experience in the online education industry has accumulated relevant experience in business operations, development and management. The project plans to create two platforms for online education video teaching and home-school interactive management in primary and secondary schools to improve and enhance the ability to provide industry solutions. In addition, in view of the shortcomings of existing business models and the needs of the project, it is proposed to build an online education public welfare chain, establish a rural online education center, optimize course value-added services, build intelligent learning scenarios, product quality, service personalization, marketing system. Optimization strategies and solutions. All in all, the online education platform with rural left-behind children as the main user is implementable, and will also have far-reaching influence and positive effects on the development of the online education industry. The innovation of this paper is based on the existing research on the profit model of online education, establishing a clear online education industry chain structure,东南大学硕士学位论文 Abstract V combining the industrial chain and the profit model for research, and the conclusions for the future online education platform enterprises to explore the profit model and It has certain reference significance in the transformation. Secondly, this paper makes a detailed and scientific analysis of the implementation of online education projects for rural left-behind children, and proposes a more perfect optimization strategy and solution, which has certain reference significance for related enterprises to enter the online education market segment. Key-words: Rural left-behind children; Online education; Business mode东南大学硕士学位论文 目录 VI 目 录 摘要............................................................................................................................ I ABSTRACT................................................................................................................III 目 录..........................................................................................................................VI 第一章 绪论..................................................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究目的和意义.............................................................................................2 1.3 研究思路和方法.............................................................................................3 1.4 本文主要内容和结论.....................................................................................3 1.5 可能的创新点和不足.....................................................................................4 第二章 文献综述..........................................................................................................5 2.1 留守儿童.........................................................................................................5 2.1.1 概念界定..............................................................................................5 2.1.2 留守儿童教育......................................................................................5 2.2 在线教育.........................................................................................................6 2.2.1 定义和特点..........................................................................................6 2.2.2 在线教育商业模式研究......................................................................7 2.3 商业模式与平台理论.....................................................................................8 2.3.1 商业模式定义和内涵..........................................................................8 2.3.2 商业模式发展阶段研究......................................................................9 2.3.3 平台理论的发展................................................................................10 2.4 本章小结.......................................................................................................12 第三章 农村留守儿童现状和问题............................................................................13 3.1 基本情况和特征............................................................................................13 3.1.1 总数巨大并缓慢增长........................................................................13 3.1.2 学龄前儿童规模明显增长................................................................13 3.1.3 地域分散而局部分布集中................................................................14 3.2 教育问题成因...............................................................................................15 3.2.1 家庭缺管：家教缺失........................................................................15 3.2.2 学校缺控：育教不足........................................................................15 3.2.3 政府缺位：培教不够........................................................................16 3.2.4 社会缺爱：支教不利........................................................................16东南大学硕士学位论文 目录 VII 3.3 本章小结.......................................................................................................16 第四章 在线教育产业和商业模式............................................................................18 4.1 市场分析.......................................................................................................19 4.1.1 市场规模和产品特征........................................................................19 4.1.2 产业链分析........................................................................................20 4.2 商业模式.......................................................................................................21 4.2.1 内容收费............................................................................................21 4.2.2 增值服务收费....................................................................................22 4.3 本章总结.......................................................................................................23 第五章 农村留守儿童在线教育项目........................................................................26 5.1 项目实施的背景...........................................................................................26 5.1.1 国家政策扶持....................................................................................26 5.1.2 农村互联网的发展............................................................................26 5.2 项目内容概述...............................................................................................27 5.2.1 中小学在线视频教学平台................................................................27 5.2.2 家校互动管理平台............................................................................28 5.2.3 发展战略和目标................................................................................30 5.3 项目经济效益分析.......................................................................................31 5.3.1 项目投资估算....................................................................................31 5.3.2 项目收入估算....................................................................................33 5.3.3 项目成本费用估算............................................................................33 5.3.4 项目盈利能力分析............................................................................34 5.3.5 项目风险分析和对策措施................................................................34 第六章 商业模式实施策略........................................................................................36 6.1 构建在线教育公益链...................................................................................36 6.2 建设乡村在线教育中心...............................................................................36 6.3 实施课程增值付费模式...............................................................................36 6.4 搭建完善智能学习场景...............................................................................37 6.5 推出免流量套餐...........................................................................................37 6.6 产品优质化模式...........................................................................................37 6.7 客户服务个性化模式...................................................................................38 6.8 营销系统化模式...........................................................................................39 第七章 结论和政策....................................................................................................40 7.1 结论...............................................................................................................40 7.2 政策和展望...................................................................................................41东南大学硕士学位论文 目录 VIII 致谢..............................................................................................................................43