I 摘要 随着在线教育事业的不断发展，市场竞争也越来越激烈。这种激烈的竞争表面看是 各在线教育公司市场竞争力的较量，实际是公司各自商业模式的比拼。本文特选择新东 方在线这一国内知名的品牌在线教育服务供应商，基于其良好的客户体验和产品内容开 发能力，领先的总营收和盈利状况，以及强大的关键资源和能力，来研究它的商业模式 创新问题。 本文基于对新东方在线的现状分析，通过对公司现有商业模式的解读、创新和评价， 来研究其商业模式创新的可能性。通过对新东方在线商业模式多个要素的改变，促进了 其商业模式的创新过程，在提高自身竞争力的同时，也给市场中其他现有的和潜在的在 线教育公司提供了参考。另外，国内外在商业模式领域有一定研究的权威专家学者的书 籍，关于在线教育独特的文献研究，以及专业数据公司的最新资料，为本次论文的完成 提供了一定的基础理论依据、创新思路和方法以及说服力。 此次论文基于对商业模式相关理论的理解，通过分析研究公司的发展现状，对其现 有商业模式六个要素进行分析，研究出了其商业模式创新的思路和方法，构建出了公司 新的商业模式模型，并且对新的商业模式进行评价，最终确定这样的创新是可行的。本 文最终提出了改变企业定位，完善业务系统利益相关者及其交易，重新整合关键资源和 能力，优化盈利来源并改变计价方式，增加现金投资并借助金融工具创造有利现金流， 最后促进企业价值的提高这样的商业模式创新方案。最后通过组织与制度层面、资金与 财务层面、技术层面以及企业文化层面四个层面的措施，来保障公司商业模式的创新顺 利落地。本论文写作过程中熟悉了“魏朱六要素商业模式”理论和模型，研究了新东方 在线商业模式创新的问题，也为他人就国内在线教育机构商业模式创新的进一步研究提 供参考。 关键词，在线教育，基础教育，商业模式创新西北大学硕士学位论文 II ABSTRACT With the development of online education, the market competition is becoming more and more fierce. This kind of fierce competition is the competition of the market competitiveness of online education companies on the surface, but actually it is the competition of their business models. This paper selects new Oriental online, a well-known brand online education service provider in China, to study its business model innovation based on its good customer experience and product content development ability, leading total revenue and profitability, as well as strong key resources and capabilities. Based on the analysis of the current situation of new Oriental online, this paper studies the possibility of its business model innovation through the interpretation, innovation and evaluation of the company's existing business model. By changing several elements of new Oriental's online business model, the innovation process of its business model is promoted, which not only improves its own competitiveness, but also provides a reference for other existing and potential online education companies in the market. In addition, there are books of some authoritative experts and scholars in the field of business model at home and abroad, unique literature research on online education, and the latest data of professional data companies, which provide sufficient basic theoretical basis, unique innovative ideas and methods, and great persuasiveness for the completion of this paper. This paper based on the understanding of the business model relevant theories, the development of the company by analyzing the present research situation, analyzes its existing business model of six elements, developed the business model innovation ideas and methods, construct the company's new business model, and evaluate the new business model, eventually determine such innovation is feasible. In the end, this paper proposes such innovative business model solutions as changing enterprise positioning, improving business system stakeholders and their transactions, reintegrating key resources and capabilities, optimizing profit sources and changing valuation methods, increasing cash investment and creating favorable cash flow with financial instruments, and finally promoting the improvement of enterprise value. Finally, the innovation of the company's business model is guaranteed to be successfully implemented through the measures of four levels, namely, the organizational and institutional level, the capital and financial level, the technical level andABSTRACT III the corporate culture level. This paper through the novel topic, familiar with the wei and zhu six elements business model theory and model, the study of new Oriental online business model innovation, but also for others on the domestic online education institutions business model innovation to provide a reference for further research. Keywords:online tutoring,basic education, innovation of business model西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 导论...................................................................................................................... 1 1.1 选题背景.................................................................................................................. 1 1.2 研究的目的与意义.................................................................................................. 1 1.2.1 研究的目的....................................................................................................... 1 1.2.2 研究的意义....................................................................................................... 1 1.3 研究的思路及方法.................................................................................................. 2 1.3.1 研究的思路....................................................................................................... 2 1.3.2 研究的方法....................................................................................................... 2 1.4 研究的内容及框架.................................................................................................. 2 1.4.1 研究的内容....................................................................................................... 2 1.4.2 研究的框架....................................................................................................... 3 第二章 商业模式相关理论综述...................................................................................... 5 2.1 商业模式基本理论.................................................................................................. 5 2.1.1 商业模式的概念............................................................................................... 5 2.1.2 商业模式的特点............................................................................................... 6 2.1.3 商业模式的演变过程....................................................................................... 7 2.2 商业模式构成要素解读.......................................................................................... 8 2.2.1 定位................................................................................................................... 8 2.2.2 业务系统........................................................................................................... 9 2.2.3 关键资源能力................................................................................................... 9 2.2.4 盈利模式........................................................................................................... 9 2.2.5 现金流结构..................................................................................................... 10 2.2.6 企业价值......................................................................................................... 10 2.3 商业模式创新分析.................................................................................................11目 录 V 2.3.1 商业模式创新的原因 ..................................................................................... 11 2.3.2 商业模式创新的维度 .....................................................................................12 2.3.3 商业模式创新的方向 .....................................................................................13 2.3.4 商业模式创新面临的挑战 .............................................................................14 第三章 新东方在线发展现状及现有商业模式分析....................................................16 3.1 新东方在线发展现状 ............................................................................................16 3.1.1 报名收入和付费人数高度增长 .....................................................................16 3.1.2 付费开支持续降低 .........................................................................................17 3.1.3 纯利出现负增长 .............................................................................................17 3.1.4 市场竞争力领先同行 .....................................................................................18 3.2 新东方在线存在的问题及原因 ............................................................................18 3.2.1 市场高度分散 .................................................................................................18 3.2.2 获客成本大幅增加 .........................................................................................19 3.2.3 监管风险增大 .................................................................................................20 3.3 新东方在线现有商业模式分析 ............................................................................21 3.3.1 各要素及缺点分析 .........................................................................................21 3.3.2 客户价值分析 .................................................................................................29 3.3.3 盈利模式分析 .................................................................................................30 第四章 新东方在线商业模式创新设计........................................................................32 4.1 新东方在线商业模式创新的目标及原则 ............................................................32 4.1.1 创新的目标 .....................................................................................................32 4.1.2 创新的原则 .....................................................................................................33 4.2 新东方在线商业模式创新方案设计....................................................................33 4.2.1 改变公司定位 .................................................................................................34 4.2.2 完善业务系统利益相关者及交易 .................................................................34 4.2.3 重新整合关键资源和能力 .............................................................................35 4.2.4 优化盈利来源并改变计价方式 .....................................................................36 4.2.5 增加现金投资并借助金融工具创造有利现金流 .........................................36 4.3 新东方在线商业模式创新方案评价 ....................................................................38 4.3.1 宏观环境评价 .................................................................................................39西北大学硕士学位论文 VI 4.3.2 产业环境评价................................................................................................. 40 4.3.3 内部环境评价................................................................................................. 41 第五章 新东方在线商业模式创新措施保障................................................................ 43 5.1 组织与制度措施.................................................................................................... 43 5.1.1 组织保障措施................................................................................................. 43 5.1.2 制度保障措施................................................................................................. 43 5.2 资金与财务措施.................................................................................................... 44 5.2.1 资金支持措施................................................................................................. 44 5.2.2 财务管理措施................................................................................................. 44 5.3 技术层面措施........................................................................................................ 44 5.3.1 视屏和音频处理方面..................................................................................... 45 5.3.2 平台建设和支付方面..................................................................................... 45 5.3.3 大数据分析方面............................................................................................. 45 5.4 文化保障措施........................................................................................................ 45 5.4.1 建立“拥抱创新”式企业文化 ......................................................................... 46 5.4.2 促进企业文化与商业模式创新结合............................................................. 46 第六章 基本结论与进一步需要研究的问题................................................................ 47 6.1 基本结论................................................................................................................ 47 6.1.1 商业模式创新影响公司盈利......................................................................... 47 6.1.2 商业模式创新帮助公司创造客户价值......................................................... 47 6.1.3 商业模式创新促进公司提升市场竞争力..................................................... 47 6.2 需要进一步研究的问题........................................................................................ 48 6.2.1 对未来在线教育发展的影响......................................................................... 48 6.2.2 对未来在线教育发展的意义......................................................................... 48