"computer Education" Business Model Change Research

In short, business model is the way an enterprise using to earn its profit. Having more than one hundred years history, Western media companies are the first to find the'Circulation & Advertisement 2-stage business model', and fulfilled it along their later developments. From 1980's, this business model was imported to China, and have been adopted by IT newspapers, metropolitan newspapers, and business newspapers nationwide. Since the arrival of New Millennium, this traditional business model began to facing more and more challenges from the burst of Internet, especially for newspapers whose revenue coming from only one market segment, such as IT newspapers.With the continuing penetrate of Internet, everybody realize that the'Digital Media'is the final destination of the newspapers, but there are still arguments on how to reform the current business model and achieve that goal. Until now, from institute study to onsite practice, from progressive to radical, there are dozens of models have been developed. Following are some typical models: building newspaper's own website, pay before read; building mobile newspaper or e-Zine, get revenue from mobile value-added applications; focusing on specific vertical industries, get revenue from events and seminars; Stopping the paper version, focusing on websites immediately, etc. A newspaper couldn't simply copy either of the above models and must find its own way since those models all have successful and failure stories.This paper attempts to use the first-hand financial data and other materials of China Computer Education (CCE), trying to find the internal and external reasons of the failure of its original business model. Based on its status quo, a multi-products & multi-platform business model which has data layer, content layer, products layer, needs on-demand layer and integrated marketing layer is designed to help CCE starting the reform and building its new business model for the future.