A Reasearch On Business Model Of Online Education Based On Value Chain

Chinese people attach great importance to education. The amount of money spending on learning has increased rapidly in the past few years. Considering the competition in the traditional off-line education market is extremely fierce, many educational institutions begin occupying market share in the online education market. Many Internet giants also have entered this field. This paper tries to use value chain theory to analyze the business model of online education industry based on the theory and literature review. According to the position in the online education value chain, the business model of online educational institutions can be classified into content type, platform type, and technology supplier type. Platform type can be further divided into B2 C, B2 B and C2 C. This paper selected the representative institutions of each business model to study their target customers choosing, operating range, value capture mode and strategic management. We summarized the main problems such as the target customers choosing and operating range are too narrow, the value capture model is very single, and the market concentration of online education industry is extremely low. To solve these problems, online education institutions should actively explore the small cities markets and international markets, develop business both online and offline to build a whole value chain educational system, and accelerate development through strategic acquisitions.