Research On Business Model Of Online Education Under The Background Of “Internet +” From Perspective Of First-tier And Second-tier Cities Market Segmentation

With the rapid emergence of “internet +”,online education has been experiencing a rapid development,which has great significance for solving the issue of unbalanced educational resources and improving the level and quality of education for all-round development.In the huge online education market,different online educational services need to be provided to different groups according to their different educational needs.From the perspective of market segmentation,in this thesis a systematic study is carried out on the online education business model in the first-tier and second-tier cities in the context of “internet +”.Based on online education-related value chain theory,market segmentation theory,business model theory,integrated marketing theory and other basic theories,analysis is conducted on the current development situation of online education at home and abroad and its market size and development prospect,using literature method,statistical analysis method,comparative analysis method and other research methods.Taking K-12 education market,higher education market and vocational education market,the three differentiated markets as an example,it systematically investigates the suitable market segments of education industry to integrate with internet,new business model design after integration and the advantages and characteristics of new business model and the practical problems that it can solve.In the end,the matching of market segments and online education business model is studied,according to the characteristics of groups in different market segments and different online education business models.The research finds that for in first、second-tier cities K12 market segment,the optimal business model is to create a new business model centered on physical education and supplemented by online education,with the combined advantages of physical and online education;For higher education market,it is advised to adopt the business model in which online educational textbooks or study materials are used to carry out offline teaching;for vocational education market,an integrated business model is advised,in which teaching materials and practice with online educational functions are developed,online teaching service and recorded lessons are provided.