The Research On Optimization Of Business Model Of Talkweb Education Company

Talkweb Education Company is a well-known mobile internet education company in Hunan Province.After successful merger and acquisition of three domestic online education enterprises in 2015,Talkweb Educat ion Company has completed the layout of online education industry focusing on the K12 field,and formulated a strategic vision to build an online education ecosphere aged 0-18,which has been favored by investors and the market.However,in the past two ye ars,with the intensification of online education market competition and the gradual return of educational users to rationality,the profitability of the company's products has continued to decline and its performance has been poor.Under the current situa tion,it is urgent to diagnose and optimize the business model of Tuowi Education Company in an all-round way,so as to meet the changing market development needs in the future.This paper summarizes the research literature and related theories of online education business model at home and abroad,and extracts the theoretical basis of this paper.The nine elements analysis model of business model focuses on the diagnosis and analysis of the value proposition,channel access,user relationship,core resources and cost structure of the company's online education products,identifies the existing problems,defines the user demand level and product service scenario using the value chain theory,excavates the core value proposition of the company's educational products,and creates the ecological closed-loop of the product.Bit theory,facing managers,proposes to build a comprehensive and efficient product sales channel system to enhance the core channel value development capabilities;using customer relationship management theory,suggests that business departments use information technology to build user portraits based on big data of education,enhance product personality service capabilities,improve user experience perception;and use resource-based theory to market and business departments.It is proposed to integrate the internal educational resources of the company and introduce industry innovative resources to make up for the shortcomings of the current company's product resources.Using transaction cost theory,it is proposed to strengthen the ability of process cost control management in the financial sector,to improve unit value output around cash flow products,and to achieve the goal of leading the total cost.At the same time,from the aspects of corporate culture,product process,human resources,financial support and so on,the safeguard measures are put forward to ensure the smooth implementation of the business model optimization design scheme.Based on the current situation of online education in China,this paper takes Tuowi Education Company as an example to analyze its business model.On the basis of analyzing the core business elements,this paper formulates a set of optimization design schemes to promote the smooth operation of the company.The research results can provide reference for the analysis and improvement of the business model of the same industry companies.