A Research On The Optimization Of Hujiang’s Online Education Business Model

In recent years,with the continuous improvement of Internet infrastructure,the rapid development of mobile Internet technology,as well as the popularization of smart terminal equipment and 4G mobile network,online learning has become an important way for people to receive education since it allows people to be free from time and space constraints.After more than 20 years of development,both the user scale and industrial scale of online education in China are still growing.With the deep integration of online education and technologies such as big data,cloud computing,and artificial intelligence,as well as the landing of 5G wireless network technology,China’s online education industry will soon meet another chance for rapid development.In addition,the novel coronavirus pneumonia(NCP)broke out in late 2019 in China.The government’s strict epidemic prevention and control measures triggered a burst of demand for online education,which highlighted the necessity and urgency of developing the industry.Due to the promising market prospect,online education industry has been attracting many entrepreneurs and investors to land their entrepreneurial projects,so the competition is extremely fierce.In order to strive for survive,the exploration and improvement of business model is particularly important for online education enterprises.In this context,this study takes Hujiang,a representative enterprise of online education,as the research object,and uses case analysis method to analyze the evolution process of its business model,as well as the existing problems of its current business model,and puts forward targeted optimization scheme and implementation suggestions.First of all,the paper reviews the relevant theories of business model design to provide theoretical guidance for the research.Secondly,this paper analyzes the macro environment and competitive situation of the online education industry in China,points out that there is a great development opportunity for online education industry in the segment of online tutoring for K12 students,affirms the bargaining power of online education content providers.But the online education industry is also facing threats,for example,compared with customers,the bargaining power of online education enterprises is in a weak position.Besides,online education faces competitive pressure from offline education and other alternatives.Thirdly,Based on the Nine-Element Business Model Theory put forward by Alexander Osterwalder,this paper analyzes the evolution of business model of Hujiang,and concludes that the main reasons for the change of its business model are changes in technologies,customer demands,the aggravation of market competition,and the promotion of entrepreneurship.In addition,It also points out two problems exposed in the historical development of Hujiang,that is,the timing of several transformations is not good enough,the pursuit of technology goes beyond the pursuit of education,and they have a certain impact on the problems existing in the current business model of Hujiang in terms of value realization spectrum,product service dependency and recognition consistency.Finally,based on the problems existing in the business model of Hujiang,this paper puts forward the optimization measures that Hujiang needs to take in terms of marketing channels,platform construction,curriculum system,integration of technology and education,construction of teaching staff and customer relationship,etc.