Research On Business Model Optimization Of Education Information Enterprises PR Company

With the continuous promotion of the national education informatization strategy,policies such as "The ten-year development plan for educational informatization(2011-2020)" and "Education informatization 2.0" have been issued successively.The information environment of our country has been greatly improved,open and diversified.It is in a vigorous development stage.PR company,which is an educational information enterprise,chosen as the research object of this paper,has maintained steady growth in customer quantity and operating income since its establishment in2013,but the growth rate has slowed down obviously in recent two years,which is not in line with the growing market demand and favorable policy environment.With the development of market environment,PR company’s business model has not been adjusted.In view of this,this paper focuses on the following three issues: "How the educational information market environment of PR company has changed","Whether the existing business model has competitive advantage",and "How to optimize the existing business model".Firstly,the paper analyzes the operation of PR company by using PEST analysis model and six elements of enterprise micro environment,and finds that both the macro environment and micro environment of PR company have changed.The education policy has entered 2.0 from education informatization 1.0.The development of social economy makes the scale of educational information increasing.The progress of information technology promotes the sustainable development and upgrading of new products in the education information industry.PR company has established a solid relationship to serve the needs of customers.Then,the paper uses business model canvas to sort out the basic framework of existing business model.The competitive advantage of PR company’s existing business model is value proposition,key business and partner through SWOT analysis model.The narrow channel and the single income source are the bottleneck of development,which hinders the further development of PR company.Then,according to the five business level strategies,the paper concludes that PR company needs to adopt differentiated business strategy.Then,combined with the analysis of the business model in the previous article,the paper explores the optimization path of PR company business model by using the value innovation theory.From the perspective of resource driven,supply driven,customer driven and financial driven,the paper explores the impact of each driving perspective on other modules,and obtains the optimization path of PR company in customer segmentation and key business modules.Finally,the optimized business model and the original model are compared and evaluated.It is found that effective cooperation mechanism can be established between the two business models.The optimized business model solves the current development dilemma and can bring the continuous development of PR company.Through this study,the author summarizes and draws lessons from the domestic and foreign scholars on business model and innovation related research,combined with business model canvas and value innovation theory,analyzes and optimizes the business model of PR company in educational information enterprise.The research of this paper is of great practical significance to PR company,and it is of great reference for the optimization of business model of other enterprises of the same type in the educational information industry.There are 28 pictures,15 tables and 62 references.