Research On The Profit Model Of Online Education Enterprise M Company From The Perspective Of Value Chain

The development of education is of decisive significance to the great rejuvenation of the Chinese nation,and education is a way to change the fate of individual families.With the popularization of network technology,online education has entered people’s field of vision.In early 2020,the online teaching model of "suspending classes without stopping learning and teaching without stopping" during the COVID-19 epidemic has brought opportunities for the development of online education companies.However,the more companies that flood into the online education industry,the more intense the market competition is.Most online education companies are still in the stage of high investment and low income,and only a few online education companies have achieved their real profit goals.Online education enterprises find out a profit model suitable for their own sustainable development,which is conducive to the sustainable development of enterprises and the development of education in my country.This paper uses the case analysis method,and through the literature search and comparative research method to analyze the traditional profit model of the case company M,and optimizes the company’s profit model from the perspective of the value chain with the help of the value chain.It not only uses the conventional financial ratio analysis,but also introduces the DEA model efficiency analysis,which effectively reflects the impact of non-financial indicators on efficiency.It enriches the research results in the field of online education enterprise profit model,and at the same time,it is expected to provide reference for the development of other online education enterprises and promote the healthy and sound development of the entire online education industry.According to the idea of "discovering problems-analyzing problems-solving problems",this paper summarizes the current profit model of M company,and uses the four elements of profit model profit source,profit point,profit lever and profit barrier to analyze the problems existing in the traditional profit model;with the help of value From the perspective of internal value chain,external vertical value chain and external horizontal value chain,we explore the reasons for the problems of profit model;at the same time,we analyze and study the optimization strategy of profit model from the perspective of value chain;finally,through the financial ratio The method of analysis and DEA model efficiency analysis comprehensively and systematically evaluates the effect of profit model optimization,and summarizes and proposes three profit models of online education enterprises from the perspective of value chain.Through the analysis of the case companies,this paper draws the following conclusions: First,as a content provider,the online education company M has three main traditional profit models,namely content charging mode,value-added service charging mode and membership charging mode.The value chain of online education enterprises is analyzed according to the internal value chain,the external vertical value chain and the external horizontal value chain.The internal value chain is the key to its profitability and the main force for forming its core competitiveness.Second,the adjustment of the profit model in the value chain can help companies improve their profitability.To optimize and innovate the model from the perspective of the value chain,the value chain splitting model should be implemented based on the internal value chain,the value chain extrusion model should be implemented based on the external vertical value chain,and the value chain integration and expansion model should be implemented based on the external horizontal value chain.Optimizing the profit model from the perspective of the value chain has a positive effect on tapping the potential of consumer demand and achieving multi-dimensional profit goals.