基于虚拟价值链理论的在线教育产业盈利模式研究

The research on industry profit model of online education based on virtual value chain theory

在线教育因新颖独特的形式优势,契合了当下的消费需求,其市场潜力逐渐被看好。但在发展初始阶段所面临的诸多瓶颈问题,如内容生产与呈现的机制不明,学习效果评价不清,盈利模式不足等问题都制约着产业发展。结合虚拟价值链理论,通过对在线教育产业价值链中微观层面的考察,系统分析在线教育产业盈利模式的问题、构建及可行的优化路径。

Online education has been optimistic in the market potential because of its novel and unique form advantages which fit the current consumer demand. However,many bottlenecks have been faced in the initial stage of development,such as the mechanism unclear in content production and presentation,unclear evaluation of learning effects,insufficient profit model,and so on. All of these problems constrain industrial development. Combining with the theory of virtual value chain,through the investigation of the micro-level of the online education industry value chain,this paper systematically analyzes the problems,construction and feasible optimization path of the online education industry profit model.