疫情背景下新东方在线课堂销量的影响因素分析

Analysis of Influencing Factors of New Oriental Online Sales in Post Pandemic Era

为了更好地探讨后疫情时代下在线教育的发展,以目前国内主要在线教育平台新东方在线为研究对象选取课程销量即报名人数为因变量,课程价格、课程时长、课程内容作为自变量,并引入虚拟变量对课程内容这一分类变量进行处理。结果表明课程时长、四六级考试对课程销量起积极影响,考研课程、教师资格考试、雅思托福课程对课程销量起负面影响,最后对新东方在线平台提出建议,为在线教育行业发展提供参考。

In order to better explore the development of online education in the post epidemic era,this paper proposes a mode for New Oriental online education platform.This paper selects the course sales volume,that is,the number of applicants,as the dependent variable,and the course price,course duration and course content as the independent variables,and introduces the virtual variable to process the course content.The results show that the course length and CET-4 and CET-6 have a positive impact on the course sales,while the postgraduate entrance examination course,teacher qualification examination and IELTS TOEFL course have a negative impact on the course sales.Finally,the paper puts forward some suggestions for the New Oriental online platform to provide reference for the development of online education industry.