论文从运用国学经典引入胎教和早教的模式的角度出发，结合国内各类早教
机构发展的现状，通过文献研究法和问卷调研法，运用商业模式的相关理论，围
绕輶谦学堂创业项目的市场定位、关键资源、业务系统、盈利方式等四个方面，
对輶谦学堂创业项目的商业模式进行了创新设计和研究分析
本文在上述分析研究的基础上，通过归纳演义的方式提炼出輶谦学堂创业项
目商业模式的设计。通过案例研究法，将本项目与传统早教机构（以都市蓝精灵
潜能开发中心为代表）和传统国学幼儿园（以台州椒江国学幼儿园为代表），从
机构的目标客户定位、课程设置、盈利方式和价值创造等四个方面比较分析，项
目扩大了目标客户的年龄跨度（0-6 岁和孕妇均为目标客户），转换了客户家长
的角色定位，不同于传统早教机构的课程设置和盈利模式，充分利用共享理念和
品牌经营思路，打造輶谦学堂全新的商业模式，在项目获利的同时，创造出深远
的社会价值
关键词：商业模式，商业模式创新，国学经典，早教国学经典早教商业模式创新研究—以輶谦学堂创业项目为例
III
Business Model of Chinese Classics Early Education
Innovation Research： A Case Study of the Youqian Home
School Entrepreneurial Project
Abstract
With the full implementation of two-child policy, China will usher in many births
of the infants. In such a competitive society, the early education is paid more and
more attention. Many parents start to try and explore the antenatal training and early
education in the different levels, in order to prevent children losing at the beginning
point. Coupled with development of the various researches of antenatal training
theory and early education theory , especially in recent years, with the upsurge in
Chinese classics, early education institutions in various regions dub the early activities
in the name of Chinese Culture Studies**, traditional * *, classical * *, but it is
a mere formality. I found how to apply Chinese classics education in antenatal
training and early education in a certain form is a new attempt in the business model
innovation of Chinese classics early education.
This paper from the use of fetal education and early childhood education into
Chinese Classic model point of view, combined with the development status of
domestic development institutions, through literature research and questionnaire
survey, using the related theories of business model, four aspects focus on market
positioning, business systems, key resource, profit model, research and analyses the
essential factor for the design of venture business model of The Youqian Home
School Entrepreneurial Project.
Based on the above analysis and research, refine the design of business model of
the Youqian Home School Entrepreneurial Project, through the induction and
deduction way. Through the case study, compare the Entrepreneurial Project with the
traditional early educational institutions (Represented by the City Smerfy Potential
Development Center) and traditional Chinese Classics kindergarten (Represented by
the Taizhou Jiaojiang Chinese Classics Kindergarten), from the four aspects of the
target customer positioning, course offered, profit and value creation. The
Entrepreneurial Project expand the age span of target customers (0-6 years old infants
and pregnant women are the target customers), changed the roles of the customer&39;s
parents, different from the course offered and profit model of the traditional early
educational institutions. Objectively, while the project is profitable,浙江工业大学硕士学位论文
IV
we create a profound social value.
This report concludes that the project can provide the practical guidance for the
implementation of the Youqian home school entrepreneurial projects, also has the
certain enlightenment function to promote business model innovation of the domestic
early education institutions.
Keywords: Business Model, Business Model Innovation, Chinese Classics, Early
Education国学经典早教商业模式创新研究—以輶谦学堂创业项目为例
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目录
摘要..........I
Abstract.III
1. 绪论........1
1.1 研究背景..1
1.2 研究目的和意义..2
1.3 研究方法及内容..2
1.3.1 研究方法.......2
1.3.2 研究内容.......2
2. 文献综述及相关概念界定.......5
2.1 文献综述...5
2.1.1 关于商业模式概念的文献综述.......5
2.1.2 关于商业模式的要素的文献综述...8
2.1.3 关于商业模式创新的文献综述.....10
2.2 创业项目商业模式创新的概念与内涵12
2.2.1 本文对商业模式的定义.....12
2.2.2 创业项目商业模式创新.....12
3. 輶谦学堂创业项目构成要素分析.....15
3.1 关于国学经典和輶谦学堂........15
3.1.1 国学经典的概念.....15
3.1.2 早教.15
3.1.3 关于輶谦学堂..........15
3.2 市场定位16
3.2.1 项目市场环境.........16
3.2.2 市场需求分析.........17
3.2.3 目标市场细分.........20
3.2.4 目标市场的选择.....24
3.3 业务系统25
3.3.1 上游供应者.25
3.3.2 下游购买者.25
3.3.3 行业新进入者.........26
3.3.4 替代品.........26浙江工业大学硕士学位论文
VI
3.3.5 行业内现有竞争者.27
3.3.6 輶谦学堂在业务系统中的形式.....28
3.4 核心资源能力.....28
3.4.1 物质资源.....29
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