-I- 摘要 近年来，随着社会经济的发展和生活水平的提高，人们越来越认识到提升 自身综合素质的重要性，使得培训行业迎来了前所未有的发展契机。但随着行 业的发展，各培训机构间同质化竞争现象日趋严重。为了寻求更好的生存和发 展空间，各教育培训机构都在尝试不同的商业模式。W 教育培训机构是一家主 营职业资格证书培训和学历培训的机构，虽然该机构高质量的教学和服务水平 赢得了客户的认可和口碑，但如何通过商业模式改进提高企业竞争力、促进企 业健康稳定发展，仍是 W 教育培训机构亟需解决的问题。 首先，结合所从事的教育培训行业和 W 教育培训机构的实际经营状况，整 理和研究国内外商业模式相关理论，理清商业模式在 W 教育培训机构发展中的 重要性。接着，运用亚历山大·奥斯特瓦德的商业模式画布分析工具，从画布 三大模块九要素，即经营基础模块包括关键业务、合作伙伴、核心资源三要素； 客户模块包括客户细分、客户关系、价值主张、渠道通路四要素；财务模块包 括收入来源、成本结构两要素，针对性地对 W 教育培训机构的现实商业模式和 经营现状进行分析，并整理归纳出在这三个方面与公司战略目标及竞争要求相 比存在的问题。最后，针对 W 教育培训机构商业模式存在的问题提出改进建议。 通过透视 W 教育培训机构的商业模式要素，基本清晰地梳理和提炼出 W 教育培训机构商业模式的优势和改进方法，从而进一步提高 W 教育培训机构的 商业运营效率和盈利能力，为 W 教育培训机构赢得更多竞争优势。并以 W 教 育培训机构作为参照，对培训行业的健康快速发展提供理论依据和技术支持。 关键词：商业模式；培训机构；商业模式画布摘要 -III- Abstract In recent years, with the development of social economy and the improvement of people's living standards, people are increasingly aware of the importance of improving their comprehensive quality, making the training industry ushered in unprecedented opportunities for development. However, with the development, the homogeneous competition among training institutions is becoming more and more serious. In order to find a better space for survival and development, various educational and training institutions are trying different business models. W Educational Training Institution is a professional qualification certificate training and academic training institution. Although its high-quality teaching and service level has won the recognition and praise of customers, how to improve the competitiveness of enterprises and promote the healthy and stable development of enterprises through business model is still an urgent problem for W Educational Training Institution. Firstly, according to the actual operation status of the education and training industry and W educational and training institutions, this paper collates and studies the relevant theories of business models at home and abroad, and clarifies the importance of business models in the development of W educational and training institutions. Then, using Alexander Ostwald's business model canvas analysis tool, from the canvas three modules nine elements, namely, the basic business module includes key business, partners, core resources three elements; customer module includes customer segmentation, customer relationship, value proposition, channel access four elements; financial module includes income sources, cost structure two elements, targeted. This paper analyses the actual business model and operation status of W educational and training institutions, and summarizes the problems existing in these three aspects compared with the company's strategic objectives and competition requirements. Finally, some suggestions are put forward to improve the business model of W educational and training institutions. Through the perspective of the business model elements of W educational and training institutions, the advantages and improvement methods of W educational and training institutions' business model are sorted out and refined, so as to further improve the business operation efficiency and profitability of W educational and training institutions, and win more competitive advantages for W educational and training institutions. With W educational and training institutions as a reference, it provides theoretical basis and technical support for the healthy and rapid development of the training industry. Key words: business model; training institutions; business model canvas目 录 -V- 目 录 摘要................................................................................................................................ I Abstract........................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 研究背景.............................................................................................................1 1.1.1 教育培训行业界定......................................................................................1 1.1.2 教育培训行业发展现状..............................................................................1 1.1.3 W 教育培训机构简介..................................................................................2 1.1.4 W 教育培训机构商业模式改进的必要性..................................................3 1.2 研究意义.............................................................................................................3 1.2.1 有助于更好地解决企业经营中的实际问题..............................................3 1.2.2 提高 W 教育培训机构的核心竞争力........................................................4 1.2.3 研究思路对相关企业有一定启发..............................................................4 1.3 国内外研究现状.................................................................................................4 1.3.1 国外商业模式研究现状..............................................................................4 1.3.2 国内商业模式研究现状..............................................................................5 1.3.3 国内教育培训行业商业模式研究现状......................................................6 1.4 相关理论.............................................................................................................6 1.4.1 商业模式概述..............................................................................................6 1.4.2 奥斯特瓦德商业模式画布..........................................................................7 1.4.3 基于画布的 W 教育培训机构商业模式分析框架....................................7 1.5 研究思路和方法.................................................................................................8 1.5.1 研究思路......................................................................................................8 1.5.2 研究方法......................................................................................................9 第 2 章 基于画布的 W 教育培训机构经营基础模块分析......................................11 2.1 W 教育培训机构关键业务分析.......................................................................11 2.1.1 W 教育培训机构产品分析........................................................................11 2.1.2 W 教育培训机构组织结构分析................................................................12 2.1.3 W 教育培训机构运营流程分析................................................................13 2.2 W 教育培训机构核心资源分析.......................................................................15 2.3 W 教育培训机构重要合作分析.......................................................................16 2.3.1 W 教育培训机构合作伙伴建立................................................................16 2.3.2 W 教育培训机构合作伙伴类型................................................................17 北京工业大学工商管理硕士专业学位论文 -VI- 2.4 本章小结...........................................................................................................18 第 3 章 基于画布的 W 教育培训机构客户模块分析..............................................19 3.1 W 教育培训机构价值主张分析.......................................................................19 3.1.1 问卷设计.....................