Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Study on the Profit Model of Online Training in S Company
by
Liu Min
Supervisor: Prof. Yang Changhong
Associate Supervisor: Li Bingliang
December 2021

摘
要
当今是以信息技术为主导的时代，互联网信息技术的不断发展与进步促进了知识
经济的急速成长。人们为了获得更好的平台，掌握专业的职业技能，越来越注重培训
的作用。在互联网浪潮的推动下，传统的培训受到冲击，一种新的培训模式由此诞生，
在线培训作为一种新型的培训模式，以其不受时间地域限制的优势，席卷整个行业。
2020年初新型冠状肺炎突然爆发，虽然对经济、社会、教育等带来了影响，但也同时
推动了在线培训的进一步发展。2021年 6月 1日国家市场监管总局召开新闻发布会，
对中小学校外培训机构进行乱象整治，谈及未来的培训政策以及环境趋势，成人阶段
的职业培训会得到更多鼓励性政策，加之 2021年 9月 1日秋季开学“双减”政策全
面实施，势必大量中小学培训企业转型到成人在线培训行业，因此又进一步加大了成
人在线培训行业的竞争，如果想要在竞争中保持优势，符合自身成长的盈利模式至关
重要。
作为一种新的商业模式，在线培训凭借特有的多样化、开放性、个性化、非时空
限制及实用便捷性等特点，吸引越来越多的企业进入到该行业，行业竞争越来越激烈。
企业如何获取稳定持久的利润，符合自身成长的盈利模式至关重要。
随着电商的兴起，S公司用直播电商思维，独创直播授课矩阵模式开创新的营销
先河，本文主要通过案例分析法、文献研究法、定量分析法和问卷调查法对 S公司的
盈利模式进行研究，首先介绍研究背景、意义，其次系统阐述相关理论概念，结合 S
公司实际情况，利用斯莱沃斯基盈利模式理论开展分析，选取财务指标从利润成本、
盈利能力等方面对 S公司盈利模式进行评价，另外结合消费者购买意愿调查结果进一
步探讨 S公司的盈利模式，最后对于 S公司盈利模式所存在的问题，提出具体的解决
措施，制定出特色有效的盈利模式，力争在行业中脱颖而出。
关键词：在线培训盈利模式直播矩阵增值服务收费模式
I

ABSTRACT
Today is an era dominated by information technology, the continuous development
and progress of Internet information technology has promoted the rapid growth of
knowledge economy. In order to get a better platform and master professional skills, people
pay more and more attention to the role of training. Driven by the wave of Internet,
traditional training has been impacted and a new training mode has been born. Online
training, as a new training mode, has swept the whole industry with its advantages of being
not limited by time and region. The sudden outbreak of COVID-19 in early 2020 has
brought economic, social and educational impacts, but also promoted the further
development of online training. On June 1, 2021, the State Administration for Market
Regulation held a press conference to clean up the disorder of after-school training
institutions of primary and secondary schools, and talked about the future training policies
and environmental trends. Vocational training for adults will receive more encouraging
policies. In addition, the "double reduction" policy will be fully implemented on September
1, 2021. It is bound to transform a large number of primary and secondary school training
enterprises into the adult online training industry, so it further increases the competition in
the adult online training industry. If you want to maintain advantages in the competition,
the profit model in line with their own growth is crucial.
As a new business model, online training with characteristic of diversity, openness,
personalization, the limit of time and space and convenience used, etc, to attract more and
more enterprises to enter the industry, the increasingly fierce industry competition,
enterprise how to obtain lasting stable profits, conform to the profit pattern of growth is
critical.
With the rise of electric business, company S business thinking, with live electricity
original live teaching matrix model creating new marketing here, in this paper, through case
analysis, literature research, quantitative analysis and questionnaire investigation method to
study the profit pattern of S company, first introduced the research background,
significance, secondly system on the concept, related theory in combination with the
practical situation of S company, Analysis conducted by slywotzky profit model, and select
financial indicators from profit cost, profitability, etc to evaluate company S profit model,
III
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