大连理工大学专业学位硕士学位论文
摘
要
中国在线教育的市场规模逐步扩大且稳定发展，2020年新冠疫情促使了在线教育用
户快速增长，在疫情过后的2021年国家颁布了“双减”政策，旨在为学生减负和对教育
行业的制度进行更加完善的监控和管理，这对整个教育行业产生了很大的影响。VIPKID
公司是一家创立7年的英语在线教育品牌，在通讯技术和移动互联网高速发展时期，自
主开创研发教学平台，聘用北美外教为中国学生提供一对一的在线英语教学服。VIPKID
在成立后得到资本市场的认可，经历了蓬勃增长，但也面临着多年未盈利的商业模式困
境，在新政策颁布的背景下，VIPKID亟需转型。本论文以此公司的发展现状与商业模式
困境为切入点，对VIPKID的商业模式问题进行分析，并在此基础上提出了商业模式创新
的解决方案和保障措施。
本论文采用案例分析的方法，在案例介绍部分首先对 VIPKID公司的基本概况进行
介绍，然后介绍了整个在线教育行业的发展背景和主要竞争对手的商业模式特点，接着
对 VIPKID公司现有的商业模式和迅猛发展后的瓶颈进行了介绍。按照提出问题、分析
问题、解决问题的方法和思路，运用魏朱商业模式六要素理论分别从定位问题分析、关
键资源能力问题分析、成本结构问题分析、盈利模式问题分析等方面，对 VIPKID的商
业模式问题进行分析，并结合在线教育企业面对“双减”政策的转型和创新的方向，对
企业发展给出了对策和建议，制定了 VIPKID 商业模式创新的目标，从改变企业定位，
完善其业务体系中的利益相关者及其之间的交易，重新整合其关键性资源和能力，优化
其盈利模式这几个方面对 VIPKID公司进行了商业模式创新设计。
教育行业的“双减”政策颁布和落地为商业模式创新带来了新的机遇和挑战，本论
文可以指导企业如何通过建立创新型商业模式来积极应对政策和行业的变化以达到可
持续性地发展，有利于 VIPKID公司拓展创新型商业模式，解决企业的发展瓶颈，增强
其在教育行业内的综合竞争力，提高企业的营业利润，同时也对同类型的在线教育企业
发展有借鉴的意义。
关键词：商业模式创新；VIPKID；在线教育；“双减”政策
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VIPKID公司商业模式创新的案例研究
Case Study on the Business Model Innovation of VIPKID Company
Abstract
The scale of China's online education market is gradually developing and expanding. The
epidemic of COVID-19 in 2020 has prompted a rapid growth of online education. After the
epidemic has eased, General Office of the State Council has issued a "double reduction" policy
in 2021, which aims to reduce the burden on students and carry out more complete monitoring
and management on education, which has a great impact on the entire education industry.
VIPKID is a Chinese famous English online education brand with 7 years' history. During the
rapid development of communication technology and mobile Internet, it independently created
an online education platform and hired thousands of foreign teachers from North American to
provide Chinese students with one-to-one online English teaching services. VIPKID has been
recognized by the capital market since its establishment and has experienced vigorous growth,
but it is also facing the dilemma of a business model that it has not been profitable for many
years. Under the background of the promulgation of the "double reduction" policy, VIPKID is
in urgent need of transformation.
This thesis adopts the method of case analysis. It firstly introduces the basic overview of
VIPKID, then introduces the development background of the entire online education industry
and the characteristics of the business model of the main competitors, and then discusses the
existing business models and bottlenecks of VIPKID after rapid development. The thesis uses
Wei Zhu’s six elements theory of business model to analyze VIPKID’s business model from
positioning analysis, key resource capacity analysis, cost structure analysis, and profit model
analysis, etc. Combined with the transformation and innovation direction of online education
industry under the "double reduction" policy, countermeasures and suggestions are given to the
development of an innovative business model for VIPKID from changing the company's
positioning, re-integrating its key resources and capabilities, optimizing its profit sources and
creating favorable cash flow.
The promulgation and implementation of the "double reduction" policy has brought new
opportunities and challenges to business model innovation in the education industry. This thesis
can guide the education companies on how to adapt to the changes and develop sustainably,
which is beneficial for VIPKID to develop innovative business models, solve the bottleneck of
the company's development, enhance its comprehensive competitiveness, and increase the
company's profit. At the same time, it also has a reference to the development of similar online
education companies.
Key words: Business Model Innovation; VIPKID; Online education; Double Reduction Policy
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景及研究意义....................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 3
1.2 研究设计........................................................................................................... 3
1.2.1 研究方法................................................................................................ 3
1.2.2 技术路线................................................................................................ 4
1.3 论文内容结构与安排....................................................................................... 5
2 案例正文...................................................................................................................... 6
2.1 VIPKID公司概况 ............................................................................................ 6
2.2 行业背景........................................................................................................... 9
2.2.1 互联网教育行业背景............................................................................ 9
2.2.2 主要竞争对手...................................................................................... 12
2.3 VIPKID商业模式现状 .................................................................................. 15
2.4 VIPKID商业模式困境 .................................................................................. 16
2.4.1 定位高端人群市场增长缓慢.............................................................. 16
2.4.2 教师资源难以保障.............................................................................. 16
2.4.3 运营成本居高不下.............................................................................. 17
2.4.4 盈利模式单一...................................................................................... 18
2.4.5 政策监管风险增大.............................................................................. 18
3 案例分析.................................................................................................................... 21
3.1 相关理论......................................................................................................... 21
3.1.1 商业模式的定义.................................................................................. 21
3.1.2 商业模式的构成要素.......................................................................... 21
3.1.3 商业模式创新驱动因素........................................