近几年，在线教育事业迅速发展，在线教育机构数量增多，行业竞争更加激烈，这种竞争表面上是在线教育机构的竞争，但实际上，这是公司各自商业模式的竞争。论文通过对在线教育机构盈利能力、收入水平以及产品内容开发能力或者客户体验的综合分析，选择了国内具有一定影响力的职业教育品牌A在线教育机构。研究它的商业模式的创新问题。

    A在线教育机构成立于本世纪初，至今已经有19年的历史，自从开始发展在线教育以后机构的市场占有率不断提升，然而近几年的主营业务增长速度明显放缓。在线教育行业已经从飞速发展阶段进入白热化的竞争时期，逐渐失去了流量红利，迫切需要重新洗牌，在线教育机构要保证自身盈利能力，就必须对商业模式进行重新规划。论文基于对商业模式以及理论以及价值网理论的整理和述评，对国内外关于商业模式的分析和研究进行总结，分析当前国内在线教育行业市场细分情况、行业发展现状以及职业培训，选择我国职业教育品牌A在线教育机构作为案例机构，对其商业模式进行重点分析，讨论A在线教育机构商业模式的不足，深入分析产生问题的原因，主要是由于对互联网信息技术的利用不够深入、合作伙伴不够多、盈利水平不高、收入来源不够丰富以及获客成本高和业务范围不宽等等。在此基础上综合考虑在线教育行业的特点对在线教育行业的商业模式的构成要素加以明确，分别是收益来源、合作伙伴、盈利模式、渠道模式、组织模式、产品与业务范围以及顾客价值和目标客户，结合A在线教育机构的实际情况重新设计商业模式，提出A在线教育机构应当开拓新的收入来源、充分发挥平台的作用、积极与关联企业建立良好的合作关系，对产品进行拆解销售，借助移动软件为客户提供免费的报考信息、试题以及产品，通过这种方式汲取客户信息和资源。

     论文研究的创新点主要是基于价值链视角对在线教育机构商业模式的构成要素加以明确，在此基础上优化和完善在线教育机构的商业模式，综合考虑职业培训的实际情况构建了垂直服务模式，结合机构的实际情况确定科学的商业模式，促进机构盈利水平的提升。论文针对A在线教育机构当前的商业模式展开具体分析，针对该机构的具体情况提出了开源节流的建议，可以帮助A在线教育机构选择科学的商业模式，为其对商业模式进行优化提供参考，特别是在A在线教育机构即将上市的重要时期，商业模式的改进与优化也存在时效性，并且对于企业类似的在线教育机构的商业模式的优化和完善有一定的参考价值。

In recent years, with the rapid development of online education, the number of online education institutions has increased, and the industry competition has become more intense. This competition is ostensibly the competition of online education institutions, but in fact, it is the competition of their own business models. Through the comprehensive analysis of the profitability, income level, product content development ability or customer experience of online education institutions, this paper selects the domestic influential vocational education brand a online education institutions. Study the innovation of its business model.

A online education institution was founded at the beginning of this century, which has a history of 19 years. Since the beginning of the development of online education, the market share of the institution has been increasing, but the growth rate of the main business has slowed down significantly in recent years. The online education industry has entered the hot competition period from the rapid development stage, and gradually lost the flow dividend, so it is urgent to reshuffle. To ensure its profitability, online education institutions must re plan the business model. Based on the collation and review of business model, theory and value network theory, this paper summarizes the analysis and Research on business model at home and abroad, analyzes the current market segmentation, industry development status and vocational training of online education industry in China, selects online education institution of vocational education brand a as the case institution, and focuses on the analysis of its business model, This paper discusses the shortcomings of the business model of A online education institution, and analyzes the causes of the problems in depth, mainly due to the lack of in-depth use of Internet information technology, the lack of partners, the low level of profitability, the lack of rich income sources, the high cost of customer acquisition and the wide range of business, etc. On this basis, considering the characteristics of the online education industry, the paper makes clear the elements of the business model of the online education industry, including the source of income, partners, profit model, channel model, organization model, product and business scope, customer value and target customers, redesigns the business model based on the actual situation of the online education institution a, and puts forward the online education institution a Institutions should develop new sources of income, give full play to the role of the platform, actively establish a good cooperative relationship with affiliated enterprises, disassemble and sell products, and provide customers with free application information, test questions and products with the help of mobile software, so as to extract customer information and resources in this way.

The innovation of this paper is to clarify the elements of the business model of online education institutions from the perspective of value chain, optimize and improve the business model of online education institutions, comprehensively consider the actual situation of vocational training, build a vertical service model, combine the actual situation of the institutions to determine a scientific business model, and promote the improvement of the profitability of the institutions. This paper analyzes the current business model of a online education institution, and puts forward some suggestions to open up resources and reduce expenditure, which can help a online education institution choose a scientific business model and provide reference for its optimization of business model, especially in the important period when a online education institution is going to be listed, when the improvement and optimization of business model also exist Effectiveness, and for enterprises similar to online education institutions business model optimization and improvement has a certain reference value.