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Analysis On China's Online Education Mode

5429 words - 22 pages

凤凰教育独家发布:2013年中国在线教育盈利模式分析
2013年12月20日 11:21
来源:凤凰网教育专稿
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年度重磅《凤凰教育最强音2013年度“回声”》2013年度教育行业分析报告独家发布,转载请注明出处(凤凰网教育)。
目录
第一章 在线教育行业概述
一、在线教育发展历程
二、我国在线教育现状
第二章 在线教育行业盈利模式分析
一、在线教育产业链
二、在线教育盈利模式
第三章 在线教育行业趋势分析
一、行业格局变革
二、市场规模预测
附图
图1 在线教育发展历程
图2 ...view middle of the document...

5亿,其中,5-24岁的学龄人口约3.3亿,占人口总量的24.5%。

我国各年龄段人口构成。资料来源:国家统计局,天拓咨询
2)我国教育消费比重大
据《2012中国家庭教育消费白皮书》调查显示,“教育消费”作为家庭消费的重头,占到中国社会中坚阶层家庭收入的1/7,并且该比例预期还将持续增长,预计2011-2013年中国家庭教育支出有望达到8000亿至1万亿元。

中、美家庭教育占收入占比,资料来源:《2012年中国家庭教育消费白皮书》。
3)职教培训需求旺盛
据《2012年行业白皮书》数据显示,通过网络进行学历教育、职业技能培训、专业认证考试培训的需求十分旺盛。31.7%的职场白领表示因工作瓶颈参加职业教育培训,期望通过再学习充实自己,且每年在职业培训方面投入8000元以上的占比25%,投入5000至8000元的达31%。在计划通过网络视频学习人群的构成中,在职人员占比超过一半,达到57%。因此,我们认为,职教培训成为教育需求增长的又一大动力。

职教培训投入金额占比情况,资料来源:《2012年行业白皮书》。

通过视频学习的人群构成情况,资料来源:《2012年行业白皮书》。
4)我国网民规模巨大
2013年,我国网民规模为6.04亿,互联网普及率已达45%,而在40岁以下接受教育的主体人群中,这一普及率更高。此外,手提电脑、智能终端等业已进入千家万户,为在线教育发展提供了良好的硬件基础。

中国网民规模及互联网普及率,资料来源:《第32次中国互联网络发展状况统计报告》。
2、我国在线教育市场规模
近年来,随着我国信息化程度的不断提高,在线教育市场规模呈现加速增长的态势。数据显示,2004年,我国网络教育市场规模约143亿元,2013年已达到981亿元,实现了21.2%的年均复合增长率。

我国在线教育市场规模及变化情况,资料来源:《2012年行业白皮书》。
从各细分领域市场规模来看,2013年,学前教育、K12教育、高等教育、职教培训以及其他教育市场规模分别为18亿、202亿、44亿、233亿和65亿。

第二章在线教育行业盈利模式分析一、在线教育产业链
在线教育覆盖面广、形式多样,按照产业链分工,主要分为内容提供商、平台提供商和技术提供商三类。
1、内容提供商
在线教育内容提供商主要提供教育视频、学习资料等在内的学习知识以及教育工具类产品。
l 学习视频:该类产品实际上是线下教学课堂向线上的转移,课堂内容没有变化,只是授课形式转移为通过互联网传递视频,这类产品主要由传统教育机构提供。典型有传统网校和远程教育、MOOC和公开课。
l ...

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