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在线教育短板待补齐 市场规模扩大企业却难盈利

2017-10-11 15:41:53   

在线教育短板待补齐

一项针对400家主要在线教育企业的调查结果显示,截至去年年底,70%的公司都处于亏损状态,10%的公司能够持平,能够盈利的仅占5%,甚至有15%的企业濒临倒闭。

与部分在线教育企业经营困难相对的是,中国在线教育市场规模则一直在扩大。根据中国互联网络信息中心发布的报告,截至去年12月,我国在线教育用户规模达1.38亿人,较2015年底增加2750万人,年增长率为25.0%。其中,手机在线教育用户规模增加明显,与2015年底相比增长4495万人,增长率为84.8%。

为何在线教育市场规模在扩大,而许多企业却难以盈利呢?这是因为,在线教育变现并非易事。点击量不少,愿意付费的没有多少,是许多在线教育企业面临的现实困境。而在这一困境背后,是学生家长对在线教育效果仍存在疑问。毕竟,家长而非学生才是在线教育的真正买单者。

  

教育本是教与学的互动过程,在教室教学时,老师能够提前了解学生整体的学习程度,以此准备课程,在授课过程中,老师可以根据学生的现场反应来及时调整教学方式方法。正如宋代理学家朱熹所说,学贵有疑,学生的反应,能够促进教师达到最好的教学效果。

但是,目前在线教育的授课形式主要是直播或录播,这样的教学形式只有老师在讲,老师看不到学生的表情,也很难与学生及时互动,这就让实际教学效果有所折扣。更为关键的是,部分在线教育机构对于教师师资审核并不严格,也缺乏专业的授课评价机制,更无相应的标准化教案和教学研究,如何能达到与线下培训机构一样的教学效果?举个例子,高三名师课程谁都可以点击,但全国各地考纲试卷不一,如何保证在全网传播的课程对每一个学生都有效果?

“一元听名师讲课”,是在线教育企业对学生的推介噱头;“只讲一次课就能不断来钱”,这是他们吸引老师的方式方法;“没有教室租金和人力成本”,这是他们对投资人说的盈利模式。这三点都符合互联网“吸粉”的策略,但并不符合教育规律,只懂互联网不懂教育,最终就是课程点击率高却少有回头付费客,只懂教育不懂互联网,就是明明觉得自己讲得不错,却门可罗雀无人点击。

点击量只能作为融资报告中的一个数字,盈利依然需要吸引用户心甘情愿地付费。在线教育机构本质上仍然是一个教育机构,只不过运用了互联网传播渠道,真正的核心竞争力仍然是教学培训水平,而这正是当下在线教育企业的短板。

当然,反过来说,互联网传播能力也是当下线上教育培训机构的短板,虽然有不错的课程,却“养在深闺人难知”,很多教育培训机构依然靠着最传统的口碑营销——家长口耳相传,互相介绍,所谓互联网传播只是自己建了一个报名网站而已。

也就是说,在未来的教育培训市场,对于教育培训机构而言,线下教学教研水平与线上传播推介能力都不可或缺。在线教育企业需要借鉴传统教育培训机构已有的教学教研经验,可以借助开发线下课程、售卖图书音视频资料等以完成变现,而传统教育培训机构也应当更好地利用互联网资源进行课程推介。在未来,线上线下融合发展,将是教育培训机构的大趋势。

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