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Academic Journal of Business & Management, 2020, 2(1); doi: 10.25236/AJBM.2020.020113.

Industry Analysis on Online Education


Renjing Lu

Corresponding Author:
Renjing Lu

School of Business, Yangzhou University, Yangzhou, 225127, China
[email protected]


This paper aims at sorting out the underlying business logic of online education industry -- customer acquisition cost, user conversion and user retention, exploring the driving forces of online education industry change -- impact of COVID-19 and policy support, emerging internet capabilities and applications, demand for educational resources with high quality. Competition analysis is carried out on several well-known online education platforms such as TAL, GSX, VIPKID, Koolearn, Ape Coaching and Job Help. Strategy group map is drawn based on the two variables of customer acquisition cost and teaching mode. Then the paper demonstrates superior understanding of industry key success factors and executes the overall assessment of the current and future attractiveness of the industry.


Driving Forces, Strategic Group Map, Key Success Factors, Customer Acquisition Cost, Sink Market

Cite This Paper

Renjing Lu. Industry Analysis on Online Education. Academic Journal of Business & Management (2020) Vol. 2, Issue 1: 125-132. https://doi.org/10.25236/AJBM.2020.020113.


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