1. educationO2O Industry Overview

1.1 Education O2O Industry Definition

Education O2O(Online to Offline) refers to an educational mode that uses Internet technology to integrate and match online and offline educational resources to realize students to pay for courses online and complete learning activities offline. Education O2O platform is a connection tool. Through technical means, students, teachers and teaching resources can be matched and connected together to realize the efficient supply and demand of education services.

1.2 Education O2O Industry Development Status

The education O2O industry began to rise around 2014 and has been favored and invested by the capital market. Education O2O service platform enterprises represented by crazy teachers and gentle tutors have emerged. Various platforms in the market have adopted high subsidies to attract teachers and users to enter. The education O2O industry covers K12, art, preschool education, vocational education, language training and other sub-fields, forming a variety of business models, including intermediary model, self-management model, hybrid model and so on.

However, the education O2O industry is also facing some challenges and difficulties, mainly in the following aspects:

Low user stickiness. The users of the education O2O platform are mainly students and parents. Their demand for educational services is time-sensitive and cyclical, and it is difficult to form long-term loyalty due to the influence of many factors such as education quality, teacher level, and curriculum content. And trust. The education O2O platform has a high user turnover rate, high user acquisition costs, and low user conversion rates, which restricts the profitability of the platform.

Difficult to make profits. There are two main profit models for the education O2O platform. One is to obtain income from transactions between teachers and students by charging platform commissions or service fees; the other is to directly provide paid education services to students through self-operated courses or teaching content. However, both models have certain problems. For example, a high proportion of platform commissions or service fees will affect the willingness of teachers and students to participate, and a low proportion will be difficult to cover the operating costs of the platform; the quality of self-operated courses or teaching content And the effect is difficult to guarantee, and requires a lot of manpower and material resources. The profitability of the education O2O platform is weak, and many platforms are still in a state of loss, relying heavily on capital injection.

User requirements are not clear. The user needs of the education O2O platform are diversified and personalized. Different users have different expectations and satisfaction with educational services, and they change with time and environment. Under the situation of crazy pursuit of capital, the education O2O platform often ignores the real needs of users, and does not conduct in-depth user research and analysis, resulting in the mismatch between the platform's products and users' needs, and cannot meet the personalized and differentiated needs of users.

The nature of education is neglected. The core competitiveness of the education O2O platform should be the quality of education and teaching effectiveness, rather than price and subsidies. In the process of blindly pursuing expansion and scale, the education O2O platform often ignores education itself, does not pay attention to improving teachers' professional level and teaching ability, does not pay attention to students' learning progress and growth, does not establish an effective teaching evaluation and feedback mechanism, and does not form a good teaching atmosphere and culture. The educational quality and teaching effect of the education O2O platform are difficult to be guaranteed, and it is difficult to win the trust and reputation of users.

Teacher resources are scarce. The core resource of education O2O platform is teachers, and the level and attitude of teachers directly affect the quality and effect of educational services. However, the education O2O platform is facing the problem of scarcity and imbalance of famous teacher resources. On the one hand, excellent teachers are often attracted by traditional educational institutions or other platforms, unwilling to join the education O2O platform, or require higher income and treatment; On the other hand, the teacher review and management mechanism of the education O2O platform is not perfect, resulting in some low-level or unprofessional teachers on the platform, it affects the reputation of the platform and the user's experience. The famous teacher resources of education O2O platform are difficult to realize the information symmetry and meet the diversified and high quality needs of users.

The value of education is not reflected. The value of education O2O platform is not only to provide convenient and low-cost education services, but also to improve the fairness and inclusiveness of education, so that more people can enjoy high-quality educational resources and opportunities. However, in the process of pursuing commercial interests, the education O2O platform often ignores the social value and responsibility of education, does not pay attention to the balance and justice of education, does not consider the long-term and sustainable education, and does not promote the innovation and development of education. The values and concepts of education O2O platform are difficult to be recognized and supported by users and society, and it is difficult to realize the true meaning of education.

To sum up, the education O2O industry is an industry full of opportunities and challenges. In-depth market research and analysis are needed to better understand the current situation and trends of the industry, find out the problems and pain points of the industry, and put forward the solutions and suggestions of the industry, so as to provide guidance and reference for the development of the industry.

2. market research framework and process

Market research refers to the collection, collation, analysis and interpretation of market-related information to help companies or organizations make the right decisions. The purpose of market research is to understand the market demand, supply, competition, opportunities, threats and other aspects of the situation, in order to develop a reasonable market strategy and marketing strategy.

The framework and process of market research refers to the basic principles and steps of conducting market research, including the steps of determining the purpose of the survey, selecting the respondents, designing the survey plan, collecting and analyzing data, and writing and publishing reports.

The following is a detailed description of the various steps of the market research framework and process:

2.1 determine the purpose of the investigation

Determining the purpose of the survey is the first and most important step of the market survey. It determines the direction and scope of the market survey, as well as the effectiveness and feasibility of the market survey. There are several ways to determine the purpose of the survey:

Starting from the strategic objectives of the enterprise or organization, analyze the necessity and urgency of market research, and clarify the expectations and objectives of market research.

Based on the current situation and trend of the market, analyze the opportunities and threats of the market, and clarify the problems and assumptions of the market research.

Starting from the user's needs and satisfaction, analyze the user's behavior and psychology, and clarify the focus and key factors of market research.

The results of determining the purpose of the investigation should be specific, clear, quantifiable, operational and time-bound, such:

Understand the market size, growth rate, competition pattern, user portrait, user demand, user satisfaction and other aspects of the education O2O industry, provide market analysis report of the education O2O industry for Shangpu Consulting Company, and help it formulate the market strategy and marketing strategy of the education O2O industry.

Investigate the awareness, trust, preference and loyalty of users in the education O2O industry to Shangpu Consulting Company, provide Shangpu Consulting Company with user analysis reports in the education O2O industry, and help it improve its ability in user acquisition, user transformation and user retention in the education O2O industry.

Explore the needs, expectations and feedback of users in the education O2O industry for new education O2O products or services, and provide Shangpu Consulting with product or service analysis reports in the education O2O industry to help them innovate and optimize education O2O products or services.

2.2 select respondents

The selection of survey objects is the second step of market research, which determines the object and scope of market research, as well as the representativeness and accuracy of market research. There are several ways to select respondents:

According to the purpose and questions of the survey, determine the types and characteristics of the survey objects, for example, users, teachers, platforms, competitors, partners, industry experts, government departments, etc. in the education O2O industry.

According to the type and characteristics of the survey object, determine the total and sample of the survey object, for example, the total number of users in the education O2O industry is the students and parents who have used or are willing to use the education O2O service nationwide, and the sample is 1000 students and parents randomly selected from the total number of users.

According to the overall and sample of the survey respondents, determine the acquisition and contact methods of the survey respondents, for example, through online or offline channels, such as social media, mail, telephone, questionnaires, interviews, observation, etc., to obtain and contact the education O2O industry user samples.

The results of selecting respondents should be representative, accessible, and accessible, such:

In order to understand the market situation of the education O2O industry, the users, teachers, platforms, competitors, partners, industry experts, government departments, etc. of the education O2O industry are selected as the survey objects, and appropriate samples are drawn from the overall population of each object. Investigate through different channels and methods.

In order to understand the user situation of the education O2O industry, the users of the education O2O industry are selected as the survey objects. From the total number of students and parents who have used or are willing to use the education O2O service nationwide, 1000 students and parents are selected according to the dimensions of age, gender, region, education stage, education field, etc., and the survey is conducted through online questionnaires and offline interviews.

In order to understand the products or services of the education O2O industry, users and teachers of the education O2O industry are selected as the survey objects. From the customer database of Shangpu Consulting Company, samples of 500 users and teachers are extracted according to the dimensions of use frequency, use duration and use evaluation, and the survey is conducted through online mail and offline observation.

2.3 Design Survey Scheme

Designing a survey plan is the third step of market research, which determines the content and methods of market research, as well as the quality and efficiency of market research. There are several ways to design a survey plan:

According to the purpose and questions of the survey, determine the themes and indicators of the survey, for example, the market size, growth rate, competitive landscape, user profile, user demand, user satisfaction, etc. of the education O2O industry.

According to the theme and indicators of the survey, determine the type and method of the survey, for example, the market survey of the education O2O industry can use a combination of quantitative and qualitative surveys, quantitative surveys can use questionnaires, statistics, experiments and other methods, qualitative surveys can use interviews, observations, case studies and other methods.

According to the type and method of the survey, determine the tools and techniques of the survey, for example, the market survey of the education O2O industry can use online or offline questionnaire system, telephone or video interview system, data analysis software, visualization tools, etc.

The results of the design survey plan should be scientific, reasonable, sound and executable, such:

In order to understand the market situation of the education O2O industry, a market survey plan including market size, growth rate, competition pattern, user portrait, user demand, user satisfaction and other topics and indicators is designed. A combination of quantitative and qualitative surveys is used to investigate using online questionnaires, telephone interviews, data analysis, visualization and other tools and technologies.

In order to understand the situation of users in the education O2O industry, a user survey plan including users' basic information, use behavior, use motivation, use feeling, use evaluation and other topics and indicators is designed. A combination of quantitative and qualitative surveys is used to investigate using online questionnaires, offline interviews, user portraits, user satisfaction models and other tools and technologies.

In order to understand the product or service situation of the education O2O industry, a product or service survey plan including the functions, characteristics, advantages, deficiencies, improvements and other topics and indicators of the product or service is designed. A combination of quantitative and qualitative surveys is used to investigate using online questionnaires, offline observation, product or service testing, user feedback analysis and other tools and technologies.

2.4 collecting and analyzing data

Collecting and analyzing data is the fourth step of market research, which determines the data and information of market research, as well as the results and significance of market research. There are several ways to collect and analyze data:

According to the survey plan, according to the predetermined time and place, using the predetermined tools and technologies, to the predetermined object and sample, the predetermined type and method of investigation, to obtain effective data and information, for example, through the online questionnaire system, to 1000 education O2O industry user samples, quantitative market research, obtain the user's basic information, use behavior, use motivation, use feeling, use evaluation and other data.

According to the purpose and problems of the investigation, in accordance with scientific principles and methods, using appropriate tools and techniques, the data and information obtained, cleaning, sorting, classification, summary, analysis, interpretation and other operations, to obtain effective results and significance, for example, through the data analysis software, the user data obtained, descriptive statistics, correlation analysis, factor analysis, cluster analysis, regression analysis and other methods, the results of user portrait, user demand and user satisfaction of education O2O industry are obtained.

收集和分析数据的结果应该是有效的、可靠的、有价值的、有意义的，例如：

通过收集和分析数据，得出教育O2O行业的市场规模为1000亿元，增长率为20%，竞争格局为头部平台占据70%的市场份额，中小平台占据30%的市场份额，用户画像为以15-25岁的学生为主，以艺术和语言培训为主要需求，以价格和质量为主要选择因素，以满意度为主要评价指标，用户需求为个性化和差异化的教育服务，用户满意度为60%等。

通过收集和分析数据，得出教育O2O行业的用户对于尚普咨询公司的认知度为30%，信任度为40%，偏好度为50%，忠诚度为60%，用户认为尚普咨询公司的优势在于专业的市场分析和咨询服务，不足在于缺乏与教育O2O平台的深入合作和交流，改进的方向在于提供更多的教育O2O产品或服务的创新和优化方案等。

通过收集和分析数据，得出教育O2O行业的用户对于尚普咨询公司的新的教育O2O产品或服务的需求为高，期望为高，反馈为好，用户认为尚普咨询公司的新的教育O2O产品或服务的功能为强，特点为新，优势为大，不足为少，改进的方向在于提高产品或服务的稳定性和兼容性等。

2.5 撰写和发布报告

撰写和发布报告是市场调查的第五步，也是最后一步，它决定了市场调查的呈现和传播，以及市场调查的影响和价值。撰写和发布报告的方法有以下几种：

根据调查目的和问题，确定报告的类型和格式，例如，教育O2O行业的市场调查报告可以采用专业报告、研究报告、咨询报告等类型，可以采用文字、图表、视频等格式。

根据报告的类型和格式，确定报告的结构和内容，例如，教育O2O行业的市场调查报告可以包括标题、摘要、目录、正文、结论、建议、附录等结构，可以包括市场调查的背景、目的、对象、方案、数据、分析、结果、意义等内容。

根据报告的结构和内容，确定报告的风格和语言，例如，教育O2O行业的市场调查报告可以采用正式的、客观的、专业的、清晰的、简洁的、有逻辑的风格和语言。

根据报告的风格和语言，撰写报告的草稿和修改报告的终稿，例如，教育O2O行业的市场调查报告可以先撰写一个包含主要内容和Conclusion的草稿，然后根据反馈和评审进行修改和完善，得到一个符合要求和标准的终稿。

根据报告的终稿，确定报告的发布和传播方式，例如，教育O2O行业的市场调查报告可以通过线上或线下的渠道，如网站、邮件、会议、演讲、媒体等，向目标受众和利益相关者进行发布和传播，以达到预期的效果和目的。

撰写和发布报告的结果应该是完整的、规范的、有影响的、有价值的，例如：

通过撰写和发布报告，尚普咨询公司向教育O2O行业的从业者和投资者展示了其在教育O2O行业的市场调查的专业能力和咨询水平，提高了其在教育O2O行业的知名度和信誉度，吸引了更多的客户和合作伙伴，为其在教育O2O行业的发展创造了更多的机会和价值。