An application of business model canvas for online Chinese Language Institutes in Thailand

泰国线上中文语言机构商业模式之应用

Name: Setthi-Orn Ruenroeng

LCSH: Business education -- Study and teaching

LCSH: Business planning -- Thailand -- Case studies

LCSH: Strategic planning -- Thailand -- Case studies

Abstract: This study used the business model canvas proposed by Osterwalder and Pigneur (2010) to explore the business model of online Chinese language institutions in Thailand. Through the use of nine facets of this business model, we conducted face-to-face indepth interviews with five industry experts and came out the recommendations for business operation improvements. Based on the four aspects of business operation which are How, What, Who, and Money, the business models of the online Chinese language institutions can be organized in the nine facets of the business model architecture, which are value proposition, key resources, key activities, key partners, customer segments, access, customer relationship, revenue source and cost structure. With the use of logical structure of business model canvas, we were able to integrate a complete and practical business model canvas for the current Thai online Chinese language institution operators and investors-to-be who are interested to initiate an online Chinese language institution business. This business model canvas could be an efficient and implementable business model for the operation of online Chinese language institutions

Abstract: 本研究主要利用Osterwalder and Pigneur (2010) 商业模式画布来探讨泰国 线上中文语言机构的经营模式。藉由此商业画布之九大构面，整合与五位业界 专家面对面深度访谈，综合改善建议。 本研究就这几位受访者经营的泰国线上 中文语言学习机构的四大商业经营领域，即如何 (How) 、何事 (What)、何人 (Who) 及金钱 (Money) 所衍生而出的九大商业模式的构面：价值主张、关键 资源、关键活动、关键伙伴、顾客区隔、通路、顾客关系、收入来源以及成本 结构，以一具逻辑架构的商业模式画布来进行深度探讨，最后整合出一张完整 且实用的商业模式画布并提供给现有的泰国线上中文语言学习机构的经营者与 即将要创业的投资者们一个有效率且具执行性的经营与创业模式参考。

Rangsit University Library

Address: Pathumthani

Email: rattanapornn@rsu.ac.th

Name: Wan Chun Duan

Role: Advisor

Created: 2018

Modified: 2023-11-15

Issued: 2020-01-21

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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