Business Model Analysis of Mobile Learning Apps on WeChat

doi:10.19722/j.cnki.1008-7729.2018.0142

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2018, Vol. 20 ›› Issue (5): 99-108.doi: 10.19722/j.cnki.1008-7729.2018.0142

Institute of Educational Technology, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2018-06-11 Online:2018-10-31

Abstract

Abstract: WeChat is one of the most widely used and most popular applications in China. Based on WeChat, various services have been created and promoted, and it has become one of the platforms for mobile learning and online education. Through literature review, it is found that no researcher has made analysis on the business model of mobile learning on WeChat. Herein, four typical cases of WeChat mobile learning from a large number of existing applications were selected. And then the nine-factor business model is used to analyze these cases to find out the common characteristics and the differences among them. Meanwhile, some common problems in mobile learning are also discussed on WeChat. It is pointed out that mobile learning Apps should pay attention to the innovation of learning theory and teaching mode, optimize and innovate learning service modes, upgrade the marketing methods, look for balance between ease of use and functionality, and verticalize their operation professionally.

Key words: mobile learning, Wechat, business model, online learning

CLC Number:

ZHANG Xin, LI Qing. Business Model Analysis of Mobile Learning Apps on WeChat[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2018, 20(5): 99-108.

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