How Blended Learning Reshapes the Value Chain of Knowledge Payment in China

Abstract

Sujun Xie, Tianlu He and Wenhao Mo

Based on the value chain theory, this paper explores how the blended learning model reconstructs the value creation logic of China’s knowledge payment industry. Through a multi-case study, this paper finds that blended learning, through the in-depth coupling of online and offline links, breaks the traditional linear value chain of knowledge payment centered on content delivery, and constructs a circular value network centered on learning outcomes and user relationships. This reshaping is reflected in three aspects: 1) the upgrading of value activities, extending from content production to learning path design, practical support and community operation; 2) the transformation of value capture mechanism, shifting from one-time content sales to outcome-based service subscriptions and ecological income; 3) the restructuring of value distribution, promoting the transformation of creators into “comprehensive learning service providers” and spawning new roles such as offline space operators and learning coaches. The research reveals the trend of “servitization” and “ecologization” of digital education, and provides a theoretical reference for the quality improvement, efficiency enhancement and sustainable development of China’s knowledge payment industry.

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