發(fā)布時(shí)間：2018-06-07 04:01

  本文選題：在線(xiàn)教育 + 營(yíng)銷(xiāo)組合　； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：近年來(lái),隨著移動(dòng)互聯(lián)網(wǎng)行業(yè)的迅速發(fā)展,在線(xiàn)教育行業(yè)迅速興起,個(gè)性化、多元化、精準(zhǔn)化的在線(xiàn)學(xué)習(xí)與培訓(xùn)市場(chǎng)的需求也隨之迅猛增長(zhǎng),競(jìng)爭(zhēng)越來(lái)越激烈。如何探索并尋找到適合自身的營(yíng)銷(xiāo)策略從而具有穩(wěn)定的長(zhǎng)期盈利能力,是在線(xiàn)教育服務(wù)公司目前亟需思考和解決的關(guān)鍵問(wèn)題之一。本文以國(guó)內(nèi)在線(xiàn)教育服務(wù)公司——“跟誰(shuí)學(xué)”公司為研究對(duì)象,從介紹國(guó)內(nèi)外在線(xiàn)教育的發(fā)展現(xiàn)狀出發(fā),基于市場(chǎng)營(yíng)銷(xiāo)管理的STP、市場(chǎng)營(yíng)銷(xiāo)組合等基礎(chǔ)理論知識(shí),運(yùn)用PEST分析、“五力模型”、SWOT分析等工具和方法分析“跟誰(shuí)學(xué)”公司所處的營(yíng)銷(xiāo)環(huán)境,并著重分析了“跟誰(shuí)學(xué)”公司目前營(yíng)銷(xiāo)管理實(shí)踐中現(xiàn)存的主要問(wèn)題及其成因,分別從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面對(duì)其提出了改善市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀的富有針對(duì)性的策略?xún)?yōu)化方案,并提出了實(shí)施這一方案的保障性措施與建議。本文通過(guò)研究后發(fā)現(xiàn),作為純粹的在線(xiàn)教育平臺(tái),“跟誰(shuí)學(xué)”公司市場(chǎng)營(yíng)銷(xiāo)策略主要從四個(gè)方面優(yōu)化。其中產(chǎn)品策略要遵循差異化原則,走標(biāo)準(zhǔn)化和精品化并舉的開(kāi)發(fā)路線(xiàn),基于內(nèi)容創(chuàng)新進(jìn)行課程產(chǎn)品分類(lèi)體系研發(fā);價(jià)格策略要采用需求導(dǎo)向定價(jià)法,并將免費(fèi)模式與收費(fèi)模式相結(jié)合;渠道策略不僅要關(guān)注能夠發(fā)揮自身優(yōu)勢(shì)的線(xiàn)上渠道,同時(shí)也要拓展具有很強(qiáng)的排它性的線(xiàn)下渠道;促銷(xiāo)策略要優(yōu)化促銷(xiāo)手段的多樣化和創(chuàng)新性,還要在廣告促銷(xiāo)上形成全方位覆蓋線(xiàn)上、線(xiàn)下的整體廣告投放體系。這些營(yíng)銷(xiāo)策略的優(yōu)化方案,需要通過(guò)打造優(yōu)秀高效的營(yíng)銷(xiāo)隊(duì)伍,制定科學(xué)合理的營(yíng)銷(xiāo)激勵(lì)措施以及完善客戶(hù)為本的服務(wù)體系來(lái)保障和實(shí)現(xiàn),這樣“跟誰(shuí)學(xué)”公司就會(huì)充分發(fā)揮內(nèi)部?jī)?yōu)勢(shì),形成獨(dú)特的競(jìng)爭(zhēng)能力,探索出有利于本企業(yè)發(fā)展的更大的市場(chǎng)機(jī)會(huì)。希望本文的研究成果也能為我國(guó)其它在線(xiàn)教育服務(wù)機(jī)構(gòu)提供借鑒與參考,使其為顧客提供更加精準(zhǔn)的營(yíng)銷(xiāo)服務(wù)。
[Abstract]:In recent years, with the rapid development of the mobile Internet industry, the online education industry is rising rapidly. The demand of online learning and training market of individuation, diversification and precision is also growing rapidly, and the competition is becoming more and more fierce. How to explore and find suitable marketing strategies to have a stable long-term profitability is one of the key issues that need to be considered and solved by online education service companies. This article takes the domestic online education service company "who learns" company as the research object, embarks from the introduction domestic and foreign online education development present situation, based on the marketing management STP, the marketing combination and so on basic theory knowledge, uses the PEST analysis, The "five Force Model" and other tools and methods such as SWOT analysis are used to analyze the marketing environment of "who learns from" the company, and the main problems existing in the current marketing management practice of "who learn from who" and their causes are analyzed, respectively, from product and price. In this paper, four aspects of channel and promotion are put forward to improve the current situation of marketing strategy optimization plan, and put forward the implementation of this program safeguard measures and suggestions. This paper finds that, as a pure online education platform, the marketing strategy of "learn from who" company is optimized from four aspects. The product strategy should follow the principle of differentiation, develop the course product classification system based on content innovation, and adopt the demand-oriented pricing method. The channel strategy should not only focus on the online channel which can give play to its own advantages, but also expand the offline channel with strong exclusivity. In order to optimize the diversification and innovation of the means of promotion, the promotion strategy should form a comprehensive advertising system covering the line and off the line. The optimization schemes of these marketing strategies need to be guaranteed and realized by building excellent and efficient marketing teams, formulating scientific and reasonable marketing incentives and perfecting the customer-oriented service system. In this way, the company will give full play to its internal advantages, form a unique competitive power, and explore greater market opportunities conducive to the development of the enterprise. I hope the research results of this paper can also provide reference for other online education service organizations in China, so that it can provide more accurate marketing services for customers.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G523;F274

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本文編號(hào)：1989670