本文選題：教育培訓 + O2O��； 參考：《遼寧大學》2017年碩士論文

【摘要】：隨著移動互聯(lián)網(wǎng)技術(shù)的發(fā)展,O2O商業(yè)模式逐漸成為各行業(yè)的新寵,餐飲、旅游、交通出行等行業(yè)都相繼采用了O2O商業(yè)模式。教育行業(yè)的O2O起步較晚,且2015年是教育培訓企業(yè)O2O發(fā)展變化最大的一年。其中新型互聯(lián)網(wǎng)教育培訓O2O企業(yè)“老師來了”以宣布破產(chǎn)而退出了教育O2O市場,究其原因是在忽略了企業(yè)的品牌傳播。因此,教育培訓企業(yè)O2O若想獲得更加長遠的發(fā)展,不僅要重視發(fā)展模式的創(chuàng)新,也要在企業(yè)的品牌傳播方面上進行相應(yīng)的反思。文章共分為四部分。第一部分梳理了教育培訓企業(yè)O2O的起源與現(xiàn)狀。通過網(wǎng)絡(luò)調(diào)查的方法分別從教育培訓企業(yè)O2O的發(fā)展現(xiàn)狀和分類進行了介紹。第二部分主要對15家教育培訓企業(yè)O2O的傳播情況,從傳統(tǒng)媒體、新媒體和線下傳播三個方面進行了闡釋。調(diào)研結(jié)果發(fā)現(xiàn)教育培訓企業(yè)O2O的品牌訴求點集中于師資力量;傳統(tǒng)媒體廣告主要是在報刊廣告和戶外廣告的候車亭廣告和人行道廣告;廣告主題聚焦課程價格。新媒體方面主要是從企業(yè)官方網(wǎng)站、企業(yè)官方微信、微博、百度貼吧和網(wǎng)絡(luò)視頻廣告五個方面呈現(xiàn)其傳播概況;且新媒體傳播內(nèi)容形式具有多樣化的特點。線下傳播主要是運用公關(guān)事件和地面推廣兩種形式進行傳播。第三部分從品牌傳播訴求點、傳統(tǒng)廣告媒體、新媒體運用等情況進行分析找到教育培訓企業(yè)傳播中存在的問題。主要問題有教育品牌傳播訴求點同質(zhì)化、傳統(tǒng)廣告媒體運用不合理、新媒體傳播整體策劃性不強、簡單依賴單一新聞媒體不重視地面推廣的問題。第四部分主要是針對問題找到教育培訓企業(yè)O2O的傳播的提升方法,尋找教育特色差異化教育品牌傳播、提升教育培訓O2O企業(yè)對傳統(tǒng)廣告媒體的運用水平、充分利用新媒體傳播推廣平臺擴大教育品牌影響力和創(chuàng)新教育公關(guān)助學活動加強企業(yè)地面等傳播推廣方法,教育培訓企業(yè)O2O可以在互聯(lián)網(wǎng)的大浪潮中獲得更好的發(fā)展。
[Abstract]:With the development of mobile Internet technology, O2O business model has gradually become a new favorite of various industries, catering, tourism, transportation and other industries have adopted O2O business model. O _ 2O started late in the education industry, and 2015 was the year in which the development of O _ 2O in education and training enterprises changed the most. Among them, the new type of Internet education and training O2O enterprise "teacher came" to declare bankruptcy and quit the educational O2O market, the reason is that the enterprise's brand communication is ignored. Therefore, if the O2O education and training enterprises want to obtain more long-term development, they should not only pay attention to the innovation of the development model, but also reflect on the brand communication of the enterprises. The article is divided into four parts. The first part combs the origin and present situation of O _ 2O in educational training enterprises. This paper introduces the development and classification of O _ 2O in education and training enterprises by means of network investigation. The second part mainly explains the communication of O2O in 15 educational and training enterprises from three aspects: traditional media, new media and offline communication. The results show that the brand demand of O2O in education and training enterprises is focused on teachers; traditional media advertisements are mainly in waiting kiosks and sidewalk advertisements in newspapers and outdoor advertisements; advertising topics focus on course prices. The new media is mainly from the enterprise official website, the enterprise official WeChat, Weibo, Baidu Tieba and the network video advertisement five aspects presents its dissemination general situation, and the new media dissemination content form has the diversification characteristic. Below-line communication is mainly carried out in two forms: public relations event and ground promotion. The third part analyzes the problems existing in the communication of education and training enterprises from the point of brand communication, the traditional advertising media and the application of new media. The main problems include homogeneity of educational brand communication, unreasonable use of traditional advertising media, weak overall planning of new media communication, simple reliance on single news media and lack of attention to ground promotion. The fourth part is to find out how to improve the transmission of O2O in education and training enterprises, to find out the education characteristic differentiated education brand communication, and to improve the application level of traditional advertising media in O2O enterprises of education and training. By making full use of the new media communication and promotion platform to expand the influence of educational brand and to innovate the educational public relations activities to help students strengthen the enterprise ground communication and promotion methods, the educational and training enterprises can get better development in the tide of the Internet.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206;G523

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本文編號：1982898