本文關(guān)鍵詞：M公司學(xué)前教育網(wǎng)絡(luò)營(yíng)銷研究　出處：《南昌大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：學(xué)前教育事業(yè)的發(fā)展強(qiáng)弱直接決定著人才培養(yǎng)的成功與否,進(jìn)而影響到一個(gè)國(guó)家和民族的興衰。從長(zhǎng)遠(yuǎn)來(lái)看,任何一個(gè)國(guó)家和政府都將會(huì)繼續(xù)在學(xué)前教育上增大投入。隨著國(guó)家“二胎”政策的放開(kāi),中國(guó)的學(xué)前教育將面臨一個(gè)前所未有的發(fā)展機(jī)遇。學(xué)前教育行業(yè)的發(fā)展機(jī)遇,必將帶來(lái)各種學(xué)前教育辦學(xué)機(jī)構(gòu)質(zhì)之間的競(jìng)爭(zhēng)和整合。根據(jù)CNNIC2015年1月發(fā)布的《第35次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》數(shù)據(jù),截止2014年12月,我國(guó)網(wǎng)民規(guī)模達(dá)到6.49億,全年共計(jì)新增網(wǎng)民3117萬(wàn)人。互聯(lián)網(wǎng)普及率為47.9%,較2013年底提升了2.1個(gè)百分點(diǎn)。其中,互聯(lián)網(wǎng)行業(yè)的發(fā)展顯示了新的不同行業(yè)特點(diǎn),一個(gè)是移動(dòng)客戶端用戶的增長(zhǎng)迅速,未來(lái)有超過(guò)PC網(wǎng)民的趨勢(shì);二是消費(fèi)者的消費(fèi)行為模式已經(jīng)發(fā)生了轉(zhuǎn)變,從AIDMA發(fā)展到了AISAS。說(shuō)明互聯(lián)網(wǎng)環(huán)境下,由于消費(fèi)者行為模式的轉(zhuǎn)變將會(huì)社會(huì)的變革,學(xué)前教育行業(yè)要主動(dòng)的適應(yīng)這種變革才能得到更好的發(fā)展。本文通過(guò)對(duì)學(xué)前教育網(wǎng)絡(luò)營(yíng)銷的分析研究,結(jié)合當(dāng)前學(xué)前教育網(wǎng)絡(luò)營(yíng)銷新的時(shí)代環(huán)境,結(jié)合M公司學(xué)前教育網(wǎng)絡(luò)營(yíng)銷的實(shí)際操作情況,分析探究出一套針對(duì)學(xué)前教育行業(yè)的網(wǎng)絡(luò)營(yíng)銷體系,為競(jìng)爭(zhēng)日益激烈的學(xué)前教育機(jī)構(gòu)提供一個(gè)參考和指導(dǎo),促進(jìn)學(xué)前教育行業(yè)的健康發(fā)展,更好的保障0-6歲兒童的健康成長(zhǎng)。本文通過(guò)對(duì)學(xué)前教育和網(wǎng)絡(luò)營(yíng)銷分析,找到了兩個(gè)行業(yè)的結(jié)合點(diǎn),最后形成了對(duì)學(xué)前教育網(wǎng)絡(luò)營(yíng)銷體系的搭建,突破了學(xué)前教育在網(wǎng)絡(luò)營(yíng)銷方面沒(méi)有體系的困局。
[Abstract]:The development of preschool education directly determines the success of talent training, and then affects the rise and fall of a country and a nation. In the long run, any country and government will continue to increase their input in preschool education. With the opening of the country's "second child" policy, China's preschool education will face an unprecedented opportunity for development. The opportunity for the development of the preschool education industry will bring about the competition and integration of various pre-school educational institutions. According to the statistics report of the thirty-fifth China Internet development statistics released in CNNIC2015 January, the number of Internet users in China has reached 649 million by the end of December 2014, and the total number of new netizens has increased to 31 million 170 thousand over the whole year. The Internet penetration rate was 47.9%, up 2.1 percentage points from the end of 2013. Among them, the development of the Internet industry shows the characteristics of new industries. One is the rapid growth of mobile clients, and the trend of over two Internet users. In the future, the consumer behavior pattern of consumers has changed, from AIDMA to AISAS. It shows that in the Internet environment, the transformation of the consumer behavior mode will lead to social change. The preschool education industry must adapt itself to this change to get better development. In this paper, through the analysis and research of preschool education of network marketing, combined with the current preschool education in the new era of network marketing environment, combined with the actual operation situation of preschool education network marketing company M analysis, explore a set for preschool education industry network marketing system, to provide a reference and guidance for the preschool education institutions increasingly fierce competition, promote the healthy development of pre-school education industry, better guarantee the healthy growth of children aged 0-6. Based on the analysis of preschool education and network marketing, this paper finds the combination point of two industries, and finally forms the network marketing system for preschool education, breaking through the predicament of preschool education in network marketing.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G512.72;F274

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本文編號(hào)：1345494