發(fā)布時間：2018-06-13 21:39

  本文選題：蘭州101網(wǎng)校 + 市場營銷��； 參考：《蘭州大學(xué)》2011年碩士論文

【摘要】：隨著社會經(jīng)濟(jì)和科技文化、網(wǎng)絡(luò)行業(yè)的發(fā)展,教育的發(fā)展正在發(fā)生著巨大的變化,以互聯(lián)網(wǎng)為核心的現(xiàn)代遠(yuǎn)程教育模式——在線學(xué)習(xí)正在成為全球性的教育培訓(xùn)的潮流和趨勢�；A(chǔ)網(wǎng)絡(luò)教育的發(fā)展如火如荼,在中小學(xué)網(wǎng)絡(luò)教育市場上出現(xiàn)了許多網(wǎng)校,在網(wǎng)校的發(fā)展過程中面對同行強(qiáng)勢及同質(zhì)化競爭,經(jīng)營者如何利用營銷策略在市場競爭中處于優(yōu)勢,如何保持前幾年的發(fā)展勢頭,是網(wǎng)校一個無法回避的問題。 本文以蘭州101網(wǎng)校為研究對象,運(yùn)用市場營銷學(xué)的有關(guān)知識對該網(wǎng)校和競爭對手進(jìn)行透徹的分析和研究,對其市場營銷策略提出自己的思考。 本文闡述了網(wǎng)校的經(jīng)營現(xiàn)狀,對其在市場營銷方面出現(xiàn)的問題進(jìn)行了分析,著重論述了蘭州101網(wǎng)校營銷策略的優(yōu)化研究及開發(fā),利用4P、4C、4R、4V等營銷理論,顧客價值讓渡理論及差異化策略對網(wǎng)校的營銷策略進(jìn)行分析,從顧客關(guān)聯(lián)、關(guān)系營銷、顧客附加價值、廣告促銷等幾個方面對網(wǎng)校的未來營銷策略提出了構(gòu)想,并根據(jù)這一構(gòu)想提出了一系列實施措施和解決方案。 論文研究和解決這些問題希望對蘭州101網(wǎng)校的持續(xù)發(fā)展,提升其核心競爭力有一定意義,并且能為中小學(xué)網(wǎng)校的運(yùn)營、發(fā)展提供新的思路。
[Abstract]:With the development of social economy, science and technology culture and network industry, the development of education is undergoing great changes. The modern distance education mode with the Internet as the core-online learning is becoming the trend and trend of global education and training. The development of basic network education is in full swing, many online schools appear in the network education market of primary and middle schools. In the course of the development of the network schools, they face the competition of peer strength and homogeneity, so how to make use of the marketing strategy to take advantage of the marketing strategy in the market competition. How to maintain the momentum of development in previous years, is an unavoidable problem. This paper takes Lanzhou 101 network school as the research object, uses the relevant knowledge of marketing to carry on thorough analysis and research to the network school and the competition, and puts forward own thinking to its marketing strategy. This paper expounds the current situation of the management of e-school, analyzes its problems in marketing, and emphatically discusses the optimization research and development of marketing strategy of Lanzhou 101 e-school, and makes use of the marketing theory, such as 4Pn4C4CU, 4RN4V, etc. Based on the theory of customer value transfer and the differentiation strategy, this paper analyzes the marketing strategy of the online school, and puts forward the conception of the future marketing strategy of the school from the aspects of customer connection, relationship marketing, customer added value, advertising promotion and so on. According to this concept, a series of implementation measures and solutions are put forward. It is hoped that the study and solution of these problems will be of significance to the sustainable development of Lanzhou 101 network school and the promotion of its core competitiveness, and can provide a new way of thinking for the operation and development of primary and secondary schools.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G434

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