本文選題：在線教育 + 營銷組合　； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：近年來,隨著移動互聯(lián)網(wǎng)行業(yè)的迅速發(fā)展,在線教育行業(yè)迅速興起,個性化、多元化、精準化的在線學(xué)習(xí)與培訓(xùn)市場的需求也隨之迅猛增長,競爭越來越激烈。如何探索并尋找到適合自身的營銷策略從而具有穩(wěn)定的長期盈利能力,是在線教育服務(wù)公司目前亟需思考和解決的關(guān)鍵問題之一。本文以國內(nèi)在線教育服務(wù)公司——“跟誰學(xué)”公司為研究對象,從介紹國內(nèi)外在線教育的發(fā)展現(xiàn)狀出發(fā),基于市場營銷管理的STP、市場營銷組合等基礎(chǔ)理論知識,運用PEST分析、“五力模型”、SWOT分析等工具和方法分析“跟誰學(xué)”公司所處的營銷環(huán)境,并著重分析了“跟誰學(xué)”公司目前營銷管理實踐中現(xiàn)存的主要問題及其成因,分別從產(chǎn)品、價格、渠道和促銷四個方面對其提出了改善市場營銷現(xiàn)狀的富有針對性的策略優(yōu)化方案,并提出了實施這一方案的保障性措施與建議。本文通過研究后發(fā)現(xiàn),作為純粹的在線教育平臺,“跟誰學(xué)”公司市場營銷策略主要從四個方面優(yōu)化。其中產(chǎn)品策略要遵循差異化原則,走標準化和精品化并舉的開發(fā)路線,基于內(nèi)容創(chuàng)新進行課程產(chǎn)品分類體系研發(fā);價格策略要采用需求導(dǎo)向定價法,并將免費模式與收費模式相結(jié)合;渠道策略不僅要關(guān)注能夠發(fā)揮自身優(yōu)勢的線上渠道,同時也要拓展具有很強的排它性的線下渠道;促銷策略要優(yōu)化促銷手段的多樣化和創(chuàng)新性,還要在廣告促銷上形成全方位覆蓋線上、線下的整體廣告投放體系。這些營銷策略的優(yōu)化方案,需要通過打造優(yōu)秀高效的營銷隊伍,制定科學(xué)合理的營銷激勵措施以及完善客戶為本的服務(wù)體系來保障和實現(xiàn),這樣“跟誰學(xué)”公司就會充分發(fā)揮內(nèi)部優(yōu)勢,形成獨特的競爭能力,探索出有利于本企業(yè)發(fā)展的更大的市場機會。希望本文的研究成果也能為我國其它在線教育服務(wù)機構(gòu)提供借鑒與參考,使其為顧客提供更加精準的營銷服務(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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G523;F274

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本文編號：1989670