教育培训企业社会化媒体营销研究

发布时间：2018-04-19 22:20

本文选题：社会化媒体 + 社会化媒体营销　；参考：《北京理工大学》2015年硕士论文

【摘要】：在相当长的时间里,中国教育培训行业企业的营销手段始终以平面媒体广告为主。而近十年以来,由于互联网及移动互联网的快速发展,以新媒体为主的营销方式正在颠覆以往的营销理念。新的生产方式和消费方式出现,新的营销理论和营销手段也随之出现,调整营销理念,实施社会化媒体营销战略已成为我国教育培训行业发展的必然选择。目前社会化媒体营销在中国高速发展,各行各业都在鼓吹社会化媒体精神和营销,但在实际操作中还存在一些问题。尤其是教育培训行业的社会化媒体营销,对于社会化媒体营销的重要性很多企业已经有所关注,但在实际操作中依然存在很多问题。因此,通过分析我国教育和培训企业社会化媒体营销的现状和问题,对我国社会化媒体营销的发展具有重要的理论和现实意义。本文以教育培训企业做为研究的对象,借助问卷调查、实证分析这两种研究方法,对当前教育培训类的企业借助社会化媒体开展营销活动的现状进行了分析,重点探讨了这一过程中所遇到的相关问题,而后借助成功案例,在相关理论的指引下,针对国内教育培训企业在未来的营销选择,予以了相关建议,期望借助于此可以指导国内教育培训企业通过社会化媒体实现营销目的的相关措施和具体实践行为,同时丰富本研究领域的相关研究成果和研究内容。
[Abstract]:For quite a long time, the marketing methods of Chinese education and training enterprises have always been print media advertising. In recent ten years, due to the rapid development of the Internet and mobile Internet, the new media based marketing mode is overturning the previous marketing concept. With the emergence of new mode of production and consumption, new marketing theory and marketing means also appear. Adjusting marketing concept and implementing social media marketing strategy have become the inevitable choice for the development of education and training industry in China. At present, social media marketing is developing rapidly in China, and all kinds of industries are advocating the spirit and marketing of social media, but there are still some problems in practice. In particular, social media marketing in education and training industry has paid attention to the importance of social media marketing in many enterprises, but there are still many problems in practice. Therefore, it is of great theoretical and practical significance for the development of social media marketing in China to analyze the current situation and problems of social media marketing in education and training enterprises in China. In this paper, educational training enterprises as the research object, with the help of questionnaires, empirical analysis of these two research methods, the current situation of education and training enterprises using social media to carry out marketing activities are analyzed. Then with the help of successful cases and under the guidance of relevant theories, this paper gives some suggestions on the marketing choices of domestic education and training enterprises in the future. It is expected that this can guide domestic education and training enterprises to achieve marketing objectives through social media related measures and specific practical behavior, and enrich the relevant research results and research content in this research field.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G522.72

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