F互联网教育公司在K12领域营销策略优化研究

发布时间：2018-05-17 10:48

本文选题：互联网教育 + K12　；参考：《上海外国语大学》2017年硕士论文

【摘要】：近些年,我国的互联网教育迎来了迅速发展。CNNIC的相关数据显示,自2013年以来,中国平均每天有2.6家互联网教育公司诞生。互联网教育火爆的同时,相应的市场营销并未给互联网教育公司带来足够的有效流量,致使其盈利能力出现了很大问题。《2015年中国在线教育产业蓝皮书》发布的数据显示,目前国内互联网教育公司有8000家,K12领域有2000家,在2014年,70%的互联网教育公司却在亏损,15%的持平,10%的死亡,只有5%的互联网教育公司能够盈利。究其原因,主要还是各个互联网教育公司的市场营销没有做好,没有为公司带来持续增长的客户流量,导致公司的盈利成了很大问题,尤其对于互联网教育在K12领域的O2O企业来说,流量显得更为重要。因此研究互联网教育的市场营销问题,具有很强的现实意义。本论文以F公司为例,运用PEST外部营销环境分析模型识别F公司外部营销问题;又运用五力模型分析了其所面对微观层面的营销问题,并重点分析了F公司的市场行为、客户需求、市场细分、定位,以及F公司市场营销的价格策略、产品策略、渠道策略、促销策略等,并找出了F公司所遇到的市场营销策略方面的问题。最后提出了解决方案,即优化产品价格策略、完善课程产品策略、完善网络渠道策略、完善线下促销策略等方法,并对实施这些方案所需要的保障措施进行了分析。
[Abstract]:In recent years, China's Internet education ushered in rapid development. CNNIC data show that since 2013, China has an average of 2.6 Internet education companies per day. While Internet education is booming, the corresponding marketing has not brought enough effective traffic to Internet education companies, causing great problems in their profitability, according to data released by the Blue Book of China's online Education Industry in 2015. Currently, there are 8000 domestic Internet education companies in the K12 sector and 2000 in the field. In 2014, 70 percent of Internet education companies lost 15 percent of their income and 10 percent died, while only 5 percent of Internet education companies were able to make profits. The main reason is that the marketing of various Internet education companies has not been done well, which has not brought the company a sustained increase in customer traffic, which has led to a great problem of the company's profitability. Especially for the internet education in the K 12 field of O 2 O enterprises, traffic is more important. Therefore, it is of great practical significance to study the marketing problems of Internet education. This paper takes F Company as an example, uses the PEST external marketing environment analysis model to identify the external marketing problem of F Company, and analyzes the micro-level marketing problems faced by F Company by using the five-force model, and analyzes the market behavior of F Company. Customer demand, market segmentation, positioning, price strategy, product strategy, channel strategy, promotion strategy, etc. Finally, the paper puts forward some solutions, such as optimizing product price strategy, perfecting curriculum product strategy, perfecting network channel strategy, perfecting offline promotion strategy and so on, and analyzes the safeguard measures needed to implement these schemes.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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