沈阳电大远程开放教育营销策略研究

发布时间：2018-06-01 09:52

本文选题：远程开放教育 + 市场　；参考：《东北大学》2015年硕士论文

【摘要】：伴随着互联网的发展,远程教育在改变传统教育模式的同时,也深刻地影响着教育的运营模式,而且其发展速度和规模对全球教育的发展产生了广泛而深远的影响。在新技术、新产品不断出现的情况下,使得远程教育更加成熟和完善。对于普及教育,整合教育资源,实现教育资源共享,促进教育公平搭建了一个强大的共享平台,让教育跨地区、跨行业、甚至跨国界得以实现。沈阳广播电视大学承担着沈阳地区现代远程开放教育的任务,在推动社会进步,实现终身教育,促进教育公平的同时,更体现了远程教育的社会意义和市场价值。沈阳电大远程开放教育在沈阳地区的开展既有机遇又面临极大的挑战。为了使沈阳电大远程开放教育能够更好的发挥其服务作用,同时在激烈的市场竞争中取得先机,本文以沈阳广播电视大学远程开放教育为研究对象,来探讨沈阳广播电视大学远程教育面向未来的营销策略。本文首先对研究的背景、意义及技术路线,研究内容、研究方法进行了说明。接着在营销理论的指导下,运用PEST理论、波特五力分析法、SWOT分析等理论和分析工具,对沈阳电大远程开放教育宏观环境、行业情况及内部环境进行了分析,发现沈阳电大营销过程中的问题。然后,应用STP理论确立目标市场,进而制定出基于"7P"理论的营销策略组合。营销策略制定之后要通过各部门有机配合来实现,要既有分工又有合作并制定了相应的保障措施。
[Abstract]:With the development of the Internet, distance education not only changes the traditional education model, but also profoundly affects the operation mode of education, and its development speed and scale have a wide and far-reaching impact on the development of global education. In the new technology, new products continue to appear, making distance education more mature and perfect. For the popularization of education, the integration of educational resources, the realization of educational resources sharing, and the promotion of educational equity, a strong sharing platform has been set up, so that education can be realized across regions, industries, and even across national boundaries. Shenyang Radio and TV University undertakes the task of modern distance open education in Shenyang area. It not only promotes social progress, realizes lifelong education and promotes education fairness, but also embodies the social significance and market value of distance education. The development of distance open education in Shenyang Radio and TV University is faced with both opportunities and challenges. In order to make the distance open education of Shenyang Radio and TV University play its service role better and get the first chance in the fierce market competition, this paper takes the distance open education of Shenyang Radio and TV University as the research object. To explore the future of distance education in Shenyang Radio and Television University marketing strategy. In this paper, the background, significance, technical route, research content and research methods are explained. Then under the guidance of marketing theory, using the theory of PEST and Porter's five-force analysis method, the author analyzes the macro environment, industry situation and internal environment of open distance education in Shenyang Radio and TV University. Discover the problems in the marketing process of Shenyang RTVU. Then, the target market is established by using STP theory, and then the marketing strategy combination based on 7 P theory is worked out. The marketing strategy should be realized through the organic cooperation of various departments after the formulation of the marketing strategy, and the corresponding safeguard measures should be established as well as the division of labor and cooperation.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G728

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