C基础教育网校营销策略研究

发布时间：2018-06-14 22:46

本文选题：K12在线教育 + C基础教育网校　；参考：《郑州大学》2017年硕士论文

【摘要】：被誉为第四次工业革命的互联网+正以洪荒之力革新和颠覆各个行业的发展,作为互联网时代的产物,在线教育为解决优质教育资源复制、共享的问题提供了可能,对推动个性化教育也具有与生俱来的优势。K12在线教育以投资的大量涌入和市场高关注度,证明它未来正是淘金的好地方。随着新技术的应用,这个行业正在快速实现行业创新和发展。国家对基础教育的重视和大力支持,使得K12在线教育发展势头强劲。经济正处于转型期,资本和政府一样在寻找经济发展的新增长点,而K12在线教育就是这样一个具有潜力的领域。C基础教育网校是国内具有代表性的远程基础教育机构,经历十六年的发展历程,它积累了很多的优势和经验,但随着K12在线教育行业的蓬勃发展,各种新技术应用和营销创新层出不穷,C基础教育网校面临营销方面的问题,比如定位问题、营销创新问题、定价机制问题、渠道单一问题、组织架构问题等,本文通过对C基础教育网校的营销环境,包括内部环境、宏观环境和行业环境进行具体分析,系统梳理了其营销策略存在的问题和成因,既有历史的局限性,又有自身发展的模式问题,并从定位、产品、价格、促销、渠道等方面提出了对其营销策略的完善措施以及保障措施。当前K12在线教育行业还处于发展期,C基础教育网校正符合教育触网的这样一个普遍规律,同时也有着自己独特的发展路径,对其进行营销策略研究,既能为其今后的发展提供直接的指导和帮助,也能为当前业内企业的营销问题解决提供一些参考和借鉴,同时也是对营销学理论的验证和发展。
[Abstract]:The Internet, known as the fourth Industrial Revolution, is revolutionizing and subverting the development of various industries with the help of famine. As a product of the Internet era, online education provides the possibility to solve the problem of replication and sharing of high-quality educational resources. There is also an inherent advantage to the promotion of personalized education. K12 online education with a large influx of investment and market attention, prove that it is the future of the gold rush. With the application of new technology, the industry is rapidly realizing innovation and development. The state attaches great importance to and strongly supports basic education, which makes K 12 online education develop strongly. The economy is in transition, capital and government are looking for new growth point of economic development, and K12 online education is such a potential field. C basic education online school is a representative distance education institution in China. After 16 years of development, it has accumulated a lot of advantages and experiences, but with the vigorous development of K12 online education industry, various new technology applications and marketing innovations emerge endlessly. For example, positioning problem, marketing innovation problem, pricing mechanism problem, single channel problem, organization structure problem, etc. This paper analyzes the marketing environment of C basic education network school, including internal environment, macro environment and industry environment. Systematically combing the problems and causes of its marketing strategy, both historical limitations and its own development model, and from the positioning, product, price, promotion, Channels and other aspects of its marketing strategies proposed to improve the measures and safeguards. At present, the K12 online education industry is still in the developing stage. The correction of the basic education network conforms to the general law of educational contact network, and it also has its own unique development path. It can not only provide direct guidance and help for its future development, but also provide some reference and reference for the current marketing problem solving of enterprises in the industry. At the same time, it is also the verification and development of marketing theory.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

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