教育培训企业O2O传播研究

发布时间：2018-06-05 17:50

本文选题：教育培训 + O2O　；参考：《辽宁大学》2017年硕士论文

【摘要】：随着移动互联网技术的发展,O2O商业模式逐渐成为各行业的新宠,餐饮、旅游、交通出行等行业都相继采用了O2O商业模式。教育行业的O2O起步较晚,且2015年是教育培训企业O2O发展变化最大的一年。其中新型互联网教育培训O2O企业“老师来了”以宣布破产而退出了教育O2O市场,究其原因是在忽略了企业的品牌传播。因此,教育培训企业O2O若想获得更加长远的发展,不仅要重视发展模式的创新,也要在企业的品牌传播方面上进行相应的反思。文章共分为四部分。第一部分梳理了教育培训企业O2O的起源与现状。通过网络调查的方法分别从教育培训企业O2O的发展现状和分类进行了介绍。第二部分主要对15家教育培训企业O2O的传播情况,从传统媒体、新媒体和线下传播三个方面进行了阐释。调研结果发现教育培训企业O2O的品牌诉求点集中于师资力量;传统媒体广告主要是在报刊广告和户外广告的候车亭广告和人行道广告;广告主题聚焦课程价格。新媒体方面主要是从企业官方网站、企业官方微信、微博、百度贴吧和网络视频广告五个方面呈现其传播概况;且新媒体传播内容形式具有多样化的特点。线下传播主要是运用公关事件和地面推广两种形式进行传播。第三部分从品牌传播诉求点、传统广告媒体、新媒体运用等情况进行分析找到教育培训企业传播中存在的问题。主要问题有教育品牌传播诉求点同质化、传统广告媒体运用不合理、新媒体传播整体策划性不强、简单依赖单一新闻媒体不重视地面推广的问题。第四部分主要是针对问题找到教育培训企业O2O的传播的提升方法,寻找教育特色差异化教育品牌传播、提升教育培训O2O企业对传统广告媒体的运用水平、充分利用新媒体传播推广平台扩大教育品牌影响力和创新教育公关助学活动加强企业地面等传播推广方法,教育培训企业O2O可以在互联网的大浪潮中获得更好的发展。
[Abstract]:With the development of mobile Internet technology, O2O business model has gradually become a new favorite of various industries, catering, tourism, transportation and other industries have adopted O2O business model. O _ 2O started late in the education industry, and 2015 was the year in which the development of O _ 2O in education and training enterprises changed the most. Among them, the new type of Internet education and training O2O enterprise "teacher came" to declare bankruptcy and quit the educational O2O market, the reason is that the enterprise's brand communication is ignored. Therefore, if the O2O education and training enterprises want to obtain more long-term development, they should not only pay attention to the innovation of the development model, but also reflect on the brand communication of the enterprises. The article is divided into four parts. The first part combs the origin and present situation of O _ 2O in educational training enterprises. This paper introduces the development and classification of O _ 2O in education and training enterprises by means of network investigation. The second part mainly explains the communication of O2O in 15 educational and training enterprises from three aspects: traditional media, new media and offline communication. The results show that the brand demand of O2O in education and training enterprises is focused on teachers; traditional media advertisements are mainly in waiting kiosks and sidewalk advertisements in newspapers and outdoor advertisements; advertising topics focus on course prices. The new media is mainly from the enterprise official website, the enterprise official WeChat, Weibo, Baidu Tieba and the network video advertisement five aspects presents its dissemination general situation, and the new media dissemination content form has the diversification characteristic. Below-line communication is mainly carried out in two forms: public relations event and ground promotion. The third part analyzes the problems existing in the communication of education and training enterprises from the point of brand communication, the traditional advertising media and the application of new media. The main problems include homogeneity of educational brand communication, unreasonable use of traditional advertising media, weak overall planning of new media communication, simple reliance on single news media and lack of attention to ground promotion. The fourth part is to find out how to improve the transmission of O2O in education and training enterprises, to find out the education characteristic differentiated education brand communication, and to improve the application level of traditional advertising media in O2O enterprises of education and training. By making full use of the new media communication and promotion platform to expand the influence of educational brand and to innovate the educational public relations activities to help students strengthen the enterprise ground communication and promotion methods, the educational and training enterprises can get better development in the tide of the Internet.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G523

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