M公司学前教育网络营销研究

发布时间：2017-12-28 09:27

本文关键词：M公司学前教育网络营销研究　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：学前教育事业的发展强弱直接决定着人才培养的成功与否,进而影响到一个国家和民族的兴衰。从长远来看,任何一个国家和政府都将会继续在学前教育上增大投入。随着国家“二胎”政策的放开,中国的学前教育将面临一个前所未有的发展机遇。学前教育行业的发展机遇,必将带来各种学前教育办学机构质之间的竞争和整合。根据CNNIC2015年1月发布的《第35次中国互联网络发展状况统计报告》数据,截止2014年12月,我国网民规模达到6.49亿,全年共计新增网民3117万人。互联网普及率为47.9%,较2013年底提升了2.1个百分点。其中,互联网行业的发展显示了新的不同行业特点,一个是移动客户端用户的增长迅速,未来有超过PC网民的趋势;二是消费者的消费行为模式已经发生了转变,从AIDMA发展到了AISAS。说明互联网环境下,由于消费者行为模式的转变将会社会的变革,学前教育行业要主动的适应这种变革才能得到更好的发展。本文通过对学前教育网络营销的分析研究,结合当前学前教育网络营销新的时代环境,结合M公司学前教育网络营销的实际操作情况,分析探究出一套针对学前教育行业的网络营销体系,为竞争日益激烈的学前教育机构提供一个参考和指导,促进学前教育行业的健康发展,更好的保障0-6岁儿童的健康成长。本文通过对学前教育和网络营销分析,找到了两个行业的结合点,最后形成了对学前教育网络营销体系的搭建,突破了学前教育在网络营销方面没有体系的困局。
[Abstract]:The development of preschool education directly determines the success of talent training, and then affects the rise and fall of a country and a nation. In the long run, any country and government will continue to increase their input in preschool education. With the opening of the country's "second child" policy, China's preschool education will face an unprecedented opportunity for development. The opportunity for the development of the preschool education industry will bring about the competition and integration of various pre-school educational institutions. According to the statistics report of the thirty-fifth China Internet development statistics released in CNNIC2015 January, the number of Internet users in China has reached 649 million by the end of December 2014, and the total number of new netizens has increased to 31 million 170 thousand over the whole year. The Internet penetration rate was 47.9%, up 2.1 percentage points from the end of 2013. Among them, the development of the Internet industry shows the characteristics of new industries. One is the rapid growth of mobile clients, and the trend of over two Internet users. In the future, the consumer behavior pattern of consumers has changed, from AIDMA to AISAS. It shows that in the Internet environment, the transformation of the consumer behavior mode will lead to social change. The preschool education industry must adapt itself to this change to get better development. In this paper, through the analysis and research of preschool education of network marketing, combined with the current preschool education in the new era of network marketing environment, combined with the actual operation situation of preschool education network marketing company M analysis, explore a set for preschool education industry network marketing system, to provide a reference and guidance for the preschool education institutions increasingly fierce competition, promote the healthy development of pre-school education industry, better guarantee the healthy growth of children aged 0-6. Based on the analysis of preschool education and network marketing, this paper finds the combination point of two industries, and finally forms the network marketing system for preschool education, breaking through the predicament of preschool education in network marketing.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G512.72;F274

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