兰州101网校市场营销优化策略研究

发布时间：2018-06-13 21:39

本文选题：兰州101网校 + 市场营销　；参考：《兰州大学》2011年硕士论文

【摘要】：随着社会经济和科技文化、网络行业的发展,教育的发展正在发生着巨大的变化,以互联网为核心的现代远程教育模式——在线学习正在成为全球性的教育培训的潮流和趋势。基础网络教育的发展如火如荼,在中小学网络教育市场上出现了许多网校,在网校的发展过程中面对同行强势及同质化竞争,经营者如何利用营销策略在市场竞争中处于优势,如何保持前几年的发展势头,是网校一个无法回避的问题。本文以兰州101网校为研究对象,运用市场营销学的有关知识对该网校和竞争对手进行透彻的分析和研究,对其市场营销策略提出自己的思考。本文阐述了网校的经营现状,对其在市场营销方面出现的问题进行了分析,着重论述了兰州101网校营销策略的优化研究及开发,利用4P、4C、4R、4V等营销理论,顾客价值让渡理论及差异化策略对网校的营销策略进行分析,从顾客关联、关系营销、顾客附加价值、广告促销等几个方面对网校的未来营销策略提出了构想,并根据这一构想提出了一系列实施措施和解决方案。论文研究和解决这些问题希望对兰州101网校的持续发展,提升其核心竞争力有一定意义,并且能为中小学网校的运营、发展提供新的思路。
[Abstract]:With the development of social economy, science and technology culture and network industry, the development of education is undergoing great changes. The modern distance education mode with the Internet as the core-online learning is becoming the trend and trend of global education and training. The development of basic network education is in full swing, many online schools appear in the network education market of primary and middle schools. In the course of the development of the network schools, they face the competition of peer strength and homogeneity, so how to make use of the marketing strategy to take advantage of the marketing strategy in the market competition. How to maintain the momentum of development in previous years, is an unavoidable problem. This paper takes Lanzhou 101 network school as the research object, uses the relevant knowledge of marketing to carry on thorough analysis and research to the network school and the competition, and puts forward own thinking to its marketing strategy. This paper expounds the current situation of the management of e-school, analyzes its problems in marketing, and emphatically discusses the optimization research and development of marketing strategy of Lanzhou 101 e-school, and makes use of the marketing theory, such as 4Pn4C4CU, 4RN4V, etc. Based on the theory of customer value transfer and the differentiation strategy, this paper analyzes the marketing strategy of the online school, and puts forward the conception of the future marketing strategy of the school from the aspects of customer connection, relationship marketing, customer added value, advertising promotion and so on. According to this concept, a series of implementation measures and solutions are put forward. It is hoped that the study and solution of these problems will be of significance to the sustainable development of Lanzhou 101 network school and the promotion of its core competitiveness, and can provide a new way of thinking for the operation and development of primary and secondary schools.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G434

【参考文献】