长春新东方在线课程的营销策略研究

发布时间：2018-02-10 18:39

本文关键词： 长春新东方在线培训课程营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息科学技术迅猛发展,特别是从互联网平台到互联网+,创造了打破时空地域的生活方式和学习习惯,使知识获取超越了原有的地面模式,实现了多途径、多手段的根本变化。以往的教与学,有着严格的时间与空间的限制。在互联网支持下的教育,实现的模式更便捷、更省时,为网上教学提供了可能。随着中国市场国际化程度日益加深,很多国外教育体系和机构主动来到国内,与公办学校形成合作。通过市场调查发现,在长春地区,民办培训机构份额最大约占32%。所以长春新东方所面对的竞争主要来自于其他民办机构。市场竞争激烈为长春新东方外语在线课程提供了新的挑战。在这样的背景下,非常有必要对长春新东方在线业务发展现状及市场营销环境进行分析,并结合营销学的相关理论,通过理论与实践的结合为长春新东方在线业务的发展提出市场营销策略并提供相关建议。本文以市场营销学理论为基础,主要应用文献研究法、SWOT分析法以及理论与实践相结合的研究方法.本文从长春新东方学校的现状,长春新东方在线培训课程的发展情况,由浅入深的剖析产生的原因。全文结合PEST理论和波力五力模型,对学校发展的宏观环境、产业环境和微观环境进行了由表及里、由浅入深的分析。然后,基于SWOT分析法,进一步分析当前所面对的优势和劣势,机会和威胁,进而为学校的在线课程制定了具有针对性的对策。在明确了长春新东方在线课程采用差异化战略之后,利用4P理论为框架,从产品、价格、营销、渠道四个方面,提出未来营销的手段和注意事项。主要应用文献研究法了解长春新东方外语网上营销即市场营销方向的学术理论,大致明确本文的理论研究基础,对比整理国内、国外的研究成果。根据SWOT分析法,解析出长春新东方外语在线课程营销的优势和劣势,机遇与威胁。以及理论与实践相结合的研究方法。制定了市场营销组合战略,基于对宏观环境和内部环境的分析,策划合理的产品策略。根据WO战略分析,长春新东方在线课程项目可以采取需求导向定价法。在市场推广上,主要分为网络推广和线下平面推广。长春新东方在线课程项目的销售渠道分为直接销售和代理销售。直接销售,指的就是没有中间商,消费者直接消费,直接获得商品或服务。为为了确保营销策略的有效执行,学校应该建立线上线下互动营销思维,调整人员分配,形成专门营销组织,同时重视网络营销,组成专门的网络营销团队。
[Abstract]:With the rapid development of information science and technology, especially from the Internet platform to the Internet, it has created a way of life and learning to break the space-time region, and made the acquisition of knowledge beyond the original ground model, and has realized many ways. The fundamental change of multi-means. Teaching and learning in the past, there are strict time and space constraints. Under the support of the Internet, the mode of education is more convenient, more time-saving, With the deepening internationalization of the Chinese market, many foreign educational systems and institutions have come to China on their own initiative to form cooperation with public schools. Through market research, we found that in Changchun, Private training institutions account for about 32% of the total. So the competition that Changchun New Oriental faces mainly comes from other private organizations. The fierce market competition provides a new challenge for Changchun New Oriental Foreign language online courses. It is very necessary to analyze the current situation and marketing environment of Changchun New Oriental online business, and combine the relevant theories of marketing. Through the combination of theory and practice, this paper puts forward the marketing strategy and provides relevant suggestions for the development of Changchun New Oriental online business. This paper mainly applies the method of literature research and the research method of combining theory with practice. This paper introduces the current situation of Changchun New Oriental School and the development of Changchun New Oriental online training course. Combined with PEST theory and wave force five force model, this paper analyzes the macro environment, industrial environment and micro environment of school development from the outside to the inside, from the shallow to the deep. Then, based on the SWOT analysis method, Further analysis of the current strengths and weaknesses, opportunities and threats, and then for the school's online curriculum to formulate targeted countermeasures. After defining the Changchun New Oriental online curriculum using differentiation strategy, the use of 4P theory as the framework, From four aspects of product, price, marketing and channel, the paper puts forward the means and matters needing attention in the future marketing. It mainly applies the literature research method to understand the academic theory of Changchun New Oriental Foreign language online Marketing, that is, the marketing direction. According to SWOT analysis, the advantages and disadvantages of Changchun New Oriental Foreign language online course marketing are analyzed. Opportunity and threat. As well as the research method of combining theory with practice. The marketing combination strategy is formulated, based on the analysis of macro environment and internal environment, reasonable product strategy is planned. According to WO strategy analysis, Changchun New Oriental online course project can adopt the demand-oriented pricing method. The sales channels of Changchun New Oriental online course project are divided into direct sales and agency sales. Direct sales refers to the direct consumption of consumers without middlemen. Direct access to goods or services. In order to ensure the effective implementation of marketing strategies, schools should establish online and offline interactive marketing thinking, adjust the distribution of personnel, form a special marketing organization, and attach importance to network marketing. Form a special network marketing team.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434;F274

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