“跟谁学”公司市场营销策略优化研究

发布时间：2018-06-07 04:01

本文选题：在线教育 + 营销组合　；参考：《兰州大学》2017年硕士论文

【摘要】：近年来,随着移动互联网行业的迅速发展,在线教育行业迅速兴起,个性化、多元化、精准化的在线学习与培训市场的需求也随之迅猛增长,竞争越来越激烈。如何探索并寻找到适合自身的营销策略从而具有稳定的长期盈利能力,是在线教育服务公司目前亟需思考和解决的关键问题之一。本文以国内在线教育服务公司——“跟谁学”公司为研究对象,从介绍国内外在线教育的发展现状出发,基于市场营销管理的STP、市场营销组合等基础理论知识,运用PEST分析、“五力模型”、SWOT分析等工具和方法分析“跟谁学”公司所处的营销环境,并着重分析了“跟谁学”公司目前营销管理实践中现存的主要问题及其成因,分别从产品、价格、渠道和促销四个方面对其提出了改善市场营销现状的富有针对性的策略优化方案,并提出了实施这一方案的保障性措施与建议。本文通过研究后发现,作为纯粹的在线教育平台,“跟谁学”公司市场营销策略主要从四个方面优化。其中产品策略要遵循差异化原则,走标准化和精品化并举的开发路线,基于内容创新进行课程产品分类体系研发;价格策略要采用需求导向定价法,并将免费模式与收费模式相结合;渠道策略不仅要关注能够发挥自身优势的线上渠道,同时也要拓展具有很强的排它性的线下渠道;促销策略要优化促销手段的多样化和创新性,还要在广告促销上形成全方位覆盖线上、线下的整体广告投放体系。这些营销策略的优化方案,需要通过打造优秀高效的营销队伍,制定科学合理的营销激励措施以及完善客户为本的服务体系来保障和实现,这样“跟谁学”公司就会充分发挥内部优势,形成独特的竞争能力,探索出有利于本企业发展的更大的市场机会。希望本文的研究成果也能为我国其它在线教育服务机构提供借鉴与参考,使其为顾客提供更加精准的营销服务。
[Abstract]:In recent years, with the rapid development of the mobile Internet industry, the online education industry is rising rapidly. The demand of online learning and training market of individuation, diversification and precision is also growing rapidly, and the competition is becoming more and more fierce. How to explore and find suitable marketing strategies to have a stable long-term profitability is one of the key issues that need to be considered and solved by online education service companies. This article takes the domestic online education service company "who learns" company as the research object, embarks from the introduction domestic and foreign online education development present situation, based on the marketing management STP, the marketing combination and so on basic theory knowledge, uses the PEST analysis, The "five Force Model" and other tools and methods such as SWOT analysis are used to analyze the marketing environment of "who learns from" the company, and the main problems existing in the current marketing management practice of "who learn from who" and their causes are analyzed, respectively, from product and price. In this paper, four aspects of channel and promotion are put forward to improve the current situation of marketing strategy optimization plan, and put forward the implementation of this program safeguard measures and suggestions. This paper finds that, as a pure online education platform, the marketing strategy of "learn from who" company is optimized from four aspects. The product strategy should follow the principle of differentiation, develop the course product classification system based on content innovation, and adopt the demand-oriented pricing method. The channel strategy should not only focus on the online channel which can give play to its own advantages, but also expand the offline channel with strong exclusivity. In order to optimize the diversification and innovation of the means of promotion, the promotion strategy should form a comprehensive advertising system covering the line and off the line. The optimization schemes of these marketing strategies need to be guaranteed and realized by building excellent and efficient marketing teams, formulating scientific and reasonable marketing incentives and perfecting the customer-oriented service system. In this way, the company will give full play to its internal advantages, form a unique competitive power, and explore greater market opportunities conducive to the development of the enterprise. I hope the research results of this paper can also provide reference for other online education service organizations in China, so that it can provide more accurate marketing services for customers.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

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