培生教育集团与中国教育出版传媒集团在线教育出版比较研究

发布时间：2017-12-28 12:05

本文关键词：培生教育集团与中国教育出版传媒集团在线教育出版比较研究　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：以培生教育集团和中国教育出版传媒集团的在线教育出版为研究对象,对培生教育集团和中国教育出版传媒集团的在线教育出版产品进行多方面的比较,分析中国教育出版传媒集团在线教育出版方面的优势与不足,并为其进一步的发展提出合理化的建议。对在线教育产品的比较主要分为产品结构比较、产品运作模式比较、营销方式比较和盈利模式比较四方面。在产品结构比较上,主要比较了两者的产品结构,并分析了形成不同产品结构的原因。在产品运作模式比较上,根据产品运作模式的不同将产品分为资源汇聚平台类产品、互动学习平台类产品、考试类产品和在线教育平台类产品四类,并分别选择了两家出版集团的代表性产品进行比较。资源汇聚平台类产品选择了中国教育出版传媒集团的“人教版网络配套资源平台”作为例子,分析了它的产品形式。互动学习平台类产品则选择了Pearson MylabPearson Mastering与“人教e学”进行对比,比较两者的产品形式。考试类产品则以Pearson VUE为例子,分析了它的产品形式。在线教育平台类产品以Pearson Embanet、“爱课程”网和“中国大学MOOC”为例子,对他们的产品运作模式进行了比较和分析。在营销方式比较上,对“与纸质出版物合作的营销方式”和“独立的营销方式”进行了分析和比较。在盈利模式比较上,主要对免费模式、“免费”赠送模式和收费模式进行了分析和比较。通过这些比较,进一步研究了中国教育出版传媒集团在线教育出版的优势和不足。中国教育出版传媒集团在线教育出版的优势为:内容资源丰富、营销渠道多元化和政策优势;存在的问题主要有:产品不够健全、营销过度依赖纸质出版、盈利模式单一和市场开发不够完善。结合实际,从整合资源、完善产品线,引进人才鼓励创新,开发适合的盈利模式和积极参与市场竞争四个方面给出了解决建议和措施。
[Abstract]:The Pearson Education Group and China education publishing online education publishing media group as the research object, are compared in many aspects of online education publishing media group of Pearson Education Group and China education publishing products, analysis of China education publishing media group of Online Education Publishing's advantages and disadvantages, and put forward reasonable suggestions for further the development of. The comparison of online education products is mainly divided into four aspects: the comparison of product structure, the comparison of the mode of product operation, the comparison of marketing mode and the comparison of the profit model. In the comparison of product structure, the product structure of the two is compared, and the reasons for the formation of different product structures are analyzed. In the mode of operation of the product comparison, according to the mode of operation of the product of different products will be divided into resource gathering platform products, interactive learning platform products, test products and online education platform of four kinds of products, and chooses two representative publishing group to compare products. Resource gathering platform products choose the China education publishing media group's "people's education platform network supporting resource platform" as an example, and analyze its product form. Interactive learning platform products chose Pearson MylabPearson Mastering compared with the "people's education, compare the e" product form. The product form of the test product is analyzed with Pearson VUE as an example. Online education platform products take Pearson Embanet, "love course" network and "China University MOOC" as an example to compare and analyze their product operation modes. In the comparison of marketing methods, the "marketing mode of cooperation with paper publications" and "independent marketing mode" were analyzed and compared. In the comparison of profit model, this paper mainly analyzes and compares the free model, "free" gift model and charge mode. Through these comparisons, the advantages and disadvantages of online education and publishing in China's educational publishing and media groups are further studied. The advantages of online education publishing of China education publishing media group are: rich content resources, diversified marketing channels and policy advantages. The main problems are: inadequate products, excessive reliance on paper publication, single profit mode and imperfect market development. Combined with the actual situation, suggestions and measures are put forward from four aspects: integrating resources, improving product lines, introducing talents, encouraging innovation, developing profitable profit models and actively participating in market competition.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434;G230.7

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