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论文编号：	11173
作者编号：	2320170636
上传时间：	2019/12/8 15:30:52
中文题目：	互联网在线教育“趣口才”公司营销策略研究
英文题目：	Research on Marketing Strategy of Internet Online Education Company - Beijing Interesting Eloquence Education Technology Co., Ltd.
指导老师：	焦媛媛
中文关键字：	在线教育；市场营销；网络营销
英文关键字：	Online Education; Marketing; Network Marketing
中文摘要：	近年来，随着社会发展，二胎政策的开放和教育消费全面升级。80后新生代父母对子女的教育需求已经不仅仅停留在应试教育层面，也不再满足于学校基础课程教育。而是逐渐向学前教育、课外教育、素质教育等方向发展。互联网技术和网络基础设施逐渐成熟，使得越来越多的家长开始为孩子选择线上教育课程。尤其是在线直播技术的成熟，推动在线教育进入了新的时代。在种种利好环境下，互联网在线教育公司如雨后春笋般涌现。如何在激烈的市场竞争中取得优势，在众多品类和品牌项目中脱颖而出；如何满足用户个性化的教学需求，提供高质量的教学产品和教学服务；如何保证营销策略的顺利执行，提高运营效率，是互联网在线教育公司亟待解决的问题。北京趣口才教育科技有限公司即是其中一家创业型在线教育公司，为4-12岁少儿提供在线真人一对一形式的语言表达力教育服务。 本文以北京趣口才教育科技有限公司为研究对象，就趣口才公司市场营销策略问题进行研究。作者查阅大量国内外文献和市场营销相关理论，为本文的研究积累的大量参考资料。本文基于菲利普·科特勒的营销管理相关理论分析了趣口才公司的行业环境、STP差异化和营销存在问题。基于服务营销7Ps理论和网络营销理论为趣口才公司提出了多种营销策略以解决趣口才目前的营销问题。并制定相应的实施保障措施，提出组织优化策略和风险管控措施，以确保市场营销策略的落地执行。使得趣口才可以在激烈的竞争环境中脱颖而出。 本文选择的研究对象是在行业中较为特殊的中文语言素质教育类项目，有较强的研究意义。本文通过对趣口才公司市场营销策略的研究，得出了较为切实可行的研究结论，不但可以提升趣口才公司的营销效率，还可以对其他在线教育公司的营销策略提供理论参考价值和现实指导作用。
英文摘要：	In recent years, with the development of society, the opening of the second child policy and the overall upgrading of educational consumption. The educational needs of the parents of the new generation after 1980s have not only stayed at the level of examination-oriented education, but also no longer satisfied with the basic curriculum education in schools. But gradually to preschool education, extracurricular education, quality education and other directions. With the maturity of Internet technology and network infrastructure, more and more parents begin to choose online education courses for their children. Especially with the maturity of live broadcasting technology, online education has entered a new era. Under all kinds of favorable circumstances, Internet online education companies sprang up like bamboo shoots after a spring rain. How to gain advantages in the fierce market competition and stand out in many categories and brand projects; how to meet the personalized teaching needs of users and provide high-quality teaching products and services; how to ensure the smooth implementation of marketing strategies and improve operating efficiency are urgent issues for Internet online education companies. Problem. Beijing Interesting Eloquence Education Technology Co., Ltd. is one of the pioneering online education companies, providing online real-life one-to-one language expression education services for children aged 4-12 years. This thesis takes Beijing Interesting Eloquence Education Technology Co., Ltd. as the research object, and studies the marketing strategy of Interesting Eloquence Co., Ltd. The author consulted a large number of domestic and foreign literature and marketing theory, and accumulated a large number of reference materials for this study. Based on Philip Kotler's marketing management theory, this thesis analyses the industry environment, STP differentiation and marketing problems of Interesting Eloquence Company. Based on the 7Ps theory of service marketing and the network marketing theory, the company puts forward a variety of marketing strategies to solve the current marketing problems of interesting eloquence. In order to ensure the implementation of marketing strategy, we should formulate corresponding implementation safeguard measures, put forward organizational optimization strategy and risk control measures. Only in this way can interesting words stand out in the fierce competitive environment. The research object chosen in this thesis is a special Chinese language quality education project in the industry, which has strong research significance. Through the study of marketing strategy of Interesting Eloquence Company, this thesis draws a more practical conclusion, which can not only improve the marketing efficiency of Interesting Eloquence Company, but also provide theoretical reference value and practical guidance for other online education companies marketing strategy.
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