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论文编号：	11916
作者编号：	2320170491
上传时间：	2020/8/10 1:11:02
中文题目：	SJ教育培训公司在线教育项目市场营销策略研究
英文题目：	Marketing Strategy Research of SJ Education Institution based on Online Education
指导老师：	张永强
中文关键字：	K12;SJ教育培训公司;在线教育;营销策略
英文关键字：	K12;SJ Education Institution;Online Education;Marketing Strategy
中文摘要：	教育行业一直是创业者们热捧的目标，无数的创业者都将其列为创业的首选目标。伴随着互联网技术的发展，互联网的模式也对教育行业产生了深远的影响。互联网教育和传统的教育模式项目，其优势逐渐凸显，时间上突破了传统的教育模式的束缚，空间上也解决了传统教育模式的限制。因此不管是创业团队还是投资人都快速的进入了在线教育领域。基于人口红利，我国的K12教育市场空间自然显露出来。在政策法规、社会因素、经济模式、环境因素等多方面的影响下，在线教育已经不再是过去的粗放型增长，而是整体进入了正规有序的发展路线上。因为教育行业固有的特点，整个行业很难有质的飞跃和变化。不过K12教育伴随着互联网的高速发展，原本模式固定的模式便产生了复杂的变化，因此从事K12在线教育的从业者要做好一场搏杀的准备。 本文以SJ教育培训公司的经营和发展现状为研究背景，结合企业发展战略和K12在线教育的有关理论性探索，综合运用PEST分析对SJ教育培训公司所处的宏观生存环境进行解析，同时结合五力模型对SJ教育培训公司的K12在线教育领域的行业竞争环境进行详细解析，最终解释SJ教育培训公司的竞争优势种种在团队优势、产品研发优势、精准的自我市场定位，以及整体人员构成相对较为合理这四个组成部分。而相对的弱势就主要集中在公司的企业文化过于倾向互联网、综合性人才短缺、员工的稳定性差以及资本短缺。SJ教育培训公司恰逢政策红利、整体经济高速发展红利、技术快速迭代红利的时代中，同时也面临着行业中同业竞争者实力强劲，教学课程同质化非常严重的现象。SJ教育培训公司制定出以一体化增长为主，加强职能战略和竞争战略，综合运用学科覆盖面广泛，信息化技术快速迭代，与此同时巩固固有的线下实体教学辅助在线教育的一体化总体战略。深挖组织结构、人力资源制度、公司战略制定执行、风险管理等多个方面，对营销策略的实施提供保障措施。
英文摘要：	Education industry has always been a hot target for entrepreneurs, and countless entrepreneurs have listed it as the first choice for entrepreneurship. With the development of Internet technology, the mode of Internet also has a profound impact on the education industry. The advantages of Internet Education and traditional education mode projects are gradually prominent. They break through the shackles of traditional education mode in time and solve the limitations of traditional education mode in space. Therefore, both entrepreneurial teams and investors have entered the field of online education rapidly. Based on the demographic dividend, China's K12 education market space naturally emerges. Under the influence of policies and regulations, social factors, economic models, environmental factors and other factors, online education is no longer the extensive growth in the past, but the whole into a formal and orderly development route. Because of the inherent characteristics of the education industry, it is difficult for the whole industry to have a qualitative leap and change. However, due to the development at top speed of the Internet, the original fixed mode of K12 education has produced complex changes, so practitioners engaged in K12 online education should be prepared for a fight. Based on the research background of SJ Education Institution's operation and development status, combined with the enterprise development strategy and the theoretical exploration of K12 online education, this paper analyzes the macro living environment of SJ Education Institution by using PEST analysis, and analyzes the industry competition environment in K12 online education field of SJ Education Institution by combining the five force model Explain the competitive advantages of SJ Education Institution in four parts: team advantage, product development advantage, precise self market positioning, and relatively reasonable overall personnel composition. The relative weakness is mainly concentrated in the company's corporate culture too inclined to the Internet, comprehensive talent shortage, poor stability of employees and capital shortage. SJ Education Institution coincides with the era of policy dividend, high-speed development dividend of the overall economy, and rapid iteration dividend of technology. At the same time, SJ Education Institution also faces the phenomenon that the strength of competitors in the industry is strong and the homogeneity of teaching courses is very serious. SJ Education Institution has developed an integrated growth oriented, functional and competitive strategy, comprehensive use of a wide range of disciplines, rapid iteration of information technology, and at the same time consolidate the inherent integrated overall strategy of offline entity teaching assisted online education. In order to provide guarantee measures for the implementation of marketing strategy, we need to dig into organizational structure, human resource system, corporate strategy formulation and implementation, risk management and other aspects.
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