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论文编号：	12170
作者编号：	2320180308
上传时间：	2020/12/14 15:39:32
中文题目：	“得到”App付费课程营销策略研究
英文题目：	“iget”App Paid Course Marketing Strategy Research
指导老师：	杜建刚
中文关键字：	得到App；知识付费；品控；营销策略
英文关键字：	iget App knowledge; Pay; Quality control; Marketing strategy
中文摘要：	本文所研究的平台型知识服务企业得到App的付费课程在发展和运营中遇到的一些问题，尤其是在市场营销和服务营销层面的问题，通过数据分析法、案例分析法、对比分析法等研究方法，提出了针对性的改进建议，最后提出了保障措施。其研究的目的在于针对更加新兴的平台型知识服务行业的深入研究，找到更好的管理模式和营销模式，有效降低企业和社会运营成本，减少资源浪费，从而为行业的发展起到相应的推动作用。 传统意义上的知识传播路径主要集中在全国各大高校、职业技能学校、专业培训中心，而现在，随着人们的消费主张、出行和支付方式、学习习惯的改变，在需求侧，我们同样需要更多元化、多渠道、碎片化、更高效、更便捷、更多细分领域的学习。而与此对应的供给侧，需要知识服务商们在知识涵盖领域，知识传播渠道，授课方式等都在发生变化，伴随着移动互联网的普及，平台型的知识服务企业应运而生，为用户提供了更加便捷和高效的学习方式，从而形成了一批内容提供者和平台运营方，并将用户和内容提供者通过交易撮合的方式有效对接起来。所以，本文首先对知识付费行业的发展历程进行了阐述了，讲述了知识服务行业兴起的时代背景和条件，并阐明了研究知识服务行业的意义。其次，对知识服务行业高速发展的利好因素进行了阐述，并且也讲述了发展的不利因素。 接着，本文通过对知识服务，平台型企业等相关概念进行了定义，得出得到App属于平台型企业的结论，然后详细讲述了得到App在运营过程中的问题，并通过对知识付费平台得到App的竞争格局、课程内容、营销策略等问题进行分析，并通过同类型的竞争产品各自的优势和劣势进行针对性比较，找到其发展的问题和瓶颈，然后通过STP理论，4P理论、7P理论、社群营销、互联网长尾理论等进行深入研究，找到该类型企业的营销策略中的不足，提出改进的方法和建议，为相应的知识付费企业提供一定的参考建议，也为该行业在社会中如何引导大众进行知识付费，养成终身学习的习惯提供一些借鉴意义，这也正是该论文所探讨内容的意义所在。
英文摘要：	This dissertation studies some problems encountered in the development and operation of paid courses for platform based knowledge service enterprises, especially in marketing and service marketing. Through data analysis, case analysis, comparative analysis and other research methods, this dissertation puts forward targeted improvement suggestions, and finally puts forward safeguard measures. The purpose of the research is to find a better management mode and marketing mode, effectively reduce the operating costs of enterprises and society, reduce the waste of resources, so as to play a corresponding role in promoting the development of the industry. In the traditional sense, knowledge transmission path is mainly concentrated in the major universities, vocational and technical schools, and professional training centers. Now, with the change of people's consumption proposition, travel and payment methods, and learning habits, on the demand side, we also need more diversified, multi-channel, fragmented, more efficient, more convenient and more subdivided areas of learning. With the popularization of mobile Internet, platform based knowledge service enterprises emerge as the times require, providing users with more convenient and efficient learning methods. As a result, a number of content providers and platform operators have been formed, and users and internal users have been transformed Capacity providers can be effectively connected by means of trade matching. Therefore, this dissertation first describes the development process of the knowledge payment industry, describes the background and conditions of the rise of the knowledge service industry, and expounds the significance of studying the knowledge service industry. Secondly, it expounds the favorable factors of the rapid development of knowledge service industry, and also describes the unfavorable factors of the development. Then, through the definition of knowledge service, platform enterprise and other related concepts, this dissertation draws the conclusion that App belongs to platform enterprise, and then describes in detail the problems in the operation process of getting App, and analyzes the competition pattern, course content, marketing strategy and other issues of the App obtained by the knowledge payment platform, and analyzes the advantages of the same type of competitive products Then through the in-depth study of STP theory, 4P theory, 7p theory, community marketing, Internet long tail theory and so on, this dissertation finds out the shortcomings of this type of enterprise's marketing strategy, and puts forward improvement methods and suggestions, so as to provide certain reference and suggestions for the corresponding knowledge payment enterprises, and also for the industry in the society How to guide the public to pay for knowledge and develop the habit of lifelong learning provides some reference significance, which is also the significance of this dissertation.
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