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论文编号：	12629
作者编号：	2320180344
上传时间：	2021/6/17 13:15:26
中文题目：	学大在线教育营销策略的研究
英文题目：	Research on Xueda Online Marketing Strategy
指导老师：	牛芳
中文关键字：	在线教育；学大教育；市场细分；营销策略
英文关键字：	Online education; Major in education; Market segmentation; The marketing strategy
中文摘要：	伴随着市场经济的持续增长，人民的收入也稳步提升，同时日益增长的还有人们对文化教育的精神方面的需求和要求，而在实际情况中教育资源不均衡的现状和线下昂贵的教育成本，使得人们把目光更多地投向了在线教育，与此同时，互联网技术发展的日臻成熟打破了以往我们对教育行业的定义，为传统教育市场带来了新的模式。 目前很多传统教育机构都将目光投向了在线教育这块市场；同时由于行业门槛较低，越来越多的人员和资本进入这一行业，使得这一行业的竞争非常激烈。学大教育集团作为国内规模较大同时在一对一辅导教育机构方面也是起步较早的综合性教育机构之一，同样也因此面临着如何在激烈的市场竞争中迅速获得其竞争优势，同时也能够通过运用合理的营销策略来获得进一步的增长和发展，这直接影响到公司的生存和发展，这同时也是摆在其他教育机构面前迫在眉睫的问题。 本文以探索和研究学大在线教育的整体营销战略，所做的主要工作为了查找资料阅读与现有的营销学理论及相关的书籍资料并充分地调查了解到该集团实际情况后，理论与实践相互相结合起来来探索和研究该集团在线教育的整体营销战略。首先简要介绍了这篇论文所涉及的研究背景与其意义以及所涉及的研究思路方法和工具，其次简要描述了我国学大在线教育的市场的营销的战略与策略，并且进一步分析了学大现在教育营销战略和策略中可圈可点和有待进一步改进的地方；最后对学大在线教育的营销策略提出优化及实施的保障措施。 本文旨在解决学大在线教育用户诟病的地方，探索行之有效的可验证的营销策略和战略帮助学大在线教育巩固和扩大竞争优势，同时也为其他在线教育的企业制定营销策略和战略时提供些许的参考价值。
英文摘要：	Along with the steady growth of market economy, people's incomes are rising steadily, at the same time, the growing demand for cultural education of mental health and people and requirements, and in the actual situation of the present situation of the education resources is not balanced and offline expensive cost of education, make people look more towards education online, at the same time, The increasingly mature development of Internet technology has broken our previous definition of the education industry and brought a new model to the traditional education market. At present, many traditional educational institutions are focusing on the online education market. At the same time, due to the low thresholds of this industry, more and more people and money enter into this industry, making the competition intensified. Xueda education group as a large scale in one-on-one coaching education started at the same time, one of the early education institutions also face how to gain a competitive advantage in the fierce market competition, at the same time can through the reasonable use of marketing strategy for further growth and development, which directly affect the company's survival and development, it is also facing the other institutions of education the immediate problem. The main purpose of this thesis is to explore and study the marketing strategy of online education of Xueda. The main work done is to walk through the already existed books and materials involved with marketing theory and well ascertained the actual screen shot of the group, after that the company's marketing strategy of online education was dived by use of combining theory with practice. First and foremost, the setting and meaning of the research in the thesis was introduced, as well as the methods and tools of the research. Secondly, the current screen shot of online education marketing strategies and strategies of Xueda was described. Finally, Suggestions for improving the marketing strategy of online education and related supporting measures are put forward. This thesis aims to solve the complaints of XueDa online education users, explore effective and verifiable marketing strategies and strategies to help XueDa online education consolidate and expand its competitive advantages, and also provide some reference value for other online education enterprises to formulate marketing strategies and strategies.
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