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论文编号：	13531
作者编号：	2320200575
上传时间：	2022/12/4 10:59:16
中文题目：	学科网股份有限公司服务营销策略研究
英文题目：	The Research on Service Marketing Strategy of XueKeWang Co., Ltd
指导老师：	刘建华
中文关键字：	K12；在线教育；内容资源；服务营销；营销策略
英文关键字：	K12; Online education; Content resources; service marketing; marketing strategy
中文摘要：	摘要 随着经济的发展，网络信息技术得到了很大的发展和使用，特别是教育领域，已成为传统教育的很好补充。无论从世界范围来看，还是从国内教育现状出发，在线教育已经成为教育发展的方式之一，并成为一只较为突出的力量。但同时我们可以看到，快速发展的背后，也带来了一些问题，但对以互联网为基础的教育模式探索不会停下脚步。 本文以学科网股份有限公司（以下简称“公司”）为主要研究对象而展开的服务营销策略研究。首先对研究对象的背景和意义做了简要阐述，并从三个方面对公司情况做了简要的说明，以此为基础，结合有关理论工具，从宏观环境、竞争环境以及公司自身的优劣势，面临的机会和威胁，进行营销环境分析并得出以下结论：在国家政策的影响下，校内教学会衍生出新的应用场景和机会。但同时，由于营销意识不足、产品创新不够、客户分层不足及部门协作障碍等因素制约着公司的发展，导致公司在市场上打不开局面，发展面临着极大的挑战和瓶颈，可能错失发展机遇。 为了有效解决这些问题，本文提出了营销策略方案。为比较宏观清晰的了解到市场形式，本文将终端客户做了细分梳理，并结合公司实际状况，确定公司的定位，选择适当的目标市场与之匹配的产品，针对目标市场制定相应的营销策略，主要包括产品策略、价格策略、推广策略、渠道策略和服务组合策略五个方面，并根据营销策略选择，从公司组织结构和制度、企业文化和人力资源、信息化和资金等六个层面论述对其实施提供保障。 本文从应用场景的变化制定营销策略，其适用性更强；另一方面本文以国家的政策为研究背景，从发展共赢的维度思考，进行营销策略研究。 当然本文中也存在着略微不足，主要是作者在相关市场营销理论基础上提出的营销策略方案，在实际工作中还需运用，用实践去验证。 关键词：K12；在线教育；内容资源；服务营销；营销策略
英文摘要：	Abstract With the development of the economy, network information technology has been extensively promoted and applied, especially in the field of education, which has become an excellent supplement to traditional education. No matter from the perspective of the world or the current situation of domestic education, online education has become one of the ways of education development and a more prominent force. But at the same time, we can see that rapid development has also brought some problems, but the exploration of Internet-based education mode will not stop. This paper takes XueKeWang Co., Ltd. (starting now referred to as "the Company") as the primary research object to carry out the service marketing strategy research. First, the background and significance of the research object are briefly described, and the company is briefly introduced from three aspects. Based on this, combined with relevant theoretical tools, the marketing environment is analyzed from the macro environment, competitive environment, the company's advantages and disadvantages, opportunities, and threats. Through the analysis of the marketing environment, the following conclusions are drawn. Under the influence of national policies, new application scenarios and opportunities have been derived from the school teaching association. But at the same time, the company's development is restricted by factors such as insufficient marketing awareness, insufficient product innovation, lack of customer stratification, and barriers to departmental cooperation, which lead to the company's inability to open up the market, facing significant challenges and bottlenecks in development, and may miss development opportunities. To effectively solve these problems, this paper proposes a marketing strategy. To have a clearer understanding of the market form, this paper has subdivided and sorted out the end customers, combined with the actual situation of the company, determined the company's positioning, selected products matching different target markets, and formulated corresponding marketing strategies for the target market, mainly including five aspects of product strategy, price strategy, promotion strategy, channel strategy, and service combination strategy, and selected according to the marketing strategy, This paper discusses the guarantee of its implementation from six aspects: the company's organizational structure and system, corporate culture and human resources, informatization, and capital. This paper formulates marketing strategies from the changes of application scenarios, which are more applicable; On the other hand, this paper studies the marketing strategy from the perspective of win-win development based on the national policy. Of course, this paper also has some things that could be improved, mainly the marketing strategy scheme based on the relevant marketing theory, which needs to be used in practical work and verified by practice. Key words: K12; Online education; Content resources; service marketing; marketing strategy
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