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论文编号：	15883
作者编号：	2320233772
上传时间：	2025/12/11 23:53:23
中文题目：	Z公司在线基础教育大班产品的营销策略优化研究
英文题目：	Marketing Strategy Optimization Study for Z Company''''''''''''''''s Large-Scale Online Basic Education Program
指导老师：	姚欣林
中文关键字：	在线基础教育；在线基础教育大班课程；营销策略优化；STP 理论；4P 理论
英文关键字：	Online basic education; online basic education large class courses; Marketing strategy optimization; STP theory; 4P Theory
中文摘要：	当前全球教育数字化浪潮加速演进，以人工智能、大数据为核心的技术革 新正重塑教育服务的供给形态：从国际视野看，在线教育已突破“补充工具” 定位，成为推动教育公平、实现个性化学习的核心载体，尤其在职业教育与终 身学习领域展现出强劲增长动能。在国内，教育领域在“科技赋能教育”战略 指引下，经历了从规模扩张到质量提升的深刻转型。政策层面持续优化数字教 育生态，既通过“教育新基建”为技术应用铺路，又以规范化治理引导行业健 康发展；市场层面，用户对在线教育的接受度已突破 70%，学习场景从在线基 础教育向全学段延伸，付费意愿与服务品质诉求同步提升。在此背景下，基础 教育在线化呈现“规模化服务与个性化需求并存”的特征，如何通过创新营销 策略平衡效率与体验，成为行业可持续发展的关键命题。 本研究以 Z 公司在线基础教育大班课程产品为研究对象，综合运用 STP 理 论和 4P 理论，结合 PEST、波特五力模型及 SWOT 分析工具，系统考察了其营 销策略的现状与问题。通过问卷调查和深度访谈，收集了 355 份有效问卷和 472 分钟的访谈数据，深入分析了产品、价格、渠道、促销四个维度的用户反馈和 内部运营瓶颈。研究发现，Z 公司在技术研发和规模化运营方面具有优势，但在 个性化服务、渠道稳定性、定价机制和营销效率上存在明显短板。基于此，研 究提出了市场细分精细化、技术赋能个性化、价格体系差异化以及促销活动精 准化等优化建议，旨在为 Z 公司及同类企业提供实践参考。 研究结果表明，在线基础教育大班课程的成功营销需兼顾规模化与个性化 的平衡，技术工具的应用应聚焦实际教学场景的痛点解决，而非形式化创新。 同时，价格策略需适配不同地域和用户群体的消费能力，渠道布局应强化线上 稳定性和线下渗透力，促销活动则需提升精准度和用户信任感。这些结论不仅 为 Z 公司优化营销策略提供了理论依据，也为在线教育行业从流量驱动向价值 驱动的转型提供了实践启示。未来，企业需进一步深化技术与教育的融合，探 索更灵活、更高效的营销模式，以应对政策与市场的双重挑战。
英文摘要：	The current global trend of digitalization in education is accelerating, and technological innovations centered on artificial intelligence and big data are reshaping the supply of educational services. From an international perspective, online education has broken through its positioning as a "supplementary tool" and become a core carrier for promoting educational equity and achieving personalized learning, especially in the fields of vocational education and lifelong learning, showing strong growth momentum. In China, the education sector has undergone a profound transformation from scale expansion to quality improvement under the guidance of the "technology empowered education" strategy. Continuously optimizing the digital education ecosystem at the policy level, not only paving the way for technological applications through "new infrastructure for education", but also guiding the healthy development of the industry through standardized governance; At the market level, users' acceptance of online education has exceeded 70%, and learning scenarios have extended from online basic education to the entire learning stage. The willingness to pay and the demand for service quality have also increased synchronously. In this context, the onlineization of basic education presents the characteristics of "coexistence of large-scale services and personalized needs". How to balance efficiency and experience through innovative marketing strategies has become a key proposition for the sustainable development of the industry. This study takes Z Company's online basic education large class course product as the research object, comprehensively applies STP theory and 4P theory, and combines PEST, Porter's Five Forces model, and SWOT analysis tool to systematically examine the current situation and problems of its marketing strategy. Through questionnaire surveys and in-depth interviews, 355 valid questionnaires and 472 minutes of interview data were collected, and user feedback and internal operational bottlenecks in four dimensions of product, price, channel, and promotion were analyzed in depth. Research has found that Company Z has advantages in technology research and development and large-scale operations, but there are II Abstract significant shortcomings in personalized services, channel stability, pricing mechanisms, and marketing efficiency. Based on this, the study proposes optimization suggestions such as refined market segmentation, personalized technology empowerment, differentiated pricing systems, and precise promotional activities, aiming to provide practical reference for Z Company and similar enterprises. The research results indicate that the successful marketing of online basic education large class courses needs to balance scale and personalization, and the application of technological tools should focus on solving pain points in actual teaching scenarios rather than formal innovation. At the same time, pricing strategies need to be adapted to the purchasing power of different regions and user groups, channel layout should strengthen online stability and offline penetration, and promotional activities need to improve accuracy and user trust. These conclusions not only provide theoretical basis for Z company to optimize its marketing strategy, but also provide practical inspiration for the transformation of the online education industry from traffic driven to value driven. In the future, enterprises need to further deepen the integration of technology and education, explore more flexible and efficient marketing models to cope with the dual challenges of policies and markets.
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