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论文编号：	7593
作者编号：	2220120501
上传时间：	2015/6/16 10:57:17
中文题目：	网络教育的市场推广与服务体系研究
英文题目：	The Marketing and Service of Online Education
指导老师：	白长虹
中文关键字：	网络教育；市场营销；服务
英文关键字：	Online education, marketing, service
中文摘要：	网络教育已经成为现在教育领域当中新的教育形式，实施网络教育的关键是创设合理有效的网络教育平台。通过建设特色教育网站，综合应用各种网络营销手段来实现教育机构的网络营销职能。提供高质量的网络教育服务，以服务为理念提高网络教育质量，积极探索适合中国网络教育发展的教学模式。基于网络教育服务质量框架和全面质量管理理论，并结合了互联网教育公司的运营经验，制订网络教育服务质量保证标准，用以监控和评测网络教育机构的服务质量管理水平，并根据评测结果和服务质量保证标准敦促其改进和提升网络教育服务质量，为学习者提供优质的网络教育服务，以最终保障学习者享受高质量网络教育服务的合理权益。新世纪以来，现代教育技术理论以及互联网技术，特别是移动互联网技术的快速进步，使教育教育形态发生了翻天覆地之变化。 本文在研究过程中运用的研究方法主要包括调查法和案例研究法。调查法是指以书面和口头问答的方式，全面地收集关于研究对象某方面情况的各种材料，对其进行分析、整理，进而得到相关结论的研究方法；它的目的是全面地了解、掌握当前的状况，搞明白问题的前因后果，从而为接下来的研究或决策提供论点和依据。本文采用了资料查阅、访谈、总结工作实践等多种调查方式，进而掌握了网络教育的资源状况、营销模式、服务质量、未来发展趋势等相关资料。 案例分析法作为一种定性的研究方法，广泛应用于问题研究。案例研究使得人们能够对相关事物或现象进行探索和描述，研究人员也可以通过案例研究建立新的理论，或对已有的理论进行验证、更改或延伸；同时，案例研究也是为现存问题寻找解决方法的重要途径之一。本文以新东方为研究案例，针对新东方的经营能力，营销方式，市场竞争，服务质量，企业管理等方面展开分析，以分析结果为主要依据，论证网络教育营销模式及服务质量管理对教育培训企业发展的重要性，并展望我国网络教育的前景。
英文摘要：	Online education has now become a new form of education in the field of education. The key to the implementation of online education is to create reasonable and effective online education platform. By building a personalized educational websites and mobile terminals and using various kinds of network marketing method to achieve network marketing functions of education institutions, provide high-quality online education service, take service as the idea to improve the quality of online education, and actively explore the model of teaching which suits Chinese online education. Based on the quality framework of online education service and the overall quality control theory, combined with the functioning of online education institutions, quality assurance standards of online education service can be set to monitor and evaluate service quality and management levels of online education institutions. According to the evaluation results and service quality assurance standards they should be urged to improve and enhance service quality of online education to provide quality online education service to learners and finally guarantee the learner’s rights and interests to enjoy high-quality online education service. In this paper, the course of the study research methods include surveys and case study methods. Survey refers to writing and oral questions and answers, comprehensive collection of materials on certain aspects of the study, analyze, organize, and then get the relevant conclusions of research methods; its purpose is to fully understand and master the current situation, do understand the problem of cause and effect, so as to provide arguments and evidence for subsequent research or decision. In this paper, the access to information, interviews, summarize a variety of investigation work practices, then grasp the resources online education, marketing model, quality of service, future trends and other relevant information. Case analysis ，as a qualitative research method, has been widely used to study the issue. Case study makes it possible to explore things or phenomena related and described Researchers can also create a new theory through case studies, or to validate existing theory, change or extension; the same time, the case study is to find solutions to existing problems. In this paper, the New Oriental English Training School as case studies to analyze for its viability , marketing, market competition, quality of service, corporate management, to analyze the results based primarily on the argument online education marketing model and service quality management education and training of enterprise development importance and prospect of online education.
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