滬江網(wǎng)在線教育營銷策略研究

14900字

摘要：近幾年，隨著信息技術(shù)的迅速發(fā)展，在線教育作為一種新型的教育方式逐漸興起。本文首先提出了在線教育給教育培訓(xùn)機(jī)構(gòu)帶來的機(jī)遇、挑戰(zhàn)以及對教育培訓(xùn)機(jī)構(gòu)新型營銷的影響。然后結(jié)合滬江網(wǎng)的案例，分析其仍存在的問題和挑戰(zhàn)。如何實(shí)施滬江網(wǎng)在線教育的營銷，本文提出了開通校訊通服務(wù)、增加課程的趣味性等策略。同時滬江網(wǎng)仍然需要引進(jìn)及培養(yǎng)專業(yè)人才，建立完善的組織體系、充分發(fā)揮教育培訓(xùn)機(jī)構(gòu)官方網(wǎng)站作用、樹立網(wǎng)絡(luò)品牌形象、完善在線教育顧客服務(wù)和正確面對并解決所面臨的缺陷。

關(guān)鍵詞：滬江網(wǎng)、在線教育、網(wǎng)絡(luò)營銷


HuJiang Network Marketing Strategies for Online Education
Abstract：In recent years, with the rapid development of information technology, online education as a new form of education is gradually rising. This paper first presents online education to the education and training institutions to bring opportunities, challenges and the impact on the marketing of new education and training institutions. Then combined with HuJiang Network case, analyze the problems and challenges which still exist. How to implement HuJiang network marketing online education network, this paper presents the opening of School Paper services, programs and other strategies to increase interest. Meanwhile HuJiang network still needs to introduce and train professionals, establish and improve the organizational system, give full play to the role of education and training institutions official website, establish a network brand image, improve customer service and online education right face to face and resolve defects.

Keywords: HuJiang Network, online education, online marketing


目 錄
第一章 導(dǎo)論 - 1 -
1.1 研究背景 - 1 -
1.2 研究的目的和意義 - 1 -
1.3 論文研究的思路和結(jié)構(gòu) - 2 -
第二章 我國在線教育行業(yè)發(fā)展現(xiàn)狀分析 - 3 -
2.1 我國在線教育行業(yè)發(fā)展的外部環(huán)境分析 - 3 -
2.2 我國在線教育行業(yè)發(fā)展現(xiàn)狀分析 - 5 -
2.3 我國在線教育行業(yè)存在的典型問題及原因分析 - 8 -
第三章 滬江網(wǎng)在線教育發(fā)展現(xiàn)狀分析 - 10 -
3.1 滬江網(wǎng)發(fā)展現(xiàn)狀 - 10 -
3.2滬江網(wǎng)的主要競爭對手分析 - 11 -
3.3 滬江網(wǎng)的SWOT分析 - 12 -
3.4滬江網(wǎng)在線教育存在的典型問題及原因分析 - 15 -
第四章 滬江網(wǎng)在線教育營銷對策分析 - 17 -
4.1產(chǎn)品策略 - 17 -
4.2價格策略 - 17 -
4.3渠道策略 - 19 -
4.4促銷策略 - 19 -
第五章 結(jié)論與展望 - 21 -
致 謝 - 22 -
參考文獻(xiàn) - 23 -