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某网络教育机构营销管控模式探究

时间:2019-02-21 11:59作者:曼切
本文导读:这是一篇关于某网络教育机构营销管控模式探究的文章,本文的写作目的,是以 QT 教育公司为例,查找互联网教育企业在大数据时代背景下的营销管理问题,分析原因并科学制定合理可行的实施对策,为互联网教育企业改进营销管理的策略措施提供依据。

  本篇文章目录导航:

【题目】某网络教育机构营销管控模式探究
【第一章】互联网教育公司市场营销研究绪论
【第二章】营销管理理论和互联网教育概述
【第三章】教育公司的营销管理现状与问题
【第四章】教育企业营销管理问题的原因分析
【第五章】教育公司营销管理的策略与实施建议
【结论/参考文献】网络教育培训公司营销管理研究结论与参考文献

  摘 要

  
  近些年,伴随着网络信息技术的快速发展,多媒体形式下的教育,开始成为市场上的突出优势,逐渐成为周围注意的新鲜事务,大量资金逐渐对在线教育产生了浓厚的兴趣,这也是近年来兴起的,这种类型的在线教育通过多种多媒体工具随着技术提高的逐渐发展,并紧跟时代发展的趋势,得到全面的发展和推进。互联网的发展速度非常之快,在此背景下人们的生活方式和工作方式都被极大地影响着,同时产生了新媒体,它具有交互性及社会性的特性。社会生活中人们对于消费方面在心理与行为上也被新媒体深深的影响了,新媒体借此将营销创新发展到一定的新高度,对传统的营销模式形成了很大的冲击。民间教育机构在市场营销成本上,因为教育培训行业在营销实践中能够深入地运用到网络信息技术而得到有效降低,民办教育机构的营销效率也有了很大提高,甚至对于教育培训机构在转型升级方面创造了很好的条件。新形势下的在线教育模式,结合了营销管理的相关理论内容,注重企业的组织目的,积极的构建并维持了目标市场针对教育的需求,逐步开始实现双赢的局面,发展中注重营销管理的创新与发展。
  
  本文在当前大数据时代的互联网教育此背景下,阐述了新时代互联网教育的内涵和营销管理方面的研究意义。 “互联网+教育”已升格为国家战略层面。 随着国家对教育信息化政策的不断发布,大量资金对互联网教育这一行业产生了极大的兴趣并对其积极投资,以大数据、虚拟现实、和人工智能等为代表的创新科技和新技术在工业中慢慢得到实际应用,开创了互联网教育革命的新浪潮。互联网教育企业风起云涌,都想借助这次互联网教育发展的趋势性机会在市场上占有一席之地,甚至独占鳌头。如何根据时代的变化改旧换新,促进企业不断发展,是所有企业都值得深思的问题。本文的写作目的,是以 QT 教育公司为例,查找互联网教育企业在大数据时代背景下的营销管理问题,分析原因并科学制定合理可行的实施对策,为互联网教育企业改进营销管理的策略措施提供依据。
  
  在研究方法上,首先是利用文献分析,大量搜集在线远程教育相关的文献资料,不局限于国内期刊杂志,还网罗了国外大量的资料、学术记录、出版刊物等,通过多渠道全方位的文献学习,并对其进行深入的研究和思考。第二是采用案例分析法,以 QT 教育公司的营销管理案例为研究对象进行分析,结合相关理论指导实践的方法。第三是运用数据分析的方法,对 QT 教育公司官方网站上悬挂的公司各项情况,公司上市的相关资料,公司历年经营的业绩情况资料和有关联的大小事件资料以及比较大众化微信和网站平台发布的相关信息等资料进行收集,分类,总结和总结。第四是运用调查分析法,对互联网教育的市场需求情况进行问卷调查,收集调查资料并进行统计分析,得出目标市场的实际情况,对照公司管理现状分析其在营销管理中的特点和问题。第五是运用综合分析的方法,重点研究与行业相关的营销模式,从社会发展的角度出发和分析并查找出问题所在,科学合理地制定出解决问题的对策,既全局性地从外部因素层面也局部性地从营销管理方面,对现实社会背景下的在线教育模式和营销管理策略进行深入分析,从 QT 教育公司营销管理方面分析相关行为措施。

 QT 教育公司;营销管理;4Ps 营销理论;营销策略组合;目标市场

  
  通过对 QT 教育公司营销管理现状和问题进行深入挖掘,系统全面地分析其问题的根源,并结合市场调研的情况分析报告,为 QT 教育公司从重新确定目标市场,创新营销战略布局,重新规划公司产品定位,优化营销策略组合等多层次全方位制定符合时代特征、适合公司发展的营销管理对策。
  
  本文研究的创新点:一是借鉴了高德纳咨询公司副总裁金百利.科林斯提出的大数据时代的新 4Ps 营销理论。与传统的 4Ps 理论相比,区别在于从原来的以“产品”为核心向以“消费者”为核心发生了转变。结合传统的 4Ps 营销理论和新 4Ps 营销理论的要素,根据 QT 教育公司的营销管理实际,制定了以消费者为核心、大数据为纽带,连接产品、预测、渠道等要素的营销策略组合。二是从客观实际出发,对 K-12 阶段课外辅导培训的市场需求进行调研,获取客观实际的数据资料,通过统计分析重新规划公司战略布局,确定目标市场定位。
  
  关键词: QT 教育公司;营销管理;4Ps 营销理论;营销策略组合;目标市场
  

  Abstract

  
  As the network information technology has developed rapidly in recent years, education inmultimedia format owns the huge potential in the market, and becomes the focus of attention.
  
  More and more fund is appeal to this education field which has developed recently. The onlineeducation mode developed through various means and techniques of multimedia has been fullydeveloped and promoted following the trend of the times. As the internet is growing very fast inrecent years, the way people live and work is also influenced mostly. At the same time the newmidea which has the characteristics of interactivity and sociality is created. In socail life, peopleare deeply influenced by the new media in their psychology and behavior, so the new mediatakes the marketing innovation to a certain new height,which has a great impact on thetraditional marketing model. Private education institutions on marketing costs, by education andtraining industry in terms of marketing practice with the actual depth fusion of information andnetwork technology is effectively reduced, and marketing efficiency of private educationalinstitutions is effectively reduced also have greatly improved, more education training institutiontransformation and upgrading has provided important conditions. The online education modeunder the new situation combines the relevant theories of marketing management, focuses on theorganization purpose of the enterprise, actively constructs and maintains the target market'sdemand for education, and gradually begins to achieve a win-win situation. The developmentfocuses on marketing management innovation. And development.
  
  In this context of the Internet education in the current era of big data, this paper expoundsthe meaning of Internet education in the new era and the significance of research in marketingmanagement. "Internet + education" has been upgraded to a national strategic level. With theconstant release of the government’s education informatization policy, a large amount of fundshave generated great interest in the Internet education industry and actively invested in it.
  
  Innovative technologies and new technologies represented by big data, virtual reality, andartificial intelligence Technology has been slowly and practically applied in industry, creating anew wave of Internet education revolution. Internet education companies are surging, and theyall want to take advantage of this opportunity in the development of Internet education to take aplace in the market, and even take the lead. How to change old ones according to the changes ofthe times and promote the continuous development of enterprises is an issue that all companiesare worth pondering. The purpose of this article is to use the QT education company as anexample to find out the problems of Internet education companies in the context of big data eramarketing management, analyze the reasons, and scientifically formulate reasonable and feasibleimplementation strategies to provide Internet education companies with strategies to improvemarketing management. in accordance with.
  
  In terms of research methods, the first is the use of literature analysis to collect a largenumber of online distance education-related literature, not limited to domestic journals, but alsoa large number of foreign data, academic records, publications, etc., through a multi-channel fullrange of literature Learn, and conduct in-depth research and thinking. The second is to use thecase analysis method to analyze the QT education company's marketing management case as theresearch object, and combine related theories to guide the practice method. The third is the use ofdata analysis methods, the company's information on the official website of QT Education, thecompany's listing of relevant information, the company's operating performance over the years,and related information on the size of events and more popular WeChat and website platformInformation, such as published information, is collected, classified, summarized and summarized.
  
  The fourth is the use of survey and analysis methods to conduct a questionnaire survey on themarket demand for Internet education, collect survey data and conduct statistical analysis, toobtain the actual situation of the target market, and analyze its characteristics and problems inmarketing management against the current management status of the company. The fifth is theuse of comprehensive analysis methods, focusing on research related to the industry's marketingmodel, starting from the perspective of social development and analysis and find out where theproblem is, scientifically and reasonably formulate a solution to the problem, both globally fromthe external factor level Also, from the aspect of marketing management, the company conductsan in-depth analysis of the online education model and marketing management strategy in thereal social context and analyzes the relevant behavior measures from the QT educationcompany's marketing management aspects.
  
  Through the in-depth excavation of the status quo and problems of QT education company'smarketing management, the system comprehensively analyzes the root causes of the problems,and combines the market research situation analysis reports to re-determine the target market forQT education companies, innovate the marketing strategy layout, and re-plan the company.
  
  Product positioning, optimization of marketing strategy portfolio, and other multi-leveldevelopment in line with the characteristics of the era, suitable for the company's development ofmarketing management strategies.
  
  The innovations of this paper are as follows: First, the new 4Ps marketing theory proposedby Goldberg Collins, vice president of Gartner Consulting, is proposed in the era of big data.
  
  Compared with the traditional 4Ps theory, the difference lies in the transformation from theoriginal "product" as the core to the "consumer" as the core. Based on the traditional 4Psmarketing theory and the elements of the new 4Ps marketing theory, according to the actualmarketing management practice of QT Education Corporation, a marketing strategy combinationwas established with consumers as the core, big data as the link, and products, forecasts, andchannels. The second is to investigate the market demand for K-12 stage tutoring and trainingfrom the objective reality, obtain objective and practical data, re-plan the company's strategiclayout through statistical analysis, and determine the target market positioning.
  
  Key words:QT education company; Marketing management; 4Ps marketing theory; Marketingstrategy combination; The target market
  
  目 录
  
  摘 要.
  
  Abstract.
  
  一、绪论.

  
  (一)研究的背景和意义.
  (二)国内外研究现状.
  1.国外研究现状.
  2.国内研究现状.
  (三)研究方法及创新点.
  1.研究方法.
  2.创新之处.
  
  二、营销管理理论和互联网教育概述.
  
  (一)4Ps 营销理论
  (二)大数据时代的新 4Ps 营销理论.
  (三)互联网教育概述.
  1.互联网教育的发展历程.
  2.互联网教育的市场特征.
  
  三、QT 教育公司的营销管理现状与问题
  
  (一)QT 教育公司的营销管理现状
  1.公司的发展现状.
  2.公司的营销管理情况.
  3.公司的营销管理特点.
  (二)QT 教育公司的营销管理问题
  1.产品方面存在的问题.
  2.营销渠道方面存在的问题.
  3.针对消费者需求方面存在的问题.
  4.营销活动的组织管理方面存在的问题.
  
  四、QT 教育公司营销管理问题的原因分析
  
  (一)产品方面存在问题的原因分析.
  1.“全课网”平台存在问题的原因分析.
  2.“继教网”平台存在问题的原因分析.
  3.产品研发问题的原因分析.
  (二)营销方式和渠道方面存在问题的原因分析.
  (三)针对消费者需求方面存在问题的原因分析.
  1.对老客户群体使用体验反馈意见的应对处理分析
  2.市场定位和目标客户群的选定情况分析.
  3.K-12 阶段课外辅导市场需求调研情况分析.
  (四)营销组织的管理存在问题的原因分析.
  1.公司缺失品牌营销理念的原因在于管理层急功近利的心态
  2.营销人员缺乏营销素养的原因在于相关的体制机制不健全
  
  五、QT 教育公司营销管理的策略与实施建议
  
  (一)创新营销战略布局.
  1.认清互联网教育的机遇和危机.
  2.重新规划公司产品的定位.
  (二)在营销战术层面更新营销策略组合.
  1.加大产品研发拓宽市场覆盖面.
  2.采取旧客户开发新客户的营销渠道.
  3.采取大数据分析实现精准预测.
  (三)优化营销活动的组织管理.
  1.应对外部条件变化,优化营销环境.
  2.建立和完善制度机制,提高营销效能.
  3.采取多维培养模式,优化人才结构.
  
  六、结论.
  
  参考文献.

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