摘要
本论文是在现今社会发展的浪潮中，随着互联网的迅速发展和持续完善，以及
人们生活习性的转变，网络营销活动也逐渐成为外语培训行业里的热点话题，这样
也使得人们对于外语学习的需求也发生了翻天覆地的变化，因此，给外语培训学校
拓展业务带来了更多的机会与挑战。在实际的生活中，外语学习正在不断的在被人
们所重视，但是人们怎样去找到一个适合自己学习外语的方式、获取哪些外语学校
信息的途径却是很少的。最常见的就是想要通过网络去寻找，然而通过网络找到的
结果往往令人不满意，似乎都不如自己亲身去实体店铺体验来的更真实。外语培训
学校通过实施网络营销，不但可以方便学员随时随地进行网络学习，更可以提高学
校的服务水平，提升学校的知名度，对于学校和学员来说就是双赢的好结果

本论文主要是从网络营销、传统营销、SWOT等理论入手，同时结合现代营销管
理理论，分析青岛外语培训市场网络营销现状及存在的问题，对青岛外语培训市场
中现有的网络营销方式进行评估，通过评估探索出一套适合青岛外语培训学校特点
的网络营销方法，将网络营销理论概念与实际操作进行完美的结合，并将这些研究
成果应用到现实工作当中。有针对性的对ACD外语培训学校制定网络营销策略，从而
提高外语培训学校的质量、减缓外语学习者选择的困扰。通过一系列研究，使ACD
外语培训学校完成网络营销规划，同时也为学校带来实际的收益

关键词：网络营销；外语培训；营销策略II
Abstract
This paper is in the tide of development in today&39;s society, with the rapid
development of Internet and continuous improvement, and change people&39;s
living habits, Internet marketing activities have gradually become a hot
topic in foreign language training industry, which also makes people for
foreign language learning demand has also undergone a change so that turn
the world upside down, to expand the foreign language training school the
business brings more opportunities and challenges. In real life, learning
a foreign language is constantly in the attention by people, but is the way
people how to find a suitable method of learning English, what information
a few foreign language school. The most common is to seek through the network,
but the results found through the network is often unsatisfactory, it seems
that they are not as good as their own experience of physical stores to the
more authentic. Foreign language training schools through the implementation
of network marketing, can not only facilitate network learning students can
improve the school more whenever and wherever possible, the service level,
to enhance the visibility of the school, for the school and students is a
win-win result.
This article mainly from the network marketing and traditional marketing,
SWOT theory, combined with modern marketing management theory, analysis of
Qingdao foreign language training market network marketing present situation
and existing problems, to evaluate the network marketing mode of the existing
Qingdao foreign language training market, a set of suitable for Qingdao
foreign language training school characteristics through the evaluation of
the network marketing methods that will be the perfect combination of the
concept of network marketing theory and practice, and the research results
are applied to the practical work. Targeted ACD foreign language training
schools to develop network marketing strategies, thereby improving the
quality of foreign language training schools, slowing the choice of foreign
language learners. Through a series of research, ACD foreign language
training school to complete the network marketing planning, but also to bring
real benefits to the school.
Key words：Internet marketing；Foreign language training；Marketing strategyIII
目录
第一章 绪论1
1.1 选题的背景··1
1.1.1 网络营销的发展背景··1
1.1.2 选题的目的与意义 ·2
1.2 研究方法·3
1.3 国内外网络营销研究述评3
1.3.1 国内网络营销研究述评·3
1.3.2 国外网络营销研究述评5
第二章 网络营销相关理论概述·6
2.1 网络营销的内涵 ·6
2.1.1 网络营销的概念 6
2.1.2 网络营销的特点 6
2.1.3 网络营销与传统营销的关系 ··7
2.2 网络营销的运作机理与优势··8
2.2.1 网络营销的运作机理··8
2.2.2 网络营销的优势分析··8
第三章 ACD 外语培训学校网络营销现状与环境分析·· 9
3.1 ACD 外语培训学校的概况·· 9
3.1.1 ACD 外语培训学校基本情况 ··9
3.1.2ACD 外语培训学校存在的问题 9
3.2 ACD 外语培训学校网络营销现状分析 · 11
3.2.1ACD 外语培训学校营销渠道组织结构图·11
3.2.2ACD 外语培训学校网络渠道现有学员数量12
3.2.3ACD 外语培训学校网络渠道现有学员特征12
3.3ACD 外语培训学校竞争战略分析（SWOT 分析） ·14
3.3.1 竞争优势分析 ··14IV
3.3.2 竞争劣势分析·14
3.3.3 机会分析 ··15
3.3.4 威胁分析 ··16
第四章 ACD 外语培训学校的网络营销策略制定与实施··18
4.1 制定网络营销策略需考虑的因素·18
4.1.1 从学校长远发展战略考虑18
4.1.2 从学校竞争优势的获取考虑··18
4.1.3 从学校营销工作的特点考虑··19
4.2 ACD 外语培训学校网络营销策略初定与运作机理 ·20
4.2.1 学校网络营销策略初定 20
4.2.2 学校网络营销的运作机理21
4.3 网络营销策略的实施 ··21
4.3.1 确定负责部门、人员、职能··21
4.3.2 结合各部门意见，构建网站交互平台 ·23
4.3.3 制定网站推广方案并实施24
4.4 网络营销策略的评估 ··27
4.4.1 评估内容 ··27
4.4.2 评估指标 ··27
第五章 结论与展望29
5．1ACD 外语培训学校研究的结论··29
5．2ACD 外语培训学校研究的展望··29
参考文献·31
致谢··
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