摘要摘要
2012 年 11 月，于杨在第五届移动互联网博览会上首先提出了“互联网
+”的概念，这在国内是首次。2014 年李克强总理也在第一届世界互联网大
会上指出互联网成为大众创业、万众创新的新型工具，其中“大众创业、万
众创新”被认为是促进中国经济发展的新动力。次年，国务院印发《关于积
极推进“互联网+”行动的指导意见》。意见提出，通过发挥互联网的比较
优势，不断把握机遇，增强信心。促进“互联网+”的发展，有利于构建创
新体系、激发创新活力、培育新兴业态以及促进公共服务模式创新。传统教
育是在实体教室发生的，学校、老师和教室是必备品，而在“互联网+教育”
时代，教育专用网、移动终端，学生，任意选择的学校和老师成为必备品

2015 中国互联网+创新大会·河北峰会会议围绕 “互联网+”的发展不
是用来取代传统教育的，而是促进传统教育焕发出新的活力的中心展开

在互联网经济迅速发展的背景下，“互联网+”概念也逐渐进入大众视
野。越来越多的教育培训行业试水线上运营模式。互联网+教育使得互联网
逐渐成为教与学的主要工具，互联网逐渐成为老师的教学工具，也逐渐成为
学生的学习工具，互联网成为信息的载体。互联网成为知识的成型场所，线
下活动为线上活动进行补充与拓展。本文的研究对象 H 教育培训机构就是
“互联网+”教育的典型。本研究在回顾相关理论和文献的基础上，在分析
校外培训机构行业的基础上，结合 H 教育培训机构的现状，深入分析了 H
教育培训机构面临的问题和问题产生的原因

研究认为，H 教育培训机构主要在多学科的发展思路、多年龄段的客户
群体、多业务线的发展模式、差异化的发展定位、雄厚的师资和教研能力、
前瞻性的战略性思维以及理性扩张模式六个方面存在优势；同时 H 教育培训
机构在互联网背景下，想要发展壮大，也面临着诸如线上授课稳定性、授课
质量及评估受到质疑、网校营利能力较差，模式复制困难、三四线城市吸引“互联网+”背景下 H 教育培训机构营销策略研究人才困难、销售和营销费用投入不足等问题

本文针对这些问题提出了相应的措施改进建议。研究认为，H 教育培训
机构需要利用大数据定制课程，同时利用多媒体技术和 3D 技术优化学生的
学习体验。严把课程质量关，把握竞争的核心能力。在此基础上增加课程以
外的附加服务，通过在公关和公益活动中扩大品牌的影响度，以创造良性在
线学习生态圈为目标逐步改进。最后，文章提出了 H 教育培训机构要进行合
理配置企业的资源、以强有力的企业文化进行支撑，同时用相匹配的组织架
构进行保障，而且加强对各项政策和制度执行力的管理来保证营销策略的实
施

关键词：互联网+ 教育培训机构 营销策略 在线教育AbstractAbstract
At the fifth mobile Internet Expo, Yu Yang put forward the concept named
Internet +. In November 2014, at the first World Internet Conference, Li Keqiang
proposed that the Internet is a new tool for public entrepreneurship and innovation.
Among them, public entrepreneurship and innovation are called new engines
for China&39;s economy to improve quality and efficiency. On July 4, 2015, the State
Council issued the Guidance on Actively Promoting the Internet + Action. The
opinions pointed out that enterprises should play the comparative advantage of the
Internet, seize the opportunity, enhance confidence and accelerate the development
of Internet +, which is of great significance for reshaping the innovation system,
stimulating innovation vitality, cultivating new forms of business and innovating
public service mode. Traditional education exists in the physical classroom.
Schools, teachers and classrooms are indispensable, but in the Internet +
education era, education network, mobile terminals, students, a large number of
schools and teachers for choose become the necessary goods. Internet + does not
replace traditional education, and it makes traditional education glow with new
vitality.
With the development of the Internet economy, the concept of Internet + is
gradually known to the public. More and more education and training industry
have being tested online mode. Because of the mode of Internet + education, all
the teaching and learning activities will be carried out around the Internet in the
future. The Internet has gradually become the teachers&39; teaching tools and the
students&39; learning tools. The information flows on the Internet, and the knowledge
is shaped on the Internet. Offline activities become the means of supplementing
and expanding online activities. This article studies the H education and training
institutions, that is, Internet + education typical. The object of this thesis named
H education and training institutions is the typical of Internet + education.
The study suggested that H education and training institutions has manyResearch on the Marketing Strategy of H Education and Training Organization under the Internet Backgroundadvantages, such as the multi-disciplinary development path, multi-age customer
groups, multi-line business development model, the development of differentiated
positioning, strong teaching and research capabilities, forward-looking strategic
thinking and rational expansion. In the context of the Internet, H education and
training institutions are faced with the problems such as the online teaching
stability and the quality which were questioned, poor profitability of the online
school, the model which is hard to copy, the lack of talent, insufficient sales and
marketing expenses.
In this thesis, the internal and external environment of H education and
training institutions were deeply analyzed and studied by using literature review
method, PEST analysis method, Porter’s five-force model and qualitative research
method. This thesis analyzed the advantages and disadvantages of H education and
training institutions, and analyzed the industry environment and macro
environment of H education and training institutions by using PEST analysis
method and Porter&39;s five-force model to clarify the opportunities and challenges.
Finally, according to the vision and mission of H education and training
institutions, the paper has formulated specific marketing strategies and put forward
a series of measures to ensure its implementation.
Keywords: Internet +；Education and training institutions；Marketing
strategy；Online Education目录目录
1 绪论.......... 1
1.1 研究背景及问题的提出........ 1
1.2 研究意义及方法........ 2
1.2.1 研究意义 .. 2
1.2.2 研究方法 .. 3
1.3 研究内容及框架........ 3
1.3.1 研究内容 .. 3
1.3.2 研究框架 .. 4
2 相关理论及文献回顾...... 5
2.1 相关概念综述 5
2.1.1“互联网+”背景. 5
2.1.2 营销组合理论 ...... 6
2.1.3 营销战略相关理论 .......... 7
2.2 相关研究综述9
2.2.1 国外研究综述 ...... 9
2.2.2 国内研究综述 .... 11
3 H 教育培训机构外部营销环境分析..... 13
3.1 校外教育培训机构特征...... 13
3.1.1 行业发展特点 ... 13
3.1.2 业务模式细分 ... 14
3.2 H 教育培训机构宏观环境分析....... 14
3.2.1 政治法律环境 .... 14“互联网+”背景下 H 教育培训机构营销策略研究3.2.2 经济环境 ........
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