本论文以 F 公司为例,运用 PEST 外部营销环境分析模型识别 F 公司外部营销问
题;又运用五力模型分析了其所面对微观层面的营销问题,并重点分析了 F 公司的市
场行为、客户需求、市场细分、定位,以及 F 公司市场营销的价格策略、产品策略、
渠道策略、促销策略等,并找出了 F 公司所遇到的市场营销策略方面的问题。最后提
出了解决方案,即优化产品价格策略、完善课程产品策略、完善网络渠道策略、完善
线下促销策略等方法,并对实施这些方案所需要的保障措施进行了分析
关键词:互联网教育;K12;O2O;市场营销III
Abstract
In recent years, China’s Internet Education has ushered in rapid development. Related
data show that on average, there are 2.6 Internet education companies being set up every
day in China since 2013. However, popular as Internet Education is, its profitability has
been a big problem due to the lack of effective marketing strategy. The Blue Book of 2015
China’s Online Education Industry released data that at present there are over 8000
domestic Internet education companies, with 2000 companies in K12 filed. In 2014, 70%
of these companies were suffering from loss, 15% of them broke even, 10% of them went
bankrupt, and only 5% of such companies can make profits. The main reason behind this
phenomenon is that these companies didn’t do well in marketing, not being able to bring
continued growth of customer flow. Therefore, it is of great necessity to do research on the
marketing strategy of Internet Education.
This paper takes F company as an example, uses the external marketing environment
analysis model of PEST to identify the external marketing problems of F company, and the
five forces model has been applied to analyze the marketing problems of micro level. This
paper focuses on the analysis of F company&39;s market behavior, customer demand, market
segmentation, positioning, as well as F company&39;s marketing price strategy, product
strategy, channel strategy, promotion strategy, etc. This paper has found out the problems
of F company’s marketing strategy and proposed a solution: to optimize product prices,
diversify and perfect course products, improve online channels and optimize offline
marketing, etc. Finally, the necessary measures for the implementation of the solution are
analyzed.
Keywords: Internet Education; K12; O2O; marketing strategy目录
致谢.....I
摘要...II
Abstract........ III
第 1 章 绪论..1
1.1 本文研究的背景..........1
1.2 研究意义..........3
1.3 国内外营销研究现状.4
1.3.1 国外研究现状.......4
1.3.2 国内研究现状........5
1.4 研究内容与研究方法.7
1.4.1 研究内容....7
1.4.2 研究方法...8
1.5 本文创新点......8
第 2 章 市场营销相关理论研究....10
2.1 互联网教育 K12 领域的含义及特点........... 10
2.2 营销策略相关理论....10
2.2.1 4Ps 理论...10
2.2.2 市场定位理论......11
第 3 章 F 公司市场营销环境分析.13
3.1 宏观环境分析——PEST 分析模型..13
3.1.1 政治环境因素.....13
3.1.2 经济环境因素.....15
3.1.3 社会文化环境.....16
3.1.4 技术环境.16
3.2 微观环境分析——五力模型16
3.2.1 竞争对手分析.....17
3.2.2 潜在竞争者分析.20
3.2.3 替代品和互补品的威胁.20
3.2.4 供应商的议价能力........
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