i ZM 互联网教育公司服务营销策略研究 摘要 随着网络技术的发展，网络开始进入人们的生活，并发挥着 越来越大的作用。从当前来看，互联网技术已经深入到人们的衣 食住行用，并且已经延伸到教育行业。从当前我国互联网教育状 况来看，互联网教育企业不断增加，教育服务质量也逐步提升， 成为我国当前教育界较为突出一种教育力量。但是互联网教育行 业在不断发展的同时，也存在着一些问题，极大的影响了一些互 联网教育企业的继续发展。本文主要以 ZM 互联网教育公司为例 进行互联网教育企业的服务营销策略研究。较为全面的分析了当 前该公司所处的环境，并提出了该互联网教育公司存在的问题， 并制定了对应性解决策略。 我国服务业近年来也发展迅速，到 2017 年占 GDP 比重为 51.6%。在服务业快速发展的大背景下，服务现已成为目前企业谋 取市场竞争优势的主要战略手段。实施服务营销可以体现 ZM 公 司在社会的最大价值及产品或服务在市场中的价值。服务营销方 案的提出能够很好的树立 ZM 公司的整体形象，提高 ZM 公司的 社会上的知名度，加深 ZM 公司在市场上的影响力。 文章对 ZM 互联网教育公司优化服务模式进行研究，研究主 线如下：理论框架,在文献以及相关理论的引导下，以改变 ZM 互 联网教育公司服务现状为目标，提出适合公司长远发展的服务营 销策略。方法上,采用服务营销质量模型设计调查问卷，共选取 200东华大学工商管理硕士学位论文 ii 位家长对 ZM 的顾客满意度问卷进行评价，保证数据的真实有效， 并用因子分析和回归分析构建满意度评价的模型。通过对不同的 客户群体进行问卷调查，ZM 互联网教育公司需要提升的方面是： 教师、班主任及时与顾客沟通方面等；外线设备与教学器材等有 形展示方面。产品策略。量身定制课程、注重研发手机端产品、 丰富课程种类。价格策略：折扣让利定价法、新产品定价法。促 销策略：广告策略、网络营销、公共关系和营业推广。人员策略： 提升员工服务意识、加强人才专业化培养、提高教师满意度。有 形展示策略：教学服务、教学资料和教学工具的有形展示。服务 过程策略：教育顾问咨询、学习和教学等过程管理。推进以客户 为中心的服务营销。根据不同客户群体的不同特征，设计有针对 性的服务营销策略，从而提高自身的竞争力，获得更多的收益。 关键词：互联网；互联网教育企业；服务营销ABSTRACT iii RESEARCH ON SERVICE MARKETING STRATEGY OF ZM INTERNET EDUCATION COMPANY ABSTRACT With the development of network technology, the network has begun to enter people's lives and play an increasingly important role. From the current point of view, Internet technology has penetrated into people's clothing, food and shelter, and with the development of the Internet, Internet education has gradually emerged and began to play an important role in the field of education. Judging from the current situation of Internet education in China, the number of Internet education enterprises has been increasing, and the quality of educational services has gradually improved. It has become a prominent educational force in China's current education sector. However, while the Internet education industry is constantly evolving, there are also some problems that have greatly affected the continued development of some Internet education companies. This paper mainly takes ZM Internet Education Company as an example to study the service marketing strategy of Internet education enterprises. A more comprehensive analysis of the current environment of the company, and raised the problems of the Internet education company, proposed a corresponding solution strategy. China's service industry has also developed rapidly in recent years, accounting for 51.6% of GDP by 2017. In the context of the rapid development of the service industry, services have become the main strategic means for enterprises to gain market competitive advantage. Implementing service marketing can reflect the greatest value of ZM in society and the value of products or services in the market. The proposal of service marketing plan can well establish the overall image of ZM company, improve the social awareness of ZM company, and deepen the influence of ZM company in the market. This paper studies the optimization of ZM Internet Education Company's service mode. The main line of the research is as follows: theoretical framework,东华大学工商管理硕士学位论文 iv under the guidance of literature and related theories, aiming at changing the service status of ZM Internet Education Company, puts forward service marketing strategies suitable for the company's long-term development. Methodologically, 200 parents were selected to evaluate the customer satisfaction questionnaire of ZM by using the service marketing quality model to ensure the authenticity and validity of the data. Factor analysis and regression analysis were used to construct the satisfaction evaluation model. Through questionnaires to different customer groups, ZM Internet Education Company needs to enhance the aspects of timely communication between teachers, head teachers and customers, and physical display of external equipment and teaching equipment. Product strategy. Tailor-made courses, focus on the development of mobile phone products, rich curriculum types. Price strategy: discount Concession Pricing method, new product pricing method. Promotion strategy: advertising strategy, network marketing, public relations and business promotion. Personnel strategy: to enhance staff service awareness, strengthen the professional training of talents, improve teacher satisfaction. Visible display strategy: Visible display of teaching services, teaching materials and teaching tools. Service process strategy: process management of Education Consultant consultation, learning and teaching. Promote customer-centered service marketing. According to the different characteristics of different customer groups, design targeted service marketing strategies, so as to improve their competitiveness and get more benefits. Xu Shan（MBA） Supervised byYu Junying KEYWORDS: Internet; Internet education enterprise; service marketing目录 I 目 录 摘要........................................................................................................................i ABSTRACT............................................................................................................iii 第 1 章 绪论............................................................................................................1 1.1 研究背景..................................................................................................1 1.2 研究意义..................................................................................................1 1.3 研究内容..................................................................................................5 1.4 研究思路和论文结构..............................................................................5 第 2 章 相关理论与文献综述................................................................................9 2.1 企业服务营销策略的发展概述..............................................................9 2.2 教育企业的营销策略概述....................................................................13 2.3 互联网教育服务质量及用户满意度....................................................15 2.4 相关理论................................................................................................19 2.5 本章小结................................................................................................21 第 3 章 ZM 互联网教育公司营销环境分析.........................................................23 3.1 ZM 互联网教育公司的概况.................................................................23 3.2 ZM 互联网教育公司的宏观环境分析.................................................24 3.3 ZM 互联网教育公司的微观环境分析.................................................26 3.4 ZM 公司的 SWOT 分析........................................................................27 3.5 ZM 互联网教育公司服务营销现状分析...............................................31 3.6 本章小结.................................................................................................34 第 4 章 ZM 互联网教育公司顾客满意度调查与分析.........................................35 4.1 ZM 互联网教育公司客户群体问卷研究设计.......................................35 4.2 调查实施及问卷分析.............................................................................35 4.3 客户样本基本情况描述.........................................................................36东华大学工商管理硕士学位论文 II 4.4 调查问卷结果分析.................................................................................37 4.5 SPSS 分析................................................................................................44 4.6 本章小结.................................................................................................48 第 5 章 ZM 互联网教育公司服务营销策略优化建议.........................................49 5.1 ZM 互联网教育公司的竞争服务营销策略选择分析...........................49 5.2 服务营销建议.........................................................................................50 5.3 本章小结.................................................................................................58 第 6 章 研究结论及展望......................................................................................59 6.1 研究结论.................................................................................................59 6.2 研究展望................................................................................................60