随着互联网时代的到来，互联网给众多企业带来了新的机遇和挑战，互联网对传统 行业产生了革命性的影响。对于教育培训机构而言，也意味着新的发展与机遇。在互联 网时代下，教育培训机构想要长远的发展，必须获得更多的市场份额，而更多的市场份 额，意味着改变传统的方式教学方式非常重要，必须从全新的角度，对互联网教育进行 研究并制定相应的营销策略。 本文以教育培训行业的 H 公司作为研究对象，在分析 H 公司互联网教育产品营销 现状的基础上，运用 STP 理论、营销 4P 理论等营销理论知识，对 H 公司互联网教育产 品的营销策略实施方案展开研究。 首先，本文应用文献研究法，对国内外互联网教育及教育机构的营销理论的研究观 点进行了归纳和整理，基于互联网教育产品与教育机构企业营销的重要性，阐述互联网 教育与教育机构营销的发展历程及当前研究成果。其次，根据 H 公司的概况及发展状况， 结合内外部环境与最新的行业特点，针对 H 公司当前的营销现状进行分析。最后，通过 深度访谈并辅以企业经营的实际数据，找出 H 公司当前市场营销存在的题，然后进行问 题成因分析，找到解决问题的优化建议，以期为 H 公司提供一个完整的营销策略。 本文通过 H 公司营销方案的研究，以期对教育培训行业的发展有一定的借鉴意义， 也对自学考试在线教育的其他教育培训起到一定的启示作用。因此，本课题的研究既顺 应时代的发展，也具有一定的现实指导意义。 关键词，互联网教育；教育培训；营销策略II ABSTRACT With the arrival of Internet era, the Internet has brought new opportunities and challenges to many companies, and revolutionized the traditional industry. For education and training institutions, it also means new developments and opportunities. In the era of the Internet, education and training institutions must achieve more market share for a long-term development. More market share means that it is very important to change the traditional methods of teaching. It is necessary to use a new perspective to study and work out a reasonable marketing strategies with Internet Education. This article takes H company in the education and training industry as the research object. based on the analysis in the current situation of H company's Internet education product marketing, STP theory, marketing 4P theory and other marketing theory knowledge are used to analyze the marketing strategy plans in the internet education products of H company. Firstly, this paper summarizes and sorts out the study viewpoints on marketing theories in Internet Education and educational institutions at home and abroad through the literature research method. For the importance of Internet education products to the marketing sales of educational institutions, this paper refers the development history of marketing sales and current research results. Secondly, this paper gives a brief introduction of the development status and marketing status of H company, collects the latest industry characteristics in the internal and external environment, and make a simple analysis in present situation. Finally, through the methods of in-depth interviews and supplemented with the actual data of business operations, H company's current marketing problems are unearthed. And then with analysis in these problems, the paper finds out the causes and makes out optimization suggestions to resolve the problems, and offer a complete marketing strategy for H company. The research of H company marketing program in this paper, not only have a consultative sense to the development of education and training industry, but also has an enlightenment sense to the other education and training of self-study online education. Therefore, the research of this subject not only conforms to the development of the times, but also has certain practical guiding significance. Key words，Internet Education; Education and training; Marketing strategyIII 目 录 摘要.........................................................................................................................................I ABSTRACT...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义............................................................................................................. 1 1.1.1 研究背景.................................................................................................................. 1 1.1.2 研究意义.................................................................................................................. 2 1.2 文献综述与理论基础..................................................................................................... 2 1.2.1 国内外研究现状...................................................................................................... 2 1.2.2 相关理论基础.......................................................................................................... 4 1.3 研究方法及内容............................................................................................................. 5 1.3.1 研究方法.................................................................................................................. 5 1.3.2 研究内容.................................................................................................................. 6 第二章 H 公司概况及营销现状..............................................................................................8 2.1 H 公司发展概况.............................................................................................................. 8 2.1.1 公司概况.................................................................................................................. 8 2.1.2 组织架构.................................................................................................................. 8 2.1.3 主营业务.................................................................................................................. 9 2.2 H 公司营销现状............................................................................................................ 12 2.2.1 H 公司营销战略现状 ............................................................................................. 12 2.2.2 H 公司营销策略现状 ............................................................................................. 13 2.3 本章小结....................................................................................................................... 15 第三章 H 公司营销环境分析................................................................................................16 3.1 外部环境分析............................................................................................................... 16 3.1.1 宏观环境分析........................................................................................................ 16 3.1.2 行业态势及竞争者分析........................................................................................ 19 3.1.3 市场需求分析........................................................................................................ 20 3.2 内部环境分析............................................................................................................... 20IV 3.2.1 资源条件................................................................................................................ 20 3.2.2 核心能力................................................................................................................ 21 3.3 SWOT 分析 ................................................................................................................... 22 3.3.1 优势分析................................................................................................................ 22 3.3.2 劣势分析................................................................................................................ 22 3.3.3 机会分析................................................................................................................ 23 3.3.4 威胁分析................................................................................................................ 23 3.3.5 SWOT 矩阵分析 .................................................................................................... 24 3.4 本章小结....................................................................................................................... 24 第四章 H 公司存在的营销问题及成因分析........................................................................26 4.1 H 公司营销战略存在的问题及成因 ............................................................................ 26 4.1.1 市场细分不够充分................................................................................................ 26 4.1.2 目标市场选择单一................................................................................................ 26 4.1.3 市场定位过于宽泛................................................................................................ 27 4.2 H 公司营销策略存在的问题及成因分析 .................................................................... 27 4.2.1 产品与服务有待改进............................................................................................ 27 4.2.2 价格策略缺少梯度................................................................................................ 28 4.2.3 渠道策略规划不足................................................................................................ 29 4.2.4 缺乏促销组合策略................................................................................................ 30 4.3 本章小结....................................................................................................................... 32 第五章 H 公司营销战略和营销策略优化建议....................................................................33 5.1 营销战略优化建议....................................................................................................... 33 5.1.1 采用多个变量因素进行市场细分........................................................................ 33 5.1.2 选择三级目标市场................................................................................................ 36 5.1.3 精准市场定位........................................................................................................ 37 5.2 营销策略优化建议....................................................................................................... 38 5.2.1 优化产品组合........................................................................................................ 38 5.2.2 制定新的定价策略................................................................................................ 39 5.2.3 渠道策略全方位优化............................................................................................ 41 5.2.4 多种促销策略组合................................................................................................ 43V 5.3 本章小结....................................................................................................................... 45 结 论........................................................................................................................................46