首页 > 资料专栏 > 论文 > 专题论文 > 策略研究论文 > MBA毕业论文_基于新媒体平台的普雅教育营销策略研究DOC

MBA毕业论文_基于新媒体平台的普雅教育营销策略研究DOC

独木桥教***
V 实名认证
内容提供者
热门搜索
资料大小:1329KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2020/10/19(发布于山东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
随着移动互联网的发展和新媒体平台的建立,中国的教育行业面临着新的机 遇和挑战。虚拟化的授课方式和教学思维,以及学生碎片化时间的利用都为这一 场教育的变革提供了市场。尤其是中国有一群特殊的职业培训消费者——公务员 考试者。面对择业的困境,公务员以其独特的优势吸引着广泛地应届毕业生和社 会就业者,培训面对的市场群体在稳定提升。面对着日益增加的考生和个性化的 需求,以及来自在线和实体教育的竞争,尚处于发展期的湖南公考培训机构—— 普雅教育应该如何面对,成为机构发展的重要议题。本文的研究目的就是通过对 普雅面对的公务员考试和在线教育市场的分析,提出在以新媒体为基础的普雅教 育发展策略。 本文以普雅教育为研究对象,聚焦企业内外部环境的变化,围绕普雅教育营 销策略的制定展开研究。首先,对普雅教育的营销现状、营销中存在的问题以及 问题产生的原因进行了介绍分析;其次,运用分析工具以及相关理论并结合企业 自身的营销现状,对普雅教育的外部环境和内部环境进行了分析;再次,运用 STP 战略对普雅的目标市场进行了细分,描述了顾客价值、采取的主要竞争战略以及 具体的营销策略,提出普雅在发展期应该利用地缘优势,更加注重本地考生市场, 利用集中差异化战略,利用新媒体平台快速、多样、个性地传播特点制定相应的 4C 营销组合与组织策略。最后从人力资源管理、组织模式以及价值共享模式提 出相应的保障措施,确保普雅教育营销策略的实施。 针对湖南尤其是长沙地区校区的应届毕业生,本文认为普雅应该在确定了目 标市场的基础上,明确应届毕业生的顾客价值和顾客需求。一方面通过线上新媒 体吸引客户,利用以微信公众号为主体的在线媒体来获得、增加和保留客户,并 制定相应的线上、线下互动的差异化营销策略,另一方面为了保证机构基于新媒 体的营销策略能够良好运行,需要普雅机构内部在人力资源、组织结构、价值共 享方面做出相应的配合和调整,保证整个组织的有效运行。本文针对处于创业初 期的中小辅导机构的进一步发展制定了有针对性的差异化战略,对于借助新媒体 的势力短期扩大受众有一定的借鉴意义。 关键字,新媒体;在线教育;营销策略;差异化竞争V Abstract With the development of mobile Internet and the establishment of new media platforms, China's education industry is facing new opportunities and challenges. Virtualized teaching methods and teaching thinking, as well as the use of student fragmentationtime,haveprovidedamarketforthiseducationalrevolution.Inparticular, China has a special group of vocational training consumers - civil servants. Faced with the predicament of career choice, civil servants attract a wide range of recent graduates and social workers with their unique advantages, and the market groups facing the training are steadily improving. Faced with the increasing number of candidates and individualized needs, as well as competition from online and physical education, the Hunan public examination training institution, which is still in the development stage, should face the issue of Puya Education and become an important issue for institutional development. The purpose of this paper is to propose a strategy for the development of Puya education based on new media through the analysis of the civil service examinations and online education market faced by Puya. This paper takes Puya education as the research object, focuses on the changes of the internal and external environment of the enterprise, and conducts research around the formulation of Puya education marketing strategy. Firstly, it introduces the marketing status of Puya education, the problems in marketing and the causes of the problems. Secondly, using the analysis tools and related theories, combined with the marketing status of the company itself, the external environment and internal environmentofPuyaeducation.Theenvironmentwasanalyzed;again,theSTPstrategy was used to segment Puya's target market, describing customer value, major competitive strategies and specific marketing strategies, and proposed that Puya should use geographical advantages during development and pay more attention to The local candidate market uses the centralized differentiation strategy to develop the corresponding 4C marketing mix and organizational strategy by utilizing the fast, diverse and individualized communication characteristics of the new media platform. Finally, the corresponding safeguard measures are proposed from the human resource management, organizational model and value sharing model to ensure the implementation of the Puya education marketing strategy. For the recent graduates of Hunan, especially the Changsha campus, this paper believes that Puya should clarify the customer value and customer needs of recentV graduates on the basis of determining the target market. On the one hand, we attract customers through online new media, use online media with WeChat public account as the main body to acquire, increase and retain customers, and develop corresponding differentiated marketingstrategies for online andoffline interactions. On the other hand, we guarantee institutions. The marketing strategy based on new media can work well, and it needs the corresponding coordination and adjustment of human resources, organizational structure and value sharing within the Puya organization to ensure the effective operation of the entire organization. This paper has developed a targeted differentiation strategy for the further development of small and medium-sized counseling institutions in the early stage of entrepreneurship. It has certain reference significance for the short-term expansion of the audience through the influence of new media. Keywords: New media; Online education; Marketing strategy; Differentiation competitionV 目 录 摘要 .............................................................III Abstract ............................................................V 第 1 章 绪论 ........................................................1 1.1 研究背景......................................................1 1.2 研究目的和意义................................................2 1.2.1 研究目的..................................................2 1.2.2 研究意义..................................................3 1.3 国内外相关研究综述 ............................................3 1.3.1 国外研究综述..............................................3 1.3.2 国内研究综述..............................................4 1.4 研究内容和方法 ................................................7 1.4.1 研究内容..................................................7 1.4.2 研究方法..................................................8 1.5 研究创新点....................................................9 第 2 章 相关理论基础 ...............................................10 2.1 营销组合理论.................................................10 2.1.1 营销组合—4C 理论 ........................................10 2.1.2 营销组合—7P 理论 ........................................11 2.2 波特一般竞争战略.............................................11 2.3 市场结构理论.................................................12 2.4 STP 战略 .....................................................13 2.5 新媒体理论...................................................13 2.5.1 新媒体营销...............................................13 2.5.2 微信营销.................................................14 第 3 章 普雅教育的现状与问题 .......................................16 3.1 普雅教育简介.................................................16 3.2 普雅教育营销现状.............................................17 3.2.1 渠道沟通现状.............................................17 3.2.2 品牌推广现状.............................................18 3.2.3 学员现状.................................................18 3.2.4 组织架构现状.............................................20 3.3 普雅教育营销中存在的问题.....................................20 3.3.1 线上渠道作用未完全发挥 ...................................20V 3.3.2 品牌推广方式单一.........................................21 3.3.3 维持高粘性关系存在挑战...................................21 3.3.4 组织结构设计不合理.......................................21 3.4 普雅教育营销问题的原因分析...................................22 第 4 章 普雅教育营销环境分析 .......................................23 4.1 普雅外部环境分析.............................................23 4.1.1 宏观环境分析.............................................23 4.1.2 竞争环境分析.............................................25 4.1.3 消费者需求环境分析.......................................28 4.2 普雅内部环境分析.............................................30 4.2.1 服务产品特性分析.........................................30 4.2.2 财务资源分析.............................................31 4.2.3 人力资源分析.............................................31 4.3 普雅教育的 SWOT 分析..........................................32 第 5 章 普雅教育新媒体平台的建设及营销策略 .........................35 5.1 目标市场分析和顾客价值分析...................................35 5.1.1 目标市场分析.............................................35 5.1.2 顾客价值描述.............................................35 5.1.3 主要竞争战略.............................................36 5.2 线上与线下差异化营销策略.....................................37 5.2.1 新媒体平台的建设和应用...................................37 5.2.2 其他新媒体平台的利用.....................................39 5.2.3 基于新媒体平台的差异化营销策略...........................41 第 6 章 普雅教育营销策略实施的保障措施..............................47 6.1 普雅教育人力资源管理.........................................47 6.1.1 重视师资力量的招聘和培训...................................47 6.1.2 重视核心师资的保护和激励.................................47 6.1.3 基于新媒体的网络名师培育.................................48 6.2 普雅教育组织模式.............................................48 6.3 普雅教育的价值共享模式.......................................49 第 7 章 研究结论 ...................................................51