I 摘要 随着市场竞争的日趋激烈，中国教育信息化产业发展势头越来越引人瞩目。 教育行业成为寄予厚望的朝阳行业，智慧教育更是成为教育产业皇冠上的明珠。 然而，在互联网思维与技术大规模催生教育生态变革的大潮中，众多企业加入 了这场旷日持久的争夺战。要想在智慧教育领域占有一席之地谈何容易。如何 抓住时代先机，通过市场营销策略的成功占据市场竞争优势，成为企业经营者 关注的焦点。 本文以民营企业 A 教育集团为研究对象进行市场营销策略的研究。通过 理论结合实际的方式，以 A 教育集团为例，结合 4Ps、4Cs 和 4Rs 等营销理论， 分析了集团目前在市场营销过程中面临的现实挑战和应对策略。采取包括PEST、 波特五力模型和 STP 等方法，对企业的内外部竞争环境、发展优势与不足进行 了相应分析，包括同业竞争者、新进入者、供应商议价能力、购买者议价能力 与替代品威胁等。另外，还从 A 教育集团的 STP 战略，市场细分、市场定位和 目标市场选择展开论述。进而，提出集团的市场营销组合策略，并制定出相应 的保障措施。 关键词：智慧教育；互联网+；案例研究；营销策略；优化方案ABSTRACT II ABSTRACT With the fierce market competition, the development of China’s educational information industry is attracting more and more attention. The education industry has become the sunrise industry with high hopes, and intellectual education has become the crown of the sensitization industry, of the peal on the top. However, in the tide of the internet thinking and technology, many enterprises have joined in this long-term struggle for education ecological change. How to grasp the advanced times and occupy the advantages of market competition by the success of marketing strategy, has become the focus of business managers. This paper studies the marketing strategy of the private enterprise. A education company, as the research object. By combining theory with practice, taking an education group as an example and Combining marketing theory such as 4Ps、4Cs and 4Rs. By using PEST、SWOT and Potter's five force model, this paper probes into the current operating conditions of a company from the following aspects: the market environment, the company’s own market location and the market strategy of the company, including its achievements, existing problems and so on, further put forward the A education group marketing strategy optimization scheme. Then, the study explains the current marketing development situation, the advantages and problems of an education group. The marketing mixed strategy of an education group and the barriers to the implementation of marketing mixed strategy has been analyzed Key words: Wisdom Education；Internet；Case study；Marketing strategy； Optimization scheme目 录 III 目 录 第 1 章 绪论.................................................................................................................1 1.1 研究背景 .........................................................................................................1 1.2 研究意义 .........................................................................................................2 1.2.1 理论意义 ...................................................................................................... 2 1.2.2 实践意义 ...................................................................................................... 2 1.3 国内外相关文献综述 ............................................................................................ 3 1.3.1 国外文献综述.......................................................................................3 1.3.2 国内文献综述.............................................................................................. 4 1.3.3 文献评述 ...................................................................................................... 5 1.4 研究方法及内容 ..................................................................................................... 6 1.4.1 研究方法 ...................................................................................................... 6 1.4.2 研究内容 ...................................................................................................... 7 第 2 章 相关基础理论概述.........................................................................................9 2.1 市场营销理论 ......................................................................................................... 9 2.2 竞争优势理论 ....................................................................................................... 10 2.3 教育营销理论 ....................................................................................................... 11 第 3 章 A 教育集团营销发展内部条件分析 ...........................................................13 3.1 A 教育集团发展概况............................................................................................ 13 3.2 A 教育集团营销发展的优势分析...................................................................... 16 3.3 A 教育集团营销发展的劣势分析...................................................................... 18 3.4 A 教育集团现有营销策略不足 .......................................................................... 20 第 4 章 A 教育集团营销发展外部环境分析 .........................................................22 4.1 宏观环境分析 ........................................................................................................ 22 4.1.1 政府政策环境............................................................................................ 22 4.1.2 教育信息化科技环境............................................................................... 23 4.1.3 教育信息化市场环境............................................................................... 23目 录 IV 4.2 竞争环境分析 ....................................................................................................... 25 4.2.1 同业竞争者分析 ........................................................................................ 25 4.2.2 新进入者的威胁 ....................................................................................... 26 4.2.3 供应商议价能力 ....................................................................................... 27 4.2.4 购买者议价能力 ....................................................................................... 27 4.2.5 替代品的威胁............................................................................................ 28 第 5 章 A 教育集团 STP 战略 ................................................................................29 5.1 市场细分 ................................................................................................................ 29 5.1.1 按区域位置进行细分............................................................................... 29 5.1.2 按办学层次进行细分............................................................................... 29 5.1.3 按年龄层次进行细分............................................................................... 29 5.2 目标市场选择 ....................................................................................................... 29 5.3 市场定位 ................................................................................................................ 31 5.3.1 立足普教，全面推进智慧课堂建设..................................................... 31 5.3.2 合作职校，实现智慧校园区域覆盖..................................................... 31 第 6 章 A 教育集团市场营销组合策略设计 .........................................................33 6.1 产品策略 ................................................................................................................ 33 6.1.1 坚持差异化产品策略，形成自身优势 ................................................ 33 6.1.2 优化产品体系，攻克领先核心产品..................................................... 34 6.1.3 开发新产品，开拓大数据应用市场..................................................... 34 6.1.4 重视产品质量，扩大品牌影响力......................................................... 35 6.2 价格策略 ................................................................................................................ 36 6.2.1 对于成熟产品，采取稳定价格策略..................................................... 36 6.2.2 对于新开发产品，采取渗透定价策略 ................................................ 36 6.2.3 对于融合产品，采取交叉补贴策略..................................................... 37 6.3 渠道策略 ................................................................................................................ 37 6.3.1 强化既有渠道体系的竞争优势 ............................................................. 37 6.3.2 推动多元渠道的规模开发与优化......................................................... 37 6.3.3 建立起移动互联的网络社群渠道......................................................... 38目 录 V 6.4 促销策略 ................................................................................................................ 38 6.4.1 依靠网络进行促销.............................................................................38 6.4.2 通过展会进行促销.............................................................................39 6.4.3 建立公共关系营销.............................................................................39 第 7 章 A 教育集团营销策略实施的保障措施 .......................................................40 7.1 人员保障措施 ....................................................................................................... 40 7.2 资金保障措施 ....................................................................................................... 41 7.3 技术保障措施 ....................................................................................................... 42 第 8 章 结论与展望...................................................................................................43 8.1 研究结论 ................................................................................................................ 43 8.2 研究展望 ................................................................................................................ 43 致 谢...........................................................................................................................45