摘要 中国在进入二十一世纪后经济持续发展，已经成为世界第二经济大国。国 家和政府乃至全民更加意识到教育对于提高全民素质和经济发展的重要性。目 前我国正在实行新的一轮教育改革，与此同时教育的现代化成为理论界研究的 重要话题。同时我国诸多教育机构认识到当前教育行业良好的发展形势，多种 形势的教育培训开始出现，一些与教育无关的资本也开始逐步摄入该领域，形 成了当前教育市场多元化的竞争格局。这严重影响了教育培训机构的生存和盈 利空间。随着互联网的发展，特别是移动互联的普及，用户的学习需求正在发 生改变。 学大教育培训学校作为传统教育机构的一员，目前面临极大的挑战。快速 的扩张导致人员供应不足，营销推广过度依赖线下市场，产品业务发展不均。 在这样的背景下，非常有必要对学大教育培训机构发展现状及市场营销环境进 行分析，并结合营销学的相关理论，创新营销理念，拓展网络营销渠道，进而 赢得大数据背景下的市场份额。本文从中小学教育机构的市场环境为出发点， 分析中小学教育行业线上营销特点。结合文中对网络营销的信息推广方式的分 析，完成了对于学大教育在市场环境下网络营销策略的研究和设计。 笔者主要运用资料收集、数据研究、比较分析、深入访谈等方法了解学大 教育培训学校在网络营销中发展现状，并针对当前在经济、技术大环境背景下 学大教育学校的在网络营销遭遇的实际问题和困境，从理论与实践相结合探索 最优化的改善方案，并提供可行的方案与保障措施。 本文在以往研究的基础上，结合具体实践，全面展开分析和研究。论文首 先对学大教育培训学校的盈利状况、营销现状、存在问题及环境分析进行剖析, 然后进行SWOT分析,明确了学大教育的优势及机遇，并找出了一定的劣势与威 胁。通过以上分析，在大量查阅资料和文献的前提下，通过对学大教育培训学 校的实际问题的了解，利用市场营销理论，结合知识和经验，对于4P营销理论 中的产品、价格、渠道、促销等方面进行分析，提出学大教育集团可以借鉴的 网络营销策略，希望在以后的市场营销中能够做出相应调整，并积极准备面对 逐渐残酷的市场竞争。以期对学大教育培训学校后续发展有所帮助，同时对其 I 摘要 它教育培训机构如何进行网络营销提供参考。 关键词： 学大教育培训学校；网络营销；优化方案；营销策略 II Abstract Abstract China has become the second largest economy in the world with its sustained economic development in the 21st century. The country, the government and even the whole people are more aware of the importance of education to improve the quality of the whole people and economic development. At present, China is implementing a new round of education reform, and the modernization of education has become an important topic in the theoretical research. At the same time, many education institutions in China realized the current sound development situation of education industry, education training of various situations began to appear, and some capital irrelevant to education began to gradually absorb this field, forming the current diversified competition pattern of education market. This seriously affects the survival and profit space of education training institutions. With the development of Internet, especially the popularization of mobile Internet, users' learning needs are changing. Xueda education training school, as a member of the traditional education institution, is now facing great challenges. Rapid expansion leads to insufficient personnel supply, over-reliance on offline market for marketing and promotion, and uneven development of product business. In this context, it is necessary to analyze the development status and marketing environment of Xueda education institution, combine relevant marketing theories, innovate marketing concepts, expand online marketing channels, and win market share in the context of big data. Based on the market environment of education institution in primary and middle schools, this paper analyzes the online marketing features of education industry in primary and middle schools. Based on the analysis of the way of information promotion in the paper, the research and design of Xueda education training school's network marketing strategy in the market environment are completed. The author mainly using data collection, data research, comparative analysis and in-depth interview methods to understand Xueda education in network marketing development present situation, and in view of the current under the background of III Abstract economic and technical environment Xueda education training school's actual problems and difficulties encountered in network marketing, from the combination of theory and practice of exploring optimization improvement scheme, and provides a feasible scheme safeguards. On the basis of previous studies, this paper conducts comprehensive analysis and research in combination with specific practice. This paper first analyzes Xueda education training school's profitability, marketing status, existing problems and environmental analysis, and then carries out SWOT analysis to clarify Xueda's advantages and opportunities, as well as identify some disadvantages and threats. Through the above analysis, under the premise that a large amount of data and literatures, through the understanding of Xueda education training school's practical problems, using marketing theory, combined with the knowledge and experience, for the 4 p marketing theory in the product, price, channel, promotion, etc, were analyzed, and put forward Xueda education can draw lessons from the network marketing strategy, hope in future marketing can make corresponding adjustment, and actively prepare to face the cruel market competition gradually.It is expected to be helpful for further development of Xueda education training school and provide references for other education training institutions on how to conduct online marketing. Key words：learn education training school; Network marketing; Optimization scheme；The Marketing Strategy IV 目录 目录 第一章 绪论 ........................................... 1 第一节 研究背景 .................................................1 第二节 研究的目的及意义 .........................................2 一、 研究的目的 .......................................................2 二、 研究的意义 .......................................................2 第三节 研究思路与框架 ...........................................3 一、 研究思路 .........................................................3 二、 研究框架 .........................................................3 第四节 研究方法与创新之处 .......................................5 第二章 核心概念及相关文献综述 .......................... 6 第一节 市场营销理论的发展 .......................................6 一、 网络营销的定义 ...................................................6 二、 网络营销的特点 ...................................................6 三、 网络营销的模式 ...................................................7 四、 服务营销的4P理论 ................................................8 五、 网络营销与传统营销的比较 ..........................................9 第二节 网络营销策略的相关文献综述 ..............................11 一、 网络营销现状及存在的问题相关文献综述 .............................11 二、 网络营销的趋势相关文献综述 .......................................13 第三节 教育培训行业网络营销策略相关文献综述 ....................13 一、 教育培训行业网络营销现状及存在的问题相关文献综述 ..................13 二、 教育培训行业网络营销的趋势相关文献综述 ...........................14 第三章 学大教育网络营销的发展现状分析 .................. 16 V 目录 第一节 学大教育集团概况 ........................................16 第二节 学大教育集团的盈利状况 ..................................17 第三节 学大教育网络营销现状 ....................................18 一、 学大教育的网络产品构成...........................................18 二、 学大教育的网上产品定价...........................................19 三、 学大教育的网络推广渠道...........................................20 四、 学大教育的网络促销 ..............................................20 第四节 学大教育网络营销存在的问题及原因分析 ....................21 一、 忽视建立营销型网站 ..............................................21 二、 网络推广缺乏策略 ................................................22 三、 客户转化能力弱 ...............................