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摘要
互联网起源于美国，最开始应用于军方，随着技术的发展应用领域的广泛推进，以
及在全球范围内的应用，互联网缩短了信息传输的时间，也缩短了人与人之间的距离，
很多信息以以前几倍几十倍的量级爆炸性的呈现在人们面前。互联网也改变了人们的交
流方式，各行各业更是呈现出了很多“互联网+”的经济模式，“互联网+”各个传统行
业颠覆了传统的经济模式，完成了产业转型和升级
互联网改变了人们的交流方式，也改变了信息传递的格局，在“互联网+留学”这
种创新模式到来之前，传统留学行业的做法是利用信息、地域等信息不对等，通过帮助
意向学生申请国外的学校收取办理中介费以及部分学校的返佣申请，成为其主要的盈利
模式。而依托于“互联网+”大背景下的互联网留学平台实属创新之举，对客户服务体
验进行了升级，能更快的给客户提供服务，匹配留学方案，突破了地域和时间的限制，
甚至可以24小时对接客户的咨询，着实突破了传统留学的瓶颈
TZ教育公司是东北地区唯一一家大型互联网教育企业，自创办至今已有十年历史，
在其发展期间，更是经历了不同的阶段。在创业初期，主要通过免费的互联网渠道，包
括搜索引擎等，获取客户资源，通过免费办理的方式进行盈利，主要意向国家为日本，
并在短时间内迅速成为国内日本留学市场第一的留学公司。但随着公司的发展以及国内
留学市场的变化，TZ教育公司的发展也遇到了诸多问题，而该公司目前发展也遇到两大
瓶颈，一，如何将主营业务由日本市场转变为欧美；二，如何将单一的互联网渠道扩充，
建立“线上+线下”可持续的闭环发展模式。三，如何对成长中的企业进行资源整合，
实施有效管理
本文通过对TZ教育公司的日美市场转换、以及商业发展策略的案例的分析与研究，
探索并总结目前的主要问题，并结合市场相关理论为指导理论，提出实际具有针对性，
可操作性强的对策和建议，采取适合企业的商业策略，以促进该企业的发展
关键词：互联网+留学；商业策略；线上+线下；资源整合
The Case Study on Business Development Strategy of
TZ Education
Abstract
The Internet originated in the United States, the first application in military, widely with
the development of technology applications, and in the world within the scope of application,
Internet shortened the time of information transmission, also shortened the distance between
people, a lot of information in the form of several dozens of times before explosive appear in
front of people. The Internet has changed people's communication way, from all walks of life
has been a lot of Internet + economic model, Internet + of the traditional industry to subv
-ert the traditional economic model, completed the industry transformation and upgrade.
The Internet changed people's communication, but also changed the pattern of informa-
tion transmission, in the Internet + study abroad before the arrival of this innovation mode,
traditional industry study in the right way is to use information and geographical information
and so on, through the intent to help students to apply for foreign school collect the
intermediary commission and some of the school application, become the main profit model.
And on Internet + against the background of study in the Internet platform is innovation, to
upgrade customer service experience and experience, to provide services to customers,
matching study abroad scheme, break through the geographical and time constraints.
TZ education is the only large Internet education enterprise in northeast China. It has
been ten years since its founding, and it has experienced different stages during its
development. At start up, mainly through the free Internet channels, including search engines,
such as obtaining customer resources, for profit, by means of free main intention country for
Japan, and in a short period of time has quickly become the first domestic Japan study abroad.
But with the development of the company and the change of the study in domestic market, TZ
education industry transformation is imminent, and the company has also had two big
bottleneck, is now developing a, how to get the main business by the Japanese market to
Europe and the United States; Second, how to expand the single Internet channel and
establish a sustainable closed-loop development mode of online + offline.
This article through to TZ education of Japan and the U.S. market transformation, as
well as the development of the market analysis and case study, explore and summarize the
current main problems, and combined with market related theory as the guiding theory, put
forward practical targeted, strong operability countermeasures and Suggestions, in order to
promote industrial upgrading and transformation of the enterprise.
Key words: Internet + economic model; Market transformation; Online + offline
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目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1研究背景及研究意义 ... 1
1.1.1研究背景1
1.1.2研究意义2
1.2案例研究设计 ... 2
1.2.1调研设计2
1.2.2调研方法3
1.2.3调研过程3
1.3案例内容结构与安排 ... 3
2案例正文 .......... 6
2.1TZ教育公司概况 ......... 6
2.1.1TZ教育公司简介 .......... 6
2.1.2TZ教育公司发展现状 .. 7
2.2TZ教育公司行业环境 . 8
2.2.1 留学业行业概况 .. 8
2.2.2互联网留学中介行业概况 ........ 9
2.3案例描述 ......... 10
2.3.1QCRB品牌的故事 ...... 10
2.3.2市场运营总监的挣扎 .. 12
2.3.3美国留学销售总监的希望与彷徨 ...... 13
2.3.4加盟运营的隐患 .......... 14
3案例分析 ........ 16
3.1理论依据 ......... 16
3.1.1企业成长生命周期理论 .......... 16
3.1.2 竞争战略17
3.1.3线上线下整合营销 ...... 20
3.1.4特许经营（加盟经营） .......... 21
3.2TZ教育公司问题分析 ........... 22
3.2.1同类业务的内部竞争与资源分散 ...... 23
3.2.2内部资源整合的挑战 .. 23
3.2.3企业发展战略定位偏差 .......... 24
3.2.4加盟运营的隐患 .......... 25
4建议与对策 .... 27
4.1内部资源整合 . 27
4.1.1合并现有业务和团队 .. 27
4.1.2建立资源共享机制 ...... 28
4.2通过高质量服务提高客户粘性 ......... 29
4.2.1明确定位客户群体 ...... 29
4.2.2针对不同群体研发不同的产品 .......... 30
4.2.3高质量服务代替低价 .. 30
4.3线上与线下一体化，电商与实体店结合 ..... 31
4.3.1地面推广与线上推广双管齐下 .......... 31
4.3.2实体分支机构建设 ...... 33
4.4B2C、C2B、B2B电商模式闭环 ...... 33
4.4.1B2C大数据确定目标群体 ...... 33
4.4.2C2B消费者驱动模式 .. 34
4.4.3引进更多盟友促进产业升级 .. 34
4.5建立新的加盟经营模式 ......... 35
4.5.1建立招商体系 .. 35
4.5.2完善加盟商运营管理体系 ...... 35
4.5.3内部协调机制建立 ...... 36
结论 .. 37
参 考 文 献 ........ 38
致谢 .. 39
大连理工大学学位论文版权使用授权书 .......... 41。。。。。。