新时代的发展促使更多的人来通过自我教育培训完成社会变革带来的新挑 战和新机遇，更多的消费者选择通过一系列自主学习来完成学习目标、职业目标 等。教育培训市场呈现蓬勃发展的态势。但碍于优秀师资有限、上课地点以及时 间的限制，造成部分消费者无法达到很好的受教目的，因此一批教育机构新兴了 线上服务以及一些专门提供在线学习 APP 的教育企业出现。学习者如何有效利 用碎片化的时间学习是消费者需要考虑的问题，也是摆在教育机构面前的难题。 线上课程、手机 APP 的诞生解决了这一难题后，广大学习者们又面临如何选择 最佳的在线学习 APP 以及相关课程的难题。APP 客户端的出现，使传统的教育 培训行业营销方式发生了一定的变化，而各大商业企业的 APP 是一个为客户与 公司之间、客户与客户之间创造价值的平台。APP 用户数量庞大，蕴含着非常巨 大的商机，但是如何利用这虚拟的平台来实现企业价值的增长，如何利用 APP 进行营销活动以及改进 APP 营销的模式与方法，都是目前各大教育机构非常关 注的问题。自媒体环境下在线学习 APP 营销策略研究成为企业营销策略中的重 要组成部分。 将 APP 营销作为跨学科研究平台发展的连接点，为研究消费者购买行为和 企业营销提供了新的研究视角，运用营销学相关理论和管理学的分析方法加以论 证和解释，拓宽了 APP 营销研究的深度与广度。制定精准的 APP 营销定位、适 当的 APP 营销策略对于教育机构行业的发展至关重要，本文将以英语流利说在 线学习 APP 平台作为研究对象，探讨在线学习 APP 的营销策略，目的在于使在 线学习 APP 的营销能为企业带来良好的宣传效果以及可观的经济效益，也可为 其他教育培训行业的在线学习 APP 平台营销的实际操作提供参考。 本文以英语流利说 APP 作为研究对象进行调研，将基于 STP 理论分析英语 流利说教育科技公司所面临的市场细分、目标市场和市场定位问题；基于 4P 理 论分析英语流利说教育科技公司的产品、价格、渠道和促销状况；基于扎根理论 对工作人员进行深入访谈，分析英语流利说教育科技公司当前的营销问题及问题 存在的原因；同时对英语流利说教育科技公司市场的宏观经济环境利用 SWOT 模型做出分析，从而对当前英语流利说教育科技公司的市场营销策略进行诊断。II 基于之前的理论和分析识别英语流利说 APP 当前市场营销发展中面临的问题， 从而可以针对性的对其当前营销发展中的问题梳理出解决思路并提出解决方法 和相应确保方案得以落地执行的保障措施。 关键词： 英语流利说，在线学习 APP，营销策略III Marketing Strategy Research of English Liulishuo Online LearningAPP Abstract The development of the new era urges more people to complete new challenges and opportunities brought by social changes through self-education and training. More consumers choose to complete learning goals or career goals through a series of independent learning. The education training market is booming. However, due to the limited excellent teachers and the fixed place or time of classes, some consumers are unable to achieve good educational objectives. Therefore, a number of educational institutions have emerged online services as well as some educational enterprises that provide online learning apps arose. How learners use fragmented time to learn is a problem that consumers need to consider and also a difficult problem for educational institutions. After the emergence of online courses and mobile apps has solved this problem, the majority of learners are faced with the problem of how to choose the best online learning APP and related courses. The emergence of APP has brought about certain changes in the traditional marketing methods of the education and training industry. The enterprises’ APP is a platform that creates value for customers to companies and customers to customers. The huge number of APP users contains huge business opportunities. However, how to use this virtual platform to realize the growth of enterprise value, how to use APP for marketing activities, as well as the mode and method of APP marketing are all issues at present that the major educational institutions pay close attention to. The study on the marketing strategy of online learning APP under the environment of self-media has become an important part of the marketing strategy of enterprises. The APP marketing as a connection point for the development of interdisciplinary research platform provides a new research perspective for the study of consumer purchase behavior and enterprise marketing. The application of relevant marketing theories and management analysis methods to demonstrate and explain has broadened the depth and breadth of APP marketing research. Accurate APP marketingIV positioning and appropriate APP marketing strategies are crucial to the development of educational institutions. This paper will take English Liulishuo online learning APP platform as the research object to explore the marketing strategy of online learning APP. The purpose is to make the marketing of online learning APP bring good publicity effect and considerable economic benefit to enterprises, and also provide reference for the actual operation of online learning APP marketing in other education training industries. In this paper, English Liulishuo online learning APP is taken as the research object. The market segmentation, target market and market positioning problems faced by English Liulishuo education technology company are analyzed based on STP theory; The product, price, place and promotion status of English Liulishuo education technology company are analyzed based on 4P theory; The current marketing problems and causes of the problems in the English Liulishuo education technology company are analyzed based on the in-depth interviews with the staff under the Grounded Theory. In the meantime, SWOT model is used to analyze the macro-economic environment of English Liulishuo education technology company, so as to diagnose its current marketing strategies. Based on the previous theory and analysis, the problems faced by English Liulishuo APP in its current marketing development can be identified, so as to sort out solutions to the problems in its current marketing development and put forward solutions and corresponding measures to ensure the implementation of the project. Key words: English Liulishuo, Online LearningAPP, Marketing StrategyV 目 录 第 1 章 绪论................................................................................................1 1.1 研究背景与意义............................................................................1 1.1.1 研究背景...............................................................................1 1.1.2 研究意义...............................................................................1 1.2 国内外研究与实践现状................................................................2 1.2.1 国内研究与实践现状...........................................................2 1.2.2 国外研究与实践现状...........................................................3 1.3 研究内容、思路及方法................................................................4 1.3.1 研究内容...............................................................................4 1.3.2 研究思路...............................................................................4 1.3.3 研究方法...............................................................................4 第 2 章 相关概念与理论基础...................................................................7 2.1 相关概念........................................................................................ 7 2.1.1 在线学习...............................................................................7 2.1.2 APP......................................................................................7 2.2 市场营销相关理论........................................................................8 2.2.1 STP 营销理论.....................................................................8 2.2.2 4P 营销理论........................................................................8 2.3 消费者选择理论............................................................................9 2.4 扎根理论...................................................................................... 10 第 3 章 “英语流利说”APP 营销问题与原因分析.................................11VI 3.1 英语流利说公司现状..................................................................11 3.1.1 英语流利说公司概况.........................................................11 3.1.2 英语流利说产品简介.........................................................12 3.1.3 英语流利说 SWOT 分析....................................................15 3.1.4 基于 SWOT 分析的英语流利说的营销战略...................22 3.2 基于扎根理论的英语流利说市场营销分析..............................22 3.2.1 样本选择与构成.................................................................22 3.2.2 数据收集与整理.................................................................23 3.2.3 编码与范畴提炼.................................................................24 3.2.4 扎根结果分析.....................................................................27 3.3 英语流利说 APP 营销策略存在的问题.................................... 29 3.3.1 获取顾客成本高.................................................................29 3.3.2 广告使用户产生抵触情绪.................................................29 3.3.3 缺少与用户之间有效的互动和情感沟通.........................30 3.3.4 缺少有效的答疑和服务.....................................................30 3.3.5 英语学习 APP 同质化现象严重....................................... 30 3.4 英语流利说 APP 营销策略存在问题的原因............................31 3.4.1 社交功能薄弱.....................................................................31 3.4.2 过于看重广告利润而忽视广告审核.................................32 3.4.3 付费模式和在线教学不利于互动沟通.............................32 3.4.4 用户群体缺少关联性.........................................................32 3.4.5 个性化的用户体验尚未形成.............................................32VII 第 4 章 “英语流利说”APP 营销的策略选择.........................................35 4.1 英语流利说 APP 市场定位及目标市场选择............................35 4.1.1 市场细分.............................................................................35 4.1.2 目标市场的选择.................................................................36 4.1.3 目标市场的定位.................................................................37 4.2 英语流利说 APP 市场营销策略优化........................................ 38 4.2.1 产品策略.............................................................................39 4.2.2 渠道策略.............................................................................40 4.2.3 价格策略.............................................................................41 4.2.4 促销策略.............................................................................42 第 5 章 “英语流利说”APP 营销策略保障措施.....................................45 5.1 人力资源保障..............................................................................45 5.1.1 营销团队建设.....................................................................45 5.1.2 师资队伍建设.....................................................................46 5.1.3 技术团队建设.....................................................................47 5.2 组织保障...................................................................................... 47 5.2.1 成立市场营销优化专项小组.............................................48 5.2.2 规范执行力管理.................................................................48 5.3 文化保障...................................................................................... 49 5.3.1 坚持以人为本.....................................................................49 5.3.2 建立学习型企业文化.........................................................50 5.4 用户关系保障..............................................................................50VIII 5.4.1 完善用户服务渠道的多样化与标准化.............................50 5.4.2 完善全面服务质量管理体系.............................................51 第 6 章 结论与展望.................................................................................53 6.1 主要结论...................................................................................... 53 6.2 研究展望与不足..........................................................................54