近年来国家对教育信息化高度重视，并出台了一系列指导性政策，CU 公司作为 通信运营商在转型过程中不可避免地要将其作为重要发展方向之一。因此，如何利用 “教育信息化”的背景以及如何优化智慧教育的营销策略，已成为 CU 公司现阶段所 面临的现实问题。 本文根据当前国家教育信息化的发展方向和数字时代的特点，运用文献归纳法、 考察研究法和案例分析法，将 CU 公司的智慧教育产品作为研究对象，并将其作为通 信行业的代表公司进行分析。首先，本文从营销策略的基础理论研究入手，以行业为 出发点，解释了需要用到的理论基础以及目前国内外教育信息化发展的情况，另依照 CU 公司的特征、教育行业、营销策略、PEST 分析等进行全文的相关概念和理论基 础的铺垫。其次，从面对 CU 公司“智慧教育”业务背景的宏观经济、政治、社会、 技术角度进行分析，再结合行业环境，发现 CU 公司的智慧教育产品在营销方面存在 很多问题，所以当前首要的任务就是对 CU 公司原有的智慧教育产品营销策略进行优 化。面对原有营销策略缺乏特色产品、缺乏价格优势、单一的营销渠道、忽视原有客 户支撑、主管部门对教育服务市场监管不到位的问题，本文从四个方面对营销计划进 行优化，以产品、客户需求为出发点优化解决了智慧教育建设过程中策略、价格、渠 道、促销四方面问题，为了保障优化设计的顺利实施，辅助了技术、服务、人才队伍 建设、激励制度保障多维度的措施。根据 CU 公司智慧教育业务的实际情况，运用有 关市场的理论知识和 CU 公司智慧教育产品的实际情况，把现使用的营销策略进行优 化，使其符合时代背景跟企业目前实际情况。为了实现 CU 公司智慧教育产品的长远 发展，必须根据数字化转型环境，完善营销策略，以提升和提高 CU 公司的综合竞争 力。 关键词：CU 公司，智慧教育，营销策略II Research on Marketing Strategy of CU Intelligent Education Project Abstract In recent years, the state attaches great importance to education informatization and has issued a series of guiding polices. As a communication operator, CU company inevitably takes it as one of the important development directions in the process of transformation. Therefore, how to use zhe background of “education information” and how to optimize the marketing strategy of smart education have become the practical problems that CU company is facing at this stage. According to the current development direction of national education informatization and the characteristics of the digital era, this paper uses literature induction, interview and case analysis method to take the intelligent education products of CU company as the research object, and analyzes them as the representative companies of the communication industry. First of all, this paper starts from the basic theoretical research of marketing strategy, and takes the industry as the starting point to explain the theoretical basis needed and the current development situation of education informatization at home and abroad. In addition, according to the characteristics of CU company, education industry, marketing strategy, PEST analysis and other relevant concepts and theoretical foundation of the whole paper are laid. Second, from "intelligence education" in the face of CU company business background of macro economic, political, social, technical analysis, combining industry environment, found that CU wisdom education products of the company a lot of problems exist in marketing, so the main task of the current is the wisdom of the original of CU company education product marketing strategy optimization. In the face of the original marketing strategy lack of special products, lack of price advantage, ignore the original single marketing channel, customer support, the department in charge of the inadequate education service market regulation, this paper optimize the marketing plan, from four aspects to product, customer demand as the starting point optimization to solve the wisdom in the process of the construction of education strategy, price, channel, promotion four aspects, in order to ensure smooth implementation of the optimization design, auxiliary technology, service, talent team construction, multidimensional incentive system securityIII measures. According to the actual situation of CU company's smart education business, the marketing strategy is optimized by using the theoretical knowledge of the market and the actual situation of CU company's smart education products, so as to make it conform to the background of The Times and the actual situation of the company. In order to realize the long-term development of CU's intelligent education products, it is necessary to improve the marketing strategy according to the digital transformation environment, so as to enhance CU's comprehensive competitiveness. Keywords: CU Company， intelligent education， marketing strategyIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 研究背景 ................................................................................................................ 1 1.2 研究意义 ................................................................................................................ 2 1.3 研究的内容和方法 ................................................................................................ 3 1.3.1 研究的内容 .................................................................................................. 3 1.3.2 研究方法 ...................................................................................................... 4 1.4 国内外研究现状 .................................................................................................... 5 1.4.1 国外研究综述 .............................................................................................. 5 1.4.2 国内研究综述 .............................................................................................. 5 1.4.3 国内外研究现状评述 .................................................................................. 6 1.5 本文创新点 ............................................................................................................ 6 第 2 章 相关概念界定与理论基础..................................................................................... 8 2.1 相关概念界定 ........................................................................................................ 8 2.1.1 智慧教育 ...................................................................................................... 8 2.1.2 市场定位 ...................................................................................................... 8 2.2 理论基础 ................................................................................................................ 9 2.2.1 营销策略的相关理论 .................................................................................. 9 2.2.2 PEST 分析................................................................................................... 10 2.2.3 波特五力模型 ............................................................................................ 11 第 3 章 CU 公司在教育信息化背景下的营销环境分析................................................. 12 3.1 CU 公司及智慧教育产品简介............................................................................. 12 3.1.1 CU 公司简介............................................................................................... 12 3.1.2 CU 公司智慧教育产品概况....................................................................... 13 3.2 宏观环境分析 ...................................................................................................... 13 3.2.1 政治环境分析 ............................................................................................ 13 3.2.2 经济环境分析 ............................................................................................ 14 3.2.3 社会环境分析 ............................................................................................ 15V 3.2.4 技术环境分析 ............................................................................................ 16 3.3 行业环境分析 ...................................................................................................... 16 3.3.1 主要竞争对手分析 .................................................................................... 16 3.3.2 潜在者的威胁分析 .................................................................................... 17 3.3.3 替代产品或服务的威胁分析 .................................................................... 18 3.3.4 购买者的议价能力分析 ............................................................................ 18 3.3.5 供应商的议价能力分析 ............................................................................ 18 第 4 章 CU 公司智慧教育产品营销现状与及问题分析................................................. 20 4.1 我国智慧教育产品营销现状 .............................................................................. 20 4.1.1 智慧教育行业现状 .................................................................................... 20 4.1.2 市场建设情况 ............................................................................................ 21 4.2 CU 公司智慧教育产品营销现状......................................................................... 23 4.2.1 CU 公司智慧教育产品体系....................................................................... 23 4.2.2 CU 公司智慧教育产品定价情况............................................................... 25 4.2.3 CU 公司智慧教育产品渠道现状............................................................... 26 4.2.4 CU 公司智慧教育产品促销现状............................................................... 26 4.3 CU 公司智慧教育产品营销中存在的问题......................................................... 27 4.3.1 通信行业监管部门对运营商监管不到位 ................................................ 27 4.3.2 产品差异化不足，缺少特色产品 ............................................................ 27 4.3.3 营销渠道单一 ............................................................................................ 28 4.3.4 缺乏价格优势 ............................................................................................ 29 4.3.5 忽视教育行业集团客户维系，服务能力跟不上 .................................... 29 第 5 章 CU 公司智慧教育产品营销策略优化设计......................................................... 31 5.1 智慧教育产品策略优化方案 .............................................................................. 31 5.2 智慧教育产品价格优化方案 .............................................................................. 32 5.3 智慧教育产品渠道优化方案 .............................................................................. 32 5.4 智慧教育产品促销优化方案 .............................................................................. 33 5.4.1 外部促销策略 ............................................................................................ 34 5.4.2 内部促销策略 ............................................................................................ 35 第 6 章 CU 公司智慧教育产品营销策略的保障措施..................................................... 36 6.1 技术保障 .............................................................................................................. 36 6.2 服务保障 .............................................................................................................. 37 6.3 人才队伍保障 ...................................................................................................... 38 6.3.1 优化管理机制 ............................................................................................ 38VI 6.3.2 推进创新人才认证、强化培训赋能 ........................................................ 38 6.4 数据保障 .............................................................................................................. 39 6.5 激励制度保障 ...................................................................................................... 39 6.5.1 落实项目责任制，进行奖罚督办 ............................................................ 39 6.5.2 实行增量收益分享 .................................................................................... 39 第 7 章 结论与展望........................................................................................................... 41 7.1 研究不足 .............................................................................................................. 41 7.2 后续展望 .............................................................................................................. 41