摘要
摘要
随着经济快速发展，科学技术也在不断的崛起，在十九大报告中明确提出互
联网+教育，另外国内2020年初疫情的爆发促使了在线教育快速发展，教育机构
为占有更大的市场开始激烈的竞争。于是教育机构开始疯狂贩卖焦虑、虚假宣传，
再加上小机构跑路等现象屡见不鲜，家长们面对教育也开始越来越焦虑。整个社会教
育减负的呼声也越来越强烈。国家在今年下半年颁出了《减少中小学的学生作业负担
以及学校以外的教育负担》，其内容叫做“双减”。“双减”政策主要是减轻学生的家
庭作业量，使其学生可以在校内写完作业，有更多的时间了解课外活动，让每个孩子
在德、智、体、美、劳等方面进行全方面发展。另外就是减少课外的辅导，尽量给学
生多一点的自由空间和时间。“双减”直接限制了学科类校外培训机构的规模，缩减
了其进行课外培训的时常，对校外培训机构而言影响可谓是巨大。
本文是在“双减”政策下选取了轻轻教育在线业务昆明市场作为研究对象，运用
问卷调查法、个案分析法、参考文献分析法等一些研究方法为全文做支撑，文章从三
个方向入手一是了解轻轻教育的现状、二是揭示轻轻教育面临的问题、三是给出改进
建议。通过“双减”政策的变化对教培行业的影响、竞争者的影响以及消费者的影响
等所产生外界环境的变化以及轻轻教育的竞争者进行分析，在运用swot分析法对轻
轻教育在线业务进行详细的分析，进一步指明在“双减”政策下要及时调整轻轻教育
的战略方向。然后通过对轻轻教育在线业务stp营销战略的现状、服务营销7个方面
现有的状况具体介绍，同时也结合问卷调查的结果，找到轻轻教育在线业务服务营销
的问题所在，最后针对现有的问题在“双减”政策下提出，并对轻轻教育的stp营销
战略和策略提出改进建议以及保障措施。从而能够使得轻轻教育在“双减”政策下能
够可持续的发展下去。
关键词：双减政策；在线业务；服务营销
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ABSTRACT
ABSTRACT
The high-speed economic development, The development of science and technology is
particularly rapid. Internet education was put forward at the 19th National Congress of the
Communist Party of China. Moreover, outbreak of the epidemic in China in early 2020
promoted the rapid development of online education, and educational institutions began to
compete fiercely for a larger market share. As a result, educational institutions began to
frantically sell anxiety, false propaganda, coupled with the phenomenon of small institutions
running away, parents began to become more and more anxious about education. The voice
of the whole society to reduce the burden of education is becoming more and more strong. In
the second half of this year, the government issued a document titled "Reducing homework
burdens for elementary and middleschool students and Education Burdens outside ofschool."
The "double reduction" policy is mainly to reduce the amount of homework for students, so
that students can finish their homework in school and have more time to learn about
extracurricular activities, so that every child can develop morally, intellectually, physically,
aesthetically andphysically.Anotheristo reduceafter-classtutoring,try togivestudentsalittle
more free space and time. "Double reduction" directly limits the scale of discipline training
institutions, reduces the frequency of extracurricular training, and has a huge impact on the
training institutions.
This article is under the "ShuangJian" policy to gently education online business by the
kunming market as the research object, using the questionnaire investigation, case analysis,
reference literature analysis and other research methods to make the full support, this article
from three sides of a is to know the present situation, the second is to reveal problems, three is
optimization countermeasures and then carries on the concrete analysis is given. Through
"ShuangJian" policy change on teaching the impact of culture industry, the influence of the
competitors as well as the influence of consumer produced the change of the external
environment analysis, the swot analysis method to a detailed analysis of education online
business, gently further specified under "ShuangJian" policy to adjust gently education
strategic direction. Then through the light education online business STP strategy status quo,
service marketing 7.
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ABSTRACT
Keywords: ShuangJian policy; Online Business; Service Marketing
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