河北XYE公司网络教育产品营销策略研究工商管理专业论文.docxVIP

河北工业大学工商管理硕士（MBA）学位论文 i 河北 XYE 公司网络教育产品营销策略研究 摘 要 随着我国社会的发展，现代信息技术特别是计算机网络技术的飞速发展，使我们的教 育模式产生了质的飞跃，网络教育正逐渐成为越来越多人的选择，这造就了一个新兴的市 场——网络教育产品市场。在国外网络教育公司成功经验的影响下，国内众多公司都看好 网络教育发展趋势，市场竞争日益加剧。经过一段时期发展，不少中小型网络教育公司的 发展遇到了很多营销方面的瓶颈问题。如何对网络教育产品进行营销规划并成功实施成为 众多中小型网络教育公司面临的发展难题。 本文选择河北 XYE 公司，针对其网络教育产品的营销现状和策略，通过宏观环境分析 法、行业竞争环境理论、4Cs 理论进行分析诊断，具体分析其教育产品的消费者策略、沟 通策略、定价策略、便利性策略，发现该公司的定价???略和直销的营销模式是制约公司发 展的主要因素，提出应该实行以消费者需求为导向的营销策略，挖掘潜在消费需求，采取 灵活合理的定价方法，适时实施营销渠道“外包”与合作的具体策略，以此提高企业市场 运作能力，提升企业效率和盈利能力。 关键词：网络教育，营销策略，诊断研究  河北 XYE 公司网络教育产品营销策略研究 ii ii THE MARKETING STRATEGY STUDY OF HEBEI XYE ONLINE EDUCATION PRODUCTS ABSTRACT With the development of our society, modern information technology, especially the rapid development of computer network technology, so that our educational model produced a qualitative leap, online education is becoming more and more peoples choice, which has created an emerging market - online education market. Online education in foreign countries under the influence of successful experience, college education, many companies are optimistic about the development trend of the network, increasing competition in the market. After a period of development, many small and medium online education company has encountered a lot of marketing bottlenecks. How online education product marketing plan and successfully implemented a number of small and medium sized companies face the development of online education problems. This school is willing to choose Hebei XYE Education Group, for its online education product marketing and strategy for the status quo analysis and diagnosis, through the industry demand theory, the macro-environment analysis, 4Cs theory, analysis of product in the consumer strategy, communication strategy, pricing strategy, convenience strategy analysis, found that the companys pricing strategy and direct marketing model is a major factor constraining development of the company, that it should implement a consumer demand-oriented marketing st