华尔街英语在广州地区的网络营销策略研究.docxVIP

PAGE II PAGE II 华尔街英语在广州地区的网络营销策略研究 内 容 摘 要 随着我国经济水平的迅速发展，人们的生活水平不断得到改善，对教育的要求也会越来越高，人们在教育方面的支出也会有所增加。伴随着互联网科技的更新换代，我们的生活方式和消费方式已经改变，“互联网+教育”已经成为可能。在网络背景下，我国教育行业的授课方式变得多样化，网络授课越来越受到人们的青睐，且相对于传统营销，网络营销可以更好的满足人们的多样化需求。 本文以华尔街英语为研究对象，采用文献研究法和案例研究法，结合网络营销的相关理论工具，从华尔街英语在广州地区的网络营销环境，分析它的区域分布情况和市场规模。运用PEST分析模型、SWOT分析法和4PS分析法，通过对华尔街英语在广州地区的网络营销策略进行详细的分析，发现华尔街英语仍然存在产品缺乏多元化垂直、产品的价格不占优势、传统的营销渠道比较狭窄和促销活动较少问题。对此，笔者建议,华尔街英语应该要不断丰富产品的结构、控制产品成本和调整产品价格、利用创新营销手段不断拓宽营销渠道与适当开展促销活动来吸引新用户和回报老学员。为了使改进建议的实施得到保障，华尔街英语可通过开展定期培训来提高员工的素质，不断完善员工的绩效考核制度，要与企业建立并保持良好的合作关系。这样有利于树立良好的企业形象，并提高整个企业的网络营销效率。 关键词：网络营销；PEST分析模型；SWOT分析法；4PS分析法 A Study on the Network Marketing Strategy of Wall Street English in Guangzhou Abstract With the rapid development of Chinas economic level, peoples living standards are constantly improved, the requirements for education will be higher and higher, and peoples expenditure on education will also increase. With the update of Internet technology, our way of life and consumption has changed, and Internet + education has become possible. Under the background of network, the teaching methods of Chinas education industry have become diversified, and network teaching has become more and more popular. Compared with traditional marketing, network marketing can better meet peoples diverse needs. This paper takes Wall Street English as the research object, adopts the method of literature research and case study, and combines with the relevant theoretical tools of network marketing to analyze the regional distribution and market size of Wall Street English from its network marketing environment in Guangzhou. By using PEST analysis model, SWOT analysis method and 4PS analysis method, this paper makes a detailed analysis of Wall Street Englishs network marketing strategy in Guangzhou, and finds that Wall Street English still has some problems such as lack of diversified products, low price, narrow traditional marketing channels and few promotional activities. In thi