浅析线上教育APP的口碑营销传播——以粉笔公考为例.docx

摘要

本文旨在浅析线上教育APP的口碑营销传播策略，以粉笔公考为例进行深入探讨，文章首先概述了口碑营销传播的基本概念、功能及其理论基础，为后续分析提供了理论支撑，接着，对线上教育平台的营销环境进行了全面分析，包括国家政策、行业趋势以及公司内部环境等因素。在此基础上，文章重点分析了粉笔公考APP的口碑营销传播现状，包括其策略实施、存在的问题及其原因，为改进粉笔公考的口碑营销传播策略，文章提出了针对性的措施，包括内容创新、模式优化、平台拓展以及评价标准完善等方面，这些措施旨在为线上教育APP的口碑营销传播提供新的思路和方法，同时也为其他行业提供参考和借鉴。通过本文的研究，期望能够为线上教育APP的口碑营销传播实践提供理论支持和实践指导。

关键词：线上教育；粉笔公考；口碑营销

Abstract

Thispaperfirstsummarizesthebasicconcepts,functionsandtheoreticalbasisofword-of-mouthmarketingcommunication,whichprovidestheoreticalsupportforthefollow-upanalysis,andthenmakesacomprehensiveanalysisofthemarketingenvironmentofonlineeducationplatforms,includingnationalpolicies,industrytrends,andthecompanysinternalenvironment.Onthisbasis,thispaperfocusesontheanalysisofthecurrentsituationoftheword-of-mouthmarketingcommunicationofthechalkpublicexaminationAPP,includingitsstrategyimplementation,existingproblemsanditsreasons,inordertoimprovetheword-of-mouthmarketingcommunicationstrategyofthechalkpublicexamination,thepaperputsforwardtargetedmeasures,includingcontentinnovation,modeloptimization,platformexpansionandevaluationstandardimprovement,etc.,thesemeasuresareaimedatprovidingnewideasandmethodsfortheword-of-mouthmarketingcommunicationofonlineeducationAPP,andalsoprovidereferenceandreferenceforotherindustries.Throughtheresearchofthispaper,itisexpectedtoprovidetheoreticalsupportandpracticalguidanceforthepracticeofword-of-mouthmarketingcommunicationofonlineeducationapps.

Keywords:onlineeducation;ChalkPublicExamination;Word-of-mouthmarketing

目录TOC\o1-2\h\u

234311绪论 1

201611.1研究背景和意义 1

135071.2研究方法和内容 1

56012口碑营销传播概况及理论基础 2

6522.1口碑营销传播的概念 2

287152.2口碑营销传播的功能 2

85402.3口碑营销传播的理论基础 3

83983线上教育平台营销环境分析 3

96913.1国家政策环境分析 3

59463.2行业环境分析 4

249533.3公司内部环境分析 4

20124粉笔公考APP口碑营销传播现状分析 5

94074.1粉笔公考公司介绍 5

326734.2粉笔公考APP口碑营