环球英语网校网络营销方案构建.pdf

西南交通大学
硕士学位论文
环球英语网校网络营销方案构建
姓名:何毓颖
申请学位级别:硕士
专业:管理科学与工程
指导教师:史本山
20090602
西南交通大学硕士研究生学位论文
第1页
摘要
当前我国网络教育主体呈多元化发展态势,激烈的竞争局面开始显现。随
着知识更新速度的加快和社会非学历教育需求的进一步扩大,加之中国网络应
用环境的完善,基于互联网的远程教育培训市场将空前繁荣。在这种环境下,
对网络教育的网上营销策略进行研究探讨,必然对网络教育的发展有重要意
义
本文以环球英语网校为研究对象,结合网络营销和网络教育行业特点、现
状、基本理论和方法等,以网络营销方法应用为主题,运用市场营销、电子商
务、网络营销等理论知识,针对环球英语网校网络营销实践中的问题展开研究,
构建环球英语网校网络营销的实施方案。具体硏究思路为:首先分析我国网络
教育行业的特别是现有的英语网校的发展概况;研究目前网络教育行业的网络
营销环境,讨论环球英语网校开展网络营销的可行性和意义;运用SWOT分析
法分析环球英语网校所具备的优势、劣势及其面临的机会和威胁,构建出环球
英语网校的运行模式,运用5C营销策略拓展市场并实现其经营目标。
目前,网络教育作为一种有自身特色的崭新教育形式,有着重要的经济意
义,在教育投入不足的情况下,发展网络教育是中国大力推进教育信息化、实
现教育事业跨越性发展最有效、最现实的选择。中国互联网的迅速普及和发展
给网络营销开辟了前所未有的应用空间,而网校的特点和市场环境也决定开展
网络教育行业的网络营销硏究具有较强的可行性。因此,本课题的研究符合现
实需求,具有一定的现实指导意义,本文提出的5C网络营销策略将在一定程
度上对该行业的发展起到推动和促进作用。
关键字:网络营销;网络教育;5C营销策略;网校
西南交通大学硕士研究生学位论文
第
Abstract
Recent years web-education entities have a versatile development while
competition becomes generally drastic. With rapid increasing requirements for
Non-diploma education and improved network environment in China
Internet-based remote education and training market will be unprecedented
prosperity. Consequently, to study on the online marketing strategy for online
education is important to the development of online education
The Huanqiu English web-school is chosen for the study objective in this
thesis. By analyzing the status of e-learning industry, using SWOT tool to solve out
the strength, weakness, opportunity and threat of the Huanqiu English web-school
The feasibility of online marketing strategy of shanghai huangtu web-school was
discussed by studying on the web-marketing environment of present internet
based education. Then so-called 5C marketing strategy was set up for online
marketing of shanghai Huanqiu web-school. Finally, the actual applications of the
5C marketing method was described in detail
Currently the online education is a new education form with its own feature
It has important impact on our society and economy. Under the condition of
inadequate investment for education, to develop the online education is an efficient
and feasible way to develop the education. In addition, the internet in China
develops rapidly so that the online marketing also gets a fast increase. Meanwhile
the feature of the web-school results in the feasibility of the online marketing
strategy is reasonable for the school. Based on this background, the research in this
thesis is important and useful. The 5C online marketing strategy should be a power
supply for online education.
Key words: online marketing, online education; 5C marketin strategy. Web-school