网络教育服务中的客户细分策略分析  

Tactics Analysis of Customer Segmentation in Web-based Education Services

作　　者：文碧桂[1] 赵蔚[1] 

机构地区：[1]东北师范大学计算机科学与信息技术学院

出　　处：《中国教育技术装备》2010年第12期12-14,共3页China Educational Technology & Equipment

基　　金：教育部人文社会科学研究项目《面向个人终身学习的数字化学习服务模式研究》(项目编号:08JA880012)资助

摘　　要：随着终身学习理念的深入人心，网络教育服务市场前景会更加广阔，同时竞争也在加剧。对客户进行细分，提供有针对性的营销策略、服务模式将有助于提高网络教育服务机构市场竞争力。从客户终身价值、学习者媒介偏好、利益细分等角度分析网络教育服务中的客户细分策略。With lifelong learning becoming more and more popular, Web-based education service market has a more extensive future and in the same time face fiercer competition. Through customer segmentation, Web-based education service organizations can generate pointed marketing tactics and service modes, and then strengthen their competitive abilities. The paper analyzed customer segmentation tactics in web-based education services in the following aspects： customer lifetime profit, customer media preference and benefit segmentation.

关 键 词：网络教育 客户细分 细分策略 

分 类 号：G40-054[文化科学—教育学原理]