O2O视角下的STEAM教育产品营销推广研究  

Research on Marketing Promotion of STEAM Education Products from O2O Perspective

作　　者：吴祖怡 莫小君 潘芷约 杨媛媛[1] WU Zu-yi;MO Xiao-jun;PAN Zhi-yue;YANG Yuan-yuan(Guangdong University of Foreign Studies South China Business College,Guangzhou 510545,China)

机构地区：[1]广东外语外贸大学南国商学院

出　　处：《价值工程》2020年第1期38-39,共2页Value Engineering

基　　金：“2019年广东省大学生创新创业训练计划项目”资助项目,项目编号：S201912620032

摘　　要：STEAM教育是一种来自美国的教育体系理念,STEAM教育近年来受到国内高度关注,成为时下大热,在教育领域的出镜率居高不下,随着资本的狂热追逐,其市场不断扩大。近年来国内的STEAM教育不管是在校外培训机构还是公立学校,在中国的发展都处于刚起步阶段。STEAM教育市场中存在线上线下两种产品模式。本文将从O2O的视角对两种模式进行对比分析,根据其各自的产品特点和受众群体,为其营销方式提出相关建议。STEAM education is a concept in the education system from the United States.In recent years,STEAM education has received great attention in China and has become a hot trend.With the enthusiasm of capital,its market has continued to expand.In recent years,the development of STEAM education in China,whether in out-of-school training institutions or public schools,is in its infancy.There are online and offline product models in the STEAM education market.This article will make a comparative analysis of the two models from the perspective of O2O,and make relevant suggestions for their marketing methods based on their respective product characteristics and audiences.

关 键 词：STEAM O2O产品 营销推广 

分 类 号：F724.6[经济管理—产业经济]