学习类APP的营销推广策略研究--以“英语流利说”APP为研究案例  

Research on Marketing Promotion Strategies of Learning APPs--Taking the“LAIX”APP as a Research Example

作　　者：陈建华 梁振东[2] Chen Jianhua;Liang Zhendong(Minnan Normal University,Zhangzhou Fujian 366300,China)

机构地区：[1]闽南师范大学教育科学学院,福建漳州366300 [2]闽南师范大学,福建漳州366300

出　　处：《河北能源职业技术学院学报》2021年第3期24-28,共5页Journal of Hebei Energy College of Vocation and Technology

基　　金：福建省教育科学“十三五”规划海峡两岸职业教育重点课题(FJJKHX16—021)。

摘　　要：随着互联网和智能终端的普及,在线教育、在线学习已成为趋势和潮流,特别是在后疫情时代,在线教育和在线学习的需求迅速增加。在此背景下,如何有效营销推广其学习类APP,成为在线教育机构实现成长或发展目标而面临的重要问题。然而多数学习类APP存在下载量小、用户忠诚度不高、同质化严重等问题,严重制约了APP所属教育机构的成长和发展。因此本文以市场认可度较高的“英语流利说”APP为研究案例,采用SWOT等分析方法,从学习动因角度分析其营销推广的成功经验和存在问题,从而为其他APP的功能开发及营销推广提供理论依据。With the popularization of the Internet and intelligent terminals,online education and online learning have become trends,especially in the post-epidemic era,the demand for online education and online learning has increased rapidly.In this context,how to effectively promote their learning APPs has become an important issue faced by online educational institutions to achieve growth or development goals.However,most learning APPs have some problems such as small downloads,low user loyalty,and serious homogeneity,etc,which severely restraint the growth and development of educational institutions affiliated to APP.Therefore,this study take the“LAIX”APP which has high market recognition as an example,using SWOT and other analysis methods to analyze its successful marketing experience and existing problems from the perspective of learning motivation,so as to provide a theoretical basis for other APPs functions development and marketing promotion.

关 键 词：学习类APP 营销推广 英语流利说 

分 类 号：F273.2[经济管理—企业管理]