近十年来我国在线教育企业营销策略研究综述  

A Summary Of Research On Marketing Strategy Of Online Education Enterprises In China In Recent Ten Years

作　　者：胡婧 HU Jing(Kunming University Of Science And Technology)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《江苏商论》2022年第11期121-123,共3页Jiangsu Commercial Forum

摘　　要：近年来,我国“互联网+”战略持续推进,大数据和人工智能技术进一步发展,在线教育企业发展十分迅速。在2020年疫情暴发后,各地区学校纷纷响应“停课不停学”的号召开展网上教育,各种在线教育机构更是如雨后春笋般涌现。本文结合市场营销4P理论,对近十年来在线教育企业营销策略研究进行分析,发现学者们对在线教育企业营销策略的研究主要集中在产品的分类、营销环境、营销现状、存在的问题以及对策五个方面。为了吸引和留住用户,教育机构各显身手,积极采取各种营销策略。但总体上来说,这些营销策略在产品、价格、沟通和促销方面都有待加强。In recent years,my country’s “Internet +” strategy has continued to advance,big data and artificial intelligence technologies have further developed,and online education companies have developed rapidly.After the outbreak of the epidemic in 2020,schools in various regions responded to the “suspend classes without stopping” and held online education exhibitions,and various online education institutions have sprung up like mushrooms after a rain.Based on the 4P theory of marketing,this paper analyzes the research on the marketing strategy of online education companies in the past ten years,and finds that scholars’ research on the marketing strategies of online education companies mainly focuses on product classification,marketing environment,marketing status,existing problems and countermeasures.Five aspect.In order to attract and retain users,educational institutions show their talents and actively adopt various marketing strategies.But in general,these marketing strategies need to be strengthened in terms of product,price,communication and promotion.

关 键 词：在线教育 营销策略 4P理论 

分 类 号：G40[文化科学—教育学原理]