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| 在线教育橙啦的网络营销策略研究 摘要 随着教育模式的不断创新与转变，尤其是年初新冠肺炎疫情的爆发，在线教育平台的发展规模得到了进一步推动，在线教育培训市场的竞争也在愈演愈烈。目前在线教育培训市场也表现出了非常明显的增值空间。大量潜在企业的加入也使在线教育培训市场的竞争进入到了白热化的阶段，而市场营销策略成为了在线教育培训企业与平台克敌制胜的主要手段，而如何使用良好的营销策略成为了当前在线教育培训企业与平台迫切需要解决的问题。基于此，在线教育橙啦的网络营销策略研究为选题，再开展研究的过程中以4P营销策略为研究基础，对在线教育橙啦的网络营销现状开展研究，探讨橙啦网络营销策略所存在的问题，最后结合理论知识和文献资料，从产品、价格、渠道、促销四个方面，提出在线教育橙啦网络营销策略的改进建议。希望通过此次研究能够为在线教育企业与平台开展网络营销提供帮助。 关键词：在线教育；橙啦；4P；营销策略 Abstract The novel coronavirus pneumonia outbreak has been further promoted withthe continuous innovation and transformation of education mode,especially the outbreak of new crown pneumonia in the beginning of this year. The competition in online education and training market is also becoming more and more intense.At present, the online education and training market also shows a very obvious value-added space.The participation of a large number of potential enterprises also makes the competition of online education and training market into a white hot stage,and marketing strategy has become the main means for online educationand training enterprises and platforms to overcome the enemy,and how to use good marketing strategy has become an urgent problem for online education and training enterprises and platforms. Based on this, online education orange La network marketing strategy research as the topic,and then carry out the research process to 4P marketing strategy as the research basis,the online education orange La network marketing situation research,to explore the orange La network marketing strategy problems,finally conclude the reasonable knowledge and literature, from the product, price, channel, promotion four aspects, put forward the online education orange La network marketing strategy Yuchengla network marketing strategy improvement suggestions. It is hoped that this research can provide help for online education enterprises and platforms to carry out network marketing. Key words: online education; orange; 4P; marketing strategy 目录 一、绪论 1 （一）研究背景 1 （二）研究目的与意义 1 二、文献综述 2 （一）国内研究现状 2 （二）国外研究现状 2 1.网络营销的概念 2 2.网络营销的特点 2 3.网络营销策略的应用 3 三、在线教育橙啦的网络营销现状分析 5 （一）橙啦的简介 5 （二）橙啦的网络营销现状分析 5 1.产品策略 5 2.价格策略 5 3.渠道策略 6 4.促销策略 6 四、橙啦网络营销策略中存在的不足 7 （一）产品质量存在不足 7 （二）定价缺乏动态调整 7 （三）营销渠道比较单一 8 （四）促销宣传不够全面 8 五、在线教育橙啦网络营销策略的改进建议 9 （一）强化产品质量监督管理 9 1.多角度优化产品组合 9 2.运用口碑形成闭环社区 9 （二）合理制定产品销售价格 9 1.分层次区别定价 9 2.产品组合定价 10 （三）采取多元化的营销渠道 10 1.开发代理商渠道 10 2.强化自营渠道的管理 11 （四）积极开展产品促销宣传 11 1.产品营销沟通的加强 11 2.产品病毒式营销的实施 11 3.展会展销、体验优先 12 六、结论 13 参考文献 14 致谢 15 |
