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| 有道精品课市场营销策略分析 摘 要 最近几年，伴随着科学技术的快速发展，互联网信息技术的发展给人们的生产生活带来了非常大的变化，再加上我国国家政策支持力度的不断加大，其中在线教育的出现更好地满足了人们的个性化需求，在线教育市场规模也在不断地扩大：吸引了很多传统教育机构以及互联网企业纷纷进入在线教育领域，导致在线交易市场竞争十分激烈。 网易集团旗下的网易有道作为互联网技术公司，经过这些年的发展，积累了一定数量的优质用户，其中有道精品课2020年Q1实现销售额达4.46亿，同比增长311.9%。有道精品课作为一种新的业务经营形式和状态，对于研究在线教育行业有着极其重要而现实的意义。论文选择有道精品课作为研究对象，通过市场营销相关理论以及对有道精品课的自身发展状况和发展环境的分析来确定符合其自身发展的竞争战略。 论文收集整理了相关文献资料和研究成果，然后着重对有道精品课在线教育产品的发展环境和自身状况进行分析，运用SWOT分析法对有道精品课的优势、劣势、机遇和挑战进行更加详细的了解，结合我国在线教育的行业情况和有道精品课在线教育产品的具体状况，分析其发展方向和改进方法，并且分别从品牌建设、人力资源体系、技术研发、完善学习社区等方面阐述竞争战略保障措施。 本文结合市场营销理论，以网易有道公司旗下名师在线直播课程品牌—— 有道精品课（本文简称有道精品课）为实例，对在线教育学习产品行业进行分析。应用SWOT分析法对有道精品课在线教育产品的营销环境进行分析，既可以为有道精品课在线教育产品提供可操作改进措施，也能够为其他新进入和准备进入该行业的企业起到一定的借鉴作用，以此来促进我国在线教育行业的良性发展。 关键词：有道精品课；SWOT分析；营销策略；存在问题；改进策略 Analysis on marketing strategy of Youdao excellent course Abstract In recent years, with the rapid development of science and technology,the development of Internet information technology has brought great changes to people's production and life. Coupled with the increasing national policy support,the emergence of online education better meets people's personalized needs,and the scale of online education market is also expanding: it has attracted many traditional education institutions And Internet companies have entered the field of online education, resulting in fierce competition in the online trading market. As an Internet technology company, Netease Youdao, a subsidiary of Netease group,has accumulated a certain number of high-quality users after years of development. In 2020, the Q1 sales of Youdao excellent course willreach 446 million, with a year-on-year growth of 311.9%.Youdao excellent course, as a new form and state of business operation,has extremely important and practical significance for the research of online education industry. This paper chooses Youdao excellent course as the research object,and determines the competitive strategy in line with its own development through the analysis of marketing theory and its own development situation and development environment. This paper collects and sorts out the relevant literature and research results, and then focuses on the analysis of the development environment and its own situation of Youdao excellent course online education products. It uses SWOT analysis method to make a more detailed understanding of the advantages, disadvantages, opportunities and challenges of Youdao excellent course. Combined with the industry situation of our country's online education and the specificsituation of Youdao excellent course online education products,it divides into three parts This paper analyzes its development direction and improvement methods,and expounds the guarantee measures of competitive strategy from the aspects of brand building, human resource system, technology research and development, and improving learning community. In this paper, combined with marketing theory,to Netease Youdao company's famous teacher online live course brand—— Taking Youdao excellent course as an example,this paper analyzes the online education and learning product industry. The application of SWOT analysis method to analyze the marketing environment of Youdao online education products can not only provide operable improvement measures for Youdao online education products, but also play a certain reference role for other new and ready to enter theindustry, so as to promote the healthy development of China's online education industry. Key words: Youdao Excellent Course;；SWOT analysis；Marketing Strategy；Existing Problems；Improvement Strategy 目 录 引言 1 公司简介 1.1 网易集团简介 1.2 网易有道公司简介 1.3 有道精品课简介 2 有道精品课营销现状 2.1 竞争者 2.1.1 现有竞争者 2.1.2 潜在竞争者 2.2 消费者 2.3 供应商 2.4 替代产品 3 有道精品课SWOT分析 3.1 优势分析 3.1.1 平台优势 3.1.2 教育IP深入人心 3.1.3 互联网产品研发能力强 3.1.4 获取用户的成本较低 3.2 劣势分析 3.2.1 师资人才较单一 3.2.2 缺乏线下扩展 3.3 机会分析 3.3.1 政策红利 3.3.2 经济红利 3.3.3 社会文化红利 3.3.4 技术红利 3.4 威胁分析 3.4.1 竞争者逐渐增多 3.4.2 产品投入周期长 4 有道精品课营销策略现存问题 4.1 产品同质化严重 4.2 个性化教学程度较低 4.3 技术水平有待提高 4.4 知识产权受到威胁 5 有道精品课市场营销策略的改进建议 5.1 注重个性化差异，因材施教 5.2 提高技术水平，注重知识产权保护 5.3 完善服务过程 5.4 建设高质量教学，注重师资团队建设 5.5 加大宣传力度 6 结论 谢辞 参考文献 |
