xx教育公司的网络营销方案研究

河北工业大学毕业论文作者：*****学号：******学院：经济管理学院系(专业):市场营销系题目：**教育公司的网络营销方案研究指导老师：****副教授评阅老师：2013年6月5日河北工业大学2013届本科毕业论文毕业论文中文摘要**教育公司的网络营销方案研究摘要：**教育是一家专门做考研培训的教育机构。成立十几年来，已经逐渐发展壮大并在业内产生一定影响。随着教育培训行业的兴起，越来越多的竞争对手加入，导致行业竞争越来越激烈。对于**教育来说，吸引学员、扩大自身影响力成为当前企业发展的重要目标。目前，传统的营销方式由于投入的成本过高，已经越来越不能适应行业的发展。而建立在计算机网络技术发展与消费者生活习惯改变基础上的网络营销作为一种新型营销方式，具有成本低、效率高、效果好的特点，受到了广大教育行业从业机构的青睐。在这样的网络环境下，公司从05年开始制定自己的网络营销战略，并创建了自己的网站。本论文运用市场营销理论、网络营销理论、PEST分析等对**教育进行了外部环境分析、竞争对手分析,通过直接访谈法收集有关**教育的消费者购买行为因素和公司营销策略分析，在此基础上对**教育公司网络营销策略提出合理化改进方案,为公司管理层开展网络营销提供了参考依据，有助于公司管理者做出决策。关键词：教育培训网络营销消费者偏好河北工业大学2013届本科毕业论文毕业论文英文摘要TitleTheinternetmarketingplanresearchofDaohangeducationco.AbstractNavigationeducationisoneofthebesttodoone'sdeceasedfathergrindtrainingeducationinstitutions.Foundedmorethantenyears,hasgraduallydevelopedandhascertaininfluenceintheindustry.Withthedevelopmentofeducationandtrainingindustry,moreandmorecompetitorstojoin,leadtotheincreasinglyfiercecompetitionintheindustry.Fornavigationeducation,attractstudents,expanditsinfluencehasbecomeoneoftheimportantgoalsofenterprisedevelopment.Atpresent,thetraditionalmarketingwayduetothehighinputcosts,alreadymoreandmorecan'tadapttothedevelopmentofindustry.Andbasedoncomputernetworktechnologydevelopmentandthenetworkmarketingonthebasisofconsumerhabitschangeasanewmarketingmethod,thecharacteristicsoflowcost,highefficiency,goodeffect,gotthefavourofbroadeducationindustryorganizations.Insuchanetworkenvironment,thecompanyfrom05begantodesigntheirownnetworkmarketingstrategy,andcreatedhisownwebsite.Thispaperbyusingthetheoryofmarketing,networkmarketingtheoryandPESTanalysisonthenavigationeducationexternalenvironmentanalysis,competitoranalysis.Throughdirectinterviewmethodtocollecttheconsumerbuyingbehaviorfactorsofnavigationeducationandthecompanymarketingstrategyanalysis,onthebasisofnavigationeducationcompanynetworkmarketingstrategyputforwardrationalimprovementsolutions.Canprovidemanagementwithreferencebasistodevelopnetworkmarketing,help河北工业大学2013届本科毕业论文thecompanymanagersmakedecisions.Keywords:EducationandtrainingNetworkmarketingConsumerpreference河北工业大学2013届本科毕业论文目录1.绪论.............................................................11.1选题背景.................................................................................................................................11.2研究目的及意义......................................................................................................................11.3研究方法..................................................................................................................................21.4研究框架..................................................................................................................................22.理论基础及相关概念介绍............................................32.1网络营销策略概念描述.........................................................................................................32.2教育培训行业的网络营销新模式..........................................................................................32.3宏观环境（PEST分析）理论.................................................................................................52.4SWOT分析理论........................................................................................................................52.5消费者购买行为分析理论......................................................................................................63.**教育网络营销现状................................................63.1公司现状.................................................................................................................................63.2**教育产品概述.......................................................................................................................73.3教育培训行业网络营销现状................................................................................................103.4**教育网络营销现状.............................................................................................................114.**教育集团网络营销环境分析.......................................124.1宏观环境分析........................................................................................................................124.2竞争对手分析........................................................................................................................144.3消费者购买行为分析............................................................................................................145.**教育集团产品网络营销策略改进...................................165.1产品策略................................................................................................................................165.2价格策略................................................................................................................................175.3渠道策略................................................................................................................................185.4促销策略................................................................................................................................19结论.....................................