市场营销-大学生网络课程市场营销策略研究 -以考虫为例论文.docx

大学生网络课程市场营销策略研究-以考虫为例 【摘要】随着社会经济和科学技术的发展，网络授课的教育方式逐渐被学生、家长所接受，教育培训机构纷纷寻求转型，因此，网络课程培训机构之间的竞争愈发激烈。各大教育机构若想在这风起云涌的网络时代中免于被淘汰，不仅需要通过各种手段增强自身竞争力，不断学习反思提升自身业务能力，与此同时，制定符合社会发展需要、适应市场发展规律的市场营销策略也至关重要。在这样的时代潮流下，考虫应如何制定符合当前市场发展的营销策略，从而赢得核心竞争力，稳定自身优势并维持可持续发展。本文通过调查问卷调查结合PEST，4P等理论，对考虫目前在行业发展中面临的些许问题进行分析，发现考虫目前市场过于狭小，产品种类不足；学生学习自主性难以把控，影响用户对品牌的评价；线下推广的力度不足，片面的推广导致平台部分潜在客户流失；学生使用后反馈信息难以收集、整理，老师教学方式改进不够及时等问题。因此，从考虫平台产品、定价、宣传、特色、反馈等几方面提出建议，以此来探索更具实践意义、更适合公司的市场营销策略，试图为考虫接下来的市场营销策略的优化提供一定的帮助，为各个教育机构的网络平台课程发展提供一定参考。 【关键词】网络培训；市场营销；4P理论  A study on the marketing strategy of college students online courses - a case study of college students [Abstract]Nowadays, with the rapid development of social economy and the continuous improvement of network technology, the education method of online courses is gradually accepted by the public, and education and training institutions are also seeking transformation, and the competition between network training institutions is becoming more and more fierce. If you want to avoid being eliminated in this turbulent era, not only do you need to enhance your competitiveness through various means, and constantly learn to reflect and improve your business capabilities, at the same time, formulate marketing that meets the needs of social development and adapts to market development laws Strategy is also crucial. Under such circumstances, how to test insects should formulate marketing strategies in line with current market development, in order to establish core competitiveness, stabilize themselves and maintain sustainable development. This paper analyzes some of the problems faced by the test insects in the industry development through the questionnaire combined with PEST, 4P and other theories. It is found that the test insects currently have too small a market and insufficient product types; students learning autonomy is difficult to control, affecting users Brand evaluation; offline promotion is not strong, one-sided communication leads t