弘成教育集團網(wǎng)絡營銷策略研究

工商管理論文編號:GS164  論文字數(shù):29244,頁數(shù):36 附任務書,開題報告,文獻綜述

目    錄
1緒論 1
 1.1選題的意義 1
 1.2國內(nèi)外研究現(xiàn)狀 2
 1.3本文的研究內(nèi)容 3
2網(wǎng)絡營銷相關(guān)理論 5
 2.1網(wǎng)絡營銷概念理論 5
 2.2網(wǎng)絡營銷環(huán)境理論 6
 2.3 SWOT分析 6
 2.4營銷組合理論 7
3弘成教育集團網(wǎng)絡營銷現(xiàn)狀 10
 3.1弘成教育集團簡介 10
 3.2弘成教育集團的市場競爭狀況 11
 3.3弘成教育集團外部營銷環(huán)境分析 15
 3.4弘成教育集團SWOT分析 17
 3.5弘成教育集團網(wǎng)絡營銷現(xiàn)狀及存在的問題 19
4弘成教育集團網(wǎng)絡營銷策略 21
 4.1產(chǎn)品策略 21
 4.2營銷渠道策略 22
 4.3促銷策略 24
5弘成教育集團網(wǎng)絡營銷實施保障 26
 5.1產(chǎn)品策略實施 26
 5.2網(wǎng)絡營銷渠道實施 27
 5.3促銷策略實施 27
結(jié)束語 31
參考文獻 32
致    謝 33

摘    要
 當前我國網(wǎng)絡教育主體呈多元化發(fā)展態(tài)勢，隨著知識更新速度的加快和社會非學歷教育需求的進一步擴大，加之網(wǎng)絡應用環(huán)境的完善，基于互聯(lián)網(wǎng)的遠程教育培訓市場空前繁榮。在這種環(huán)境下，對網(wǎng)絡教育的網(wǎng)絡營銷策略進行研究探討，對網(wǎng)絡教育的發(fā)展有重要意義。
 本文以弘成教育集團為研究對象，結(jié)合網(wǎng)絡營銷和網(wǎng)絡教育行業(yè)特點、現(xiàn)狀、基本理論和方法等，以網(wǎng)絡營銷方法應用為主題，運用市場營銷、網(wǎng)絡營銷等理論知識，針對弘成教育集團營銷實踐中的問題展開研究，構(gòu)建弘成教育集團營銷實施方案。本文首先分析我國網(wǎng)絡教育行業(yè)的發(fā)展概況，研究目前網(wǎng)絡教育行業(yè)的網(wǎng)絡營銷環(huán)境并且運用SWOT分析法分析弘成教育集團具備的優(yōu)勢、劣勢及其面臨的機會和威脅，構(gòu)建出弘成教育集團網(wǎng)絡營銷策略，進行策略實施來拓展市場并實現(xiàn)其經(jīng)營目標。
 
關(guān)鍵詞: 弘成教育集團；網(wǎng)絡教育；網(wǎng)絡營銷；營銷策略
Abstract
 Current online education was the main trend of diversification, with the acceleration of knowledge update and non-academic educational needs of the community to further expand, coupled with the perfect network environment, Internet-based distance education training market unprecedented prosperity. In this environment, network education, online marketing strategy study on the development of online education is important.     In this paper, Hongcheng Education Group for the study, combined with network marketing and Internet Education industry characteristics, current status, basic theory and method to online marketing methods applied for the theme, the use of marketing, network marketing theory, for Hongcheng Education Group Marketing Practice issues in research, build Hongcheng Education Group Marketing implementation. Firstly, analysis of the online education industry development overview of current online education industry, network marketing environment and the use of SWOT analysis method, Hongcheng Education Group prepared strengths, weaknesses and face opportunities and threats, constructed Hongcheng Education Group Internet Marketing Strategy for strategic implementation to expand the market and achieve its business objectives.
 
 Keywords: Hongcheng Education Group; Online education; Internet marketing; Marketing strategy