现代远程教育营销策略研究

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3.0 陈辉 2024-11-20 4 4 814.94KB 69 页 15积分
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摘 要
随着计算机网络技术的日益发展，现代远程教育正迅速地在各个国家得到普
及。虽然教育行业政策性很强，教育不能完全产业化，但对于现代远程教育来说
是可以进行市场化运作的。目前，国内外对现代远程教育的营销研究仍处于摸索
阶段。很多现代远程教育机构也已经开始运用营销的手段来推广教学资源、摆脱
资金不足等窘境，进而扩大自己在远程教育市场中份额。但是在我国，由于在传
统观念等诸多因素的影响下，现代远程教育市场的推广和接受速度都较缓慢。
本文从远程教育“市场化”的角度出发，让远程教育机构在满足社会进步，
让教育机构的领导者在市场意识的指引下，重视机构的营销策略，充分利用资源，
建构科学、高效的现代远程教育模式，实现教育资源配置和效率的最大化，让更
多的人享受远程教育带来的便捷和学习的快乐。
本文运用SWOT分析法对现代远程教育市场环境进行了分析，细分了远程教育
市场、确立了目标群体、明确了市场定位；并根据远程教育市场的特点，通过传
统的营销组合4P的理念分析了远程教育的产品、定价、渠道和促销策略。通过理
论分析，可以看出现代远程教育营销策略既是市场规律的反映，更是教育规律的
反映，它能够提供科学的规范操作和科学的思维方法。
本文在营销策略的理论基础上，以上海远程教育集团为例，用波特五力模型
分析了目前的市场环境，重点介绍了集团化运作的上海远程教育集团是如何运用
的营销策略。尤其是产品策略部分的运用，从产品品牌策略、产品组合策略以及
产品服务策略三方面阐述。最后在假定现代远程教育市场中诸多因素不变的情况
下，根据上海电视大学近5年来招生人数，运用灰色GM(1,1)模型，对上海远程教
育集团的未来发展作了预测。通过实例，进一步证实了有效的营销策略可以为远
程教育更有效地发挥各种教育资源的优势，为远程教育提高教育质量提供有力支
持，同时也为学习者提供方便、广泛的教育服务。
在现代远程教育营销刚刚起步之时，与之相适应的营销策略也只是雏形，市
场运作中还存在很多不足之处和有待解决的问题，需要得到更多的检验、修正和
完善。随着远程教育市场的慢慢成熟，营销策略越来越完善，将更具针对性和说
服性。为了一切学习者，一切为了学习，现代远程教育作为教育与信息技术的完
美结合产物，将为人类通过学习认识世界、改造世界做出更多贡献。
关键词：远程教育 营销策略 产品策略 GM(1,1)模型预测
ABSTRACT
Along with the increasing development of Computer Network Technology, the
modern distance education now is growing rapidly around the world. Though education
can not be fully industrialized under the strict education policy taken by the government,
those none-degree education programs of remote education still could be managed by
market operation as an exception. At present, the marketing research on modern
distance education is still in the primary stage both at home and abroad. In order to
promote instructional and extricate themselves from the fund-short embarrassment,
quite a lot of modern remote education organizations have already start to increase the
market share in current education area by means of marketing methods. However,
influenced by a number of factors such as the traditional educational ideas, the
promotion and acceptance of Modern Distance Education market are relatively in a slow
speed in china.
This article derived from the point of remote education marketization is to enable
organization to satisfy social development, meanwhile top management can put more
focus on defining the strategy of sales marketing under the guidance of market-lead
concept in order to full utilize existing resource. It’ll lead to the realization of efficiency
maximization in the education resource optimization to build high efficiency of remote
education model which enable more people enjoy the convenience and fun from it.
This article use SWOT methodology to study the market situation of modern
remote education and conduct further analysis on market segmentation to define target
customer and its market position and through traditional 4P sales theory to study
product, pricing, channel, promotion etc sales strategy upon its market characteristic.
Through theory analysis, it show that remote education marketing strategy is the
reflection of marketing rule and education rule, it will provide us scientific standard
operation procedure and the way of thinking.
Base on the sales and marketing theory and take the example of Shanghai remote
education group, the article focus on the introduction of the group company how to
implement product strategy and describe the strategy from product brand, product
category and service standpoint by using Porter analyze model and conduct business
forecast for group company by using GM(1,1) model base on the number of recruit
students from Shanghai Television University in last 5 years. Proper marketing strategy
could enable remote education to take the advantage of utilizing different education
resources in more effective way with high quality and bring convenient education
service to wide customers, that result in booming development in future for the
business.
However, the rudiment of its marketing strategy in the beginning stage needs
further validation, correction and improvement. There is still lot of immaturity exist in
its operation, many gaps need to be resolved. But along with the market growing and
becoming mature, the strategy could be perfect, result oriented and reasonable for all
learners. Modern remote education born as child of education and information
technology will contribute more for human being to recognize and change the world.
Key word: Remote education，marketing strategy，product strategy，
GM(1,1) model forecast
1
目 录
中文摘要
ABSTRACT
第一章 绪论 .....................................................................................................................1
§1.1 选题背景 ............................................................................................................1
§1.2 研究目的 ............................................................................................................3
§1.3 国内外远程教育发展现状 ................................................................................3
§1.3.1 国外远程教育发展现状 .............................................................................3
§1.3.2 中国现代远程教育发展现状 .....................................................................4
§1.4 本文研究思路 ....................................................................................................6
第二章 现代远程教育营销概述 .....................................................................................7
§2.1 远程教育 ............................................................................................................7
§2.1.1 远程教育的早期定义 .................................................................................7
§2.1.2 远程教育的最近定义 .................................................................................7
§2.1.3 远程教育的特征 .........................................................................................8
§2.1.4 归纳综合 .....................................................................................................8
§2.2 教育营销 ............................................................................................................9
§2.2.1 营销的概念 .................................................................................................9
§2.2.2 教育营销的概念 .........................................................................................9
§2.2.3 营销对教育机构的必要性 .......................................................................10
§2.3 现代远程教育营销 ..........................................................................................11
§2.3.1 现代远程教育营销的概念 .......................................................................11
§2.3.2 研究综述 ...................................................................................................12
§2.4 本章小结 ..........................................................................................................14
第三章 现代远程教育的市场分析 ...............................................................................15
§3.1 现代远程教育的市场环境 ..............................................................................15
§3.2 现代远程教育的市场竞争 ..............................................................................17
§3.3 现代远程教育的消费者分析 ..........................................................................18
§3.4 现代远程教育市场的 STP 分析 .....................................................................19
§3.5 远程教育的营销组合 ......................................................................................21
§3.6 本章小结 ..........................................................................................................22
第四章 现代远程教育营销策略 ...................................................................................23
2
§4.1 现代远程教育的产品策略（Product）......................................................... 23
§4.1.1 远程教育的产品层次 .................................................................................23
§4.1.2 远程教育的产品策略 .................................................................................24
§4.2 现代远程教育的价格策略（Price）............................................................. 27
§4.3 现代远程教育的渠道策略（Place）.............................................................28
§4.4 现代远程教育的促销策略（Promotion）.....................................................28
§4.5 本章小结 ..........................................................................................................29
第五章 现代远程教育营销策略的运用 .......................................................................31
§5.1 上海远程教育集团概况 ..................................................................................31
§5.2 上海远程教育集团市场分析 ..........................................................................32
§5.3 上海远程教育集团的产品策略 ......................................................................35
§5.3.1 产品品牌策略 .............................................................................................35
§5.3.2 产品组合策略 .............................................................................................36
§5.3.3 产品服务策略 .............................................................................................43
§5.4 上海远程教育集团的价格策略 ......................................................................45
§5.5 上海远程教育集团的渠道策略 ......................................................................46
§5.6 上海远程教育集团的促销策略 ......................................................................47
§5.7 上海远程教育集团发展规模趋势 ..................................................................48
§5.8 本章小结 ..........................................................................................................53
第六章 总结和展望 .......................................................................................................55
§6.1 本文总结 ..........................................................................................................55
§6.2 建议与展望 ......................................................................................................56
参考文献 .........................................................................................................................59
在读期间公开发表的论文 .............................................................................................61
致谢 .................................................................................................................................63
摘要：

摘要随着计算机网络技术的日益发展，现代远程教育正迅速地在各个国家得到普及。虽然教育行业政策性很强，教育不能完全产业化，但对于现代远程教育来说是可以进行市场化运作的。目前，国内外对现代远程教育的营销研究仍处于摸索阶段。很多现代远程教育机构也已经开始运用营销的手段来推广教学资源、摆脱资金不足等窘境，进而扩大自己在远程教育市场中份额。但是在我国，由于在传统观念等诸多因素的影响下，现代远程教育市场的推广和接受速度都较缓慢。本文从远程教育“市场化”的角度出发，让远程教育机构在满足社会进步，让教育机构的领导者在市场意识的指引下，重视机构的营销策略，充分利用资源，建构科学、高效的现代远程教育模式，实现教育资...

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作者：陈辉 分类：高等教育资料 价格：15积分 属性：69 页 大小：814.94KB 格式：PDF 时间：2024-11-20

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