论文总字数：25890字

摘 要

2019年以来至今加上疫情的冲击，在线教育平台疯狂涌现，在线教育自然瞄准的是网络营销的大片市场，其疯狂增长也刺激了网络营销的发展，互联网的渗透令人们拥有更多的选择，新技术颠覆了行业的发展，但是传统教育产业近年来几乎置身事外。疫情后的习惯性续费，一定程度上导致了市场萎缩与边缘化，不禁令人忧虑传统教育产业的未来。在此背景下，心得网络营销策略的实施势在必行，新东方集团营销方案的实施将大幅提升教辅业务收入，扩大教辅品牌的影响力，保证教辅产业健康发展，同时对其他省、市分公司与同行业具有借鉴意义。

论文基于7PS、AISAS模型框架，采用文献研究法、个案研究法、对比分析法对教育市场进行调研，调研数据与 新东方集团内部数据交叉分析，确定以社交为核心，以基于本地化的线上的社交场景搭建、高质量的教辅产品、具有探索性与个性化的收藏方式作为品牌为目标群体提供的利益组合，为将品牌定位战略传递给组织内的每一个人，指导其语言和行动，

在营销策略制定部分，基于 7ps 营销理论，运用AISAS模型贯穿于集邮产品的营销策略制定全程，策略包括：推广；登录百度、搜狗等搜索引擎；并在购物网站上如淘宝等进行大类搜索置顶，消除相关的恶性推荐搜索。在同类及相关网站间交换链接； 如新东方少儿英语部可以与主营幼婴产品的孩子王进行异业合作。建立邮件列表，通过电子邮件进行宣传；通过微博、知乎等平台进行宣传；在公司所有对外广告中增加网站宣传等。

最后对营销全过程包括财务人事等方面实现控制与调整，与此同时，强调方案在人员与资金、组织与制度方面的保障及财务、风险与营销效果的控制，最终实现传统教育品牌的复兴、教育队伍的建设与新东方集团收入的跨越式提升。

关键词：新东方；网络营销 ；7PS ；AISAS

Network Marketing Program Design of New Oriental

Abstract

Since 2019, coupled with the impact of the epidemic, online education platforms have sprung up crazily. Online education naturally aims at the large market of online marketing, and its crazy growth has also stimulated the development of online marketing. The penetration of the Internet has given people more choices, and new technologies have subverted the development of the industry, but the traditional education industry has almost stayed out of the business in recent years. The habitual renewal after the epidemic has led to the shrinking and marginalization of the market to a certain extent, which makes people worry about the future of the traditional education industry. In this context, the implementation of network marketing strategy is imperative. The implementation of marketing plan of New Oriental Group will greatly increase the business income of teaching aid, expand the influence of teaching aid brand, and ensure the healthy development of teaching aid industry. At the same time, it has reference significance for other provincial and municipal branches and the same industry.

Based on the 7PS and AISAS model framework, this paper uses the methods of literature research, case study and comparative analysis to conduct research on the education market. Through cross analysis of the research data and the internal data of New Oriental Group, it is determined to take social networking as the core, build high-quality teaching auxiliary products based on the localized online social networking scene, improve the quality of teaching auxiliary products, and improve the quality of teaching auxiliary products As a benefit combination provided by the brand for the target group, the exploratory and personalized collection method guides the language and action of everyone in the organization to pass the brand positioning strategy,In the part of marketing strategy making, based on 7PS marketing theory, AISAS model is used throughout the whole process of marketing strategy making of philatelic products; Login Baidu, Sogou and other search engines; And on shopping websites such as Taobao, the top category search is carried out to eliminate the related vicious recommendation search. Exchange links between similar and related websites; For example, New Oriental children's English department can cooperate with child Wang, who is mainly engaged in infant products. Set up mailing list and publicize by e-mail; Propaganda through microblog, Zhihu and other platforms; Add website publicity in all external advertisements of the company.

At the same time, it emphasizes the guarantee of personnel and capital, organization and system, and the control of finance, risk and marketing effect, so as to realize the revival of traditional education brand, the construction of education team and the leap forward improvement of New Oriental Group's income.

Key words: New Oriental;Network marketing;7PS;AISAS

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1选题背景 1

1.2 选题目的和意义 1

1.3研究内容和方法 1

1.4 论文框架 2

第二章 网络营销相关理论及文献综述 3

2.1 网络营销理论介绍 3

2.2 网络营销文献综述 5

第三章 新东方现状及背景介绍 8

3.1新东方教育公司简介 8

3.2发展历程 8

3.3新东方网络营销现状 9

3.4竞争介绍 10

第四章 新东方网络营销需求分析 13

4.1环境分析 13

4.2业务分析 15

第五章 新东方网络营销方案 17

5.1 新东方网络营销方案设计的基本思路 17

5.2 具体方案 17

5.3方案保障 18

5.4方案实施 21

第六章 结论与展望 24

6.1 结论 24

6.2 展望 24

致 谢 25

参考文献 26

第一章 绪 论

1.1选题背景

网络营销是现代市场营销的一种形式，它体现了传统营销的优越性，成为在竞争激烈的市场竞争，快速信息的大量低成本。

剩余内容已隐藏，请支付后下载全文，论文总字数：25890字