粉笔教育公务员考试线上业务营销策略优化研究

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作者	李永镇
姓名汉语拼音	liyongzhen
学号	2020000011036
培养单位	兰州财经大学
电话	18695187086
电子邮件	752037210@qq.com
入学年份	2020-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	工商管理
学科代码	125101
第一导师姓名	朱泽钢
第一导师姓名汉语拼音	zhuzegang
第一导师单位	兰州财经大学
第一导师职称	教授
题名	粉笔教育公务员考试线上业务营销策略优化研究
英文题名	Study on Marketing Strategy of Online Civil Service Examination in Chalk Education
关键词	粉笔公考在线教育 7Ps 营销策略
外文关键词	Chalk Education;Online education;Civil service examination;Marketing strategy
摘要	近年来，随着“公考热”不断升温，针对公务员考试的传统培训机构也应运而生，方兴未艾。但由于竞争激烈、运营成本高等原因，传统的教育机构盈利困难，以互联网为媒介的在线教育成为了公考培训行业转型的新赛道。新赛道的产生不仅带来了新机遇，也面临着推广效果不佳、目标市场定位不准等问题。因此，在线公考教育培训机构的营销策略亟需进一步优化，实现可持续发展。本文以粉笔教育公务员考试（以下简称“粉笔公考”）线上培训业务为研究对象，旨在探讨如何优化其营销策略以提升市场竞争力和用户满意度。本文通过文献综述分析了在线教育市场的发展现状及营销策略的演变趋势，以 7Ps 营销理论为基础，运用波特五力和 SWOT 分析法对粉笔公考的内外部竞争环境、粉笔公考营销现状进行全面分析。通过问卷调查的形式分析总结出粉笔公考在线教育市场营销策略制定过程中出现的问题及成因。最后基于 PEST 理论进行了目标市场分析和优化方案的设计，有针对性地提出适合粉笔公考在线教育产品当前发展阶段的营销策略和保障措施，从而进一步满足消费者的需求，提升粉笔公考在线教育培训产品的销售额与盈利水平，同时为教育培训行业在营销策略方面的研究提供一定的参考。
英文摘要	In recent years,as the "Civil Service Examination fever" continues to heat up,traditional training institutions for civil service examinations have also come into being,which is in the ascendant.However,due to fierce competition and high operating costs,it is difficult for traditional educational institutions to make profits, and online education with the Internet as the medium has become a new track for the transformation of the public examination training industry.The emergence of new tracks not only brings new opportunities,but also faces problems such as poor promotion effect and inaccurate target market positioning.Therefore, the marketing strategy of online education public examination training institutions needs to be further optimized and achieve sustainable development. This study takes the online training business of the Chalk Education Civil Service Examination (hereinafter referred to as the "Chalk Public Examination") as the research object, aiming to explore how to optimize its marketing strategy to enhance market competitiveness and user satisfaction. This article analyzes the current development status of the online education market and the evolution trend of marketing strategies through literature review. Based on the 7Ps marketing theory, we comprehensively analyzed the internal and external competitive environment of the public chalk exam and the current marketing situation of the public chalk exam by using Porter's Five Forces and SWOT analysis method. Through questionnaires, the study analyzed and summarized the problems and causes in the development of online education marketing strategies for the public chalk exam. Finally, based on the PEST theory, target market analysis and optimization plan design were carried out, and targeted marketing strategies suitable for the current development stage of online education products for the Chalk Public Examination were proposed to further meet consumer needs, improve the sales and profitability level of online education and training products for the Chalk Public Examination, and provide some reference for the research of marketing strategies in the education and training industry. Keywords:Chalk Education;Online education;Civil service examination;Marketing strategy
学位类型	硕士
答辩日期	2024-05-25
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	79
参考文献总数	53
馆藏号	0006165
保密级别	公开
中图分类号	F203.9/1095
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/37163
专题	MBA教育中心
推荐引用方式 GB/T 7714	李永镇. 粉笔教育公务员考试线上业务营销策略优化研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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