互联网知识经济时代的到来，使得人们对学习有了全新的认识，继 续教育和终身学习的需求不断提升。移动互联网的发展，也为在线教育 市场的飞速增长提供了良好的契机。本文旨在将二次销售作为在线英语 培训业务增长的另一条途径，通过研究E公司在线英语培训业务中二次 销售相关的数据，发现二次销售中存在的问题，并给出二次销售改进的 策略，最终实现用户活跃度和二次销售转化率改善带来的增长。 本文结合用户体验、市场营销、二次销售等领域的相关理论，采取 用户画像、用户行为分析、用户回访、数据相关性分析、对照试验等方 法，对E公司在线英语培训业务的二次销售情况进行分析，并在此基础 上行成改进策略和实施方案。通过重构二次销售业务流程，增加微信服 务号作为新的服务平台和流量入口，一方面提高用户活跃度，扩大二次 销售潜在客户的基数，另一方面优化二次销售奖励促销设计，提高二次 销售的转化率，最终实现二次销售的总体提升 。 本文第一章为绪论，主要介绍本文的研究背景、目的和方法，引出 本文的主要研究内容。第二章为理论综述，主要介绍本文涉及的相关理 论基础和文献资料。第三章对E公司及其业务进行了介绍，并提出了E 公司在线英语培训业务二次销售存在的主要问题。第四章和第五章则分 别对影响用户活跃度和二次销售转化率的各项因素进行了详细的分析和 II 讨论。第六章根据第四和第五章的分析结果，给出了改善二次销售的策 略和方法。第七章对全文作了总结，并提出了研究的不足和未来展望。 关键字：二次销售；用户活跃度；用户行为分析；用户回访；微信 III THE RESEARCH ON SECONDARY SALES OF ONLINE ENGLISH COURSES OF E COMPANY ABSTRACT The new era of Internet and knowledge economy makes people have a new understanding of learning, and the demand for continuing education and lifelong learning is constantly increasing. The development of mobile Internet has also provided a good opportunity for the rapid growth of the online education. This thesis aims to use secondary sales as another way to grow the revenue of online English training business. By studying the data related to secondary sales in E company's online English training business, it identifies problems and provides improvement strategy, which leads to a growth of second sales by improved user experience. This article combines user experience, marketing, secondary sales and other related theories, analyzes the secondary sales of E company online English training business by user portraits, user behavior analysis, user survey analysis, data correlation analysis, control experiments and other methods, and then comes to the improvement strategy and implementation plans. By reconstructing the secondary sales process and introduce WeChat service account as a new service platform and traffic portal, it can increase the basis of secondary sales by improving user activity, as well as improving the conversion rate of secondary sales by optimizing the sales promotions and incentives, and therefore increasing overall secondary sales revenue. Chapter one is the introduction, mainly introduces the research background, purpose and method, and leads to the main research content. IV Chapter two is a theoretical review, mainly introducing the relevant theoretical basis and literature materials involved. Chapter three introduces E company and its business, and puts forward the main problems of the second sales of E company's online English training business. Chapter four and Chapter five analyze and discuss the factors affecting the user activity and the secondary sales conversion rate. Chapter six gives the strategies and methods to improve the secondary sales based on the analysis results of the fourth and fifth chapters. Chapter seven summarizes the full text and puts forward the research shortcomings and future prospects. KEY WORDS: Secondary Sales; User Activity; User Behavior Analysis; User Survey; WeChat V 目 录 第一章 绪 论 .................................................................... 1 1.1 研究背景 ................................................................ 1 1.1.1在线教育的形成和发展 .............................................. 1 1.1.2 中国在线教育行业的现状............................................ 2 1.2 研究目的 ................................................................ 2 1.3 研究思路及基本结构 ...................................................... 3 第二章 相关理论和研究方法........................................................ 5 2.1 流量、转化率和客单价 .................................................... 5 2.1.1 流量 ............................................................. 5 2.1.2 转化率 ........................................................... 5 2.1.3 客单价 ........................................................... 6 2.2 二次销售相关概念 ........................................................ 6 2.2.1 转介绍 ........................................................... 6 2.2.2 复购率 ........................................................... 7 2.3 用户活跃度和用户行为分析相关概念 ........................................ 7 2.3.1 用户活跃度 ....................................................... 7 2.3.2 用户画像 ......................................................... 7 2.3.3 用户行为分析 ..................................................... 8 2.4 研究方法 ................................................................ 8 第三章 E公司在线英语培训业务现状与二次销售面临的问题 ........................... 10 3.1 E公司在线英语培训业务现状 .............................................. 10 3.1.1 E公司背景介绍 ................................................... 10 3.1.2 E公司中国区业务介绍 ............................................. 11 3.1.3 E公司组织架构介绍 ............................................... 13 3.1.4 E公司在线英语培训业务现状 ....................................... 14 3.2 E公司在线英语培训业务面临的问题 ........................................ 15 3.2.1 用户使用率和活跃度低............................................. 16 3.2.2 二次销售转化率低 ................................................ 18 VI 3.3 本章小结 ............................................................... 20 第四章 用户活跃度影响因素分析.................................................. 21 4.1 用户特征对用户活跃度的影响 ............................................. 21 4.1.1 用户画像 ........................................................ 21 4.1.2 用户特征对用户活跃度的影响 ....................................... 25 4.2 用户满意度对用户活跃度的影响 ........................................... 26 4.2.1 用户回访流程 .................................................... 26 4.2.2 用户回访结果分析 ................................................ 28 4.2.3 用户满意度对用户活跃度的影响 ..................................... 32 4.3 服务流程对用户活跃度的影响 ............................................. 33 4.3.1 用户课程使用行为分析............................................. 33 4.3.2 服务顾问跟进频率和时间节点对用户活跃度的影响 ..................... 36 4.4 本章小结 ............................................................... 39 第五章 二次销售转化率影响因素分析.............................................. 40 5.1用户转介绍影响因素分析 .................................................. 41 5.1.1 用户转介绍影响因素的数据分析 ..................................... 41 5.1.2 不同促销活动对用户转介绍转化率的影响分析 ......................... 44 5.2 用户到期复购影响因素分析 ............................................... 47 5.2.1 用户到期复购影响因素的数据分析 ................................... 47 5.2.2 不同促销活动对用户转介绍转化率的影响分析 ......................... 52 5.3 本章小结 ............................................................... 54 第六章 二次销售改进策略 ....................................................... 55 6.1 提升用户活跃度和持续使用率 ............................................. 55 6.1.1 改进服务顾问学习指导服务 ......................................... 55 6.1.2 根据用户满意度调查结果完善在线课程用户体验 ....................... 58 6.2 提升转介绍比例和用户复购率 ............................................. 59 6.2.1 转介绍流程改进和奖励活动设计 ..................................... 59 6.2.2 复购流程改进和促销设计...........................................