科大讯飞股份有限公司教育产品营销策略研究 随着国内教育信息化行业进入了快速发展期，教育信息化项目的数量不断 攀升，越来越多的竞争者涌入国内智慧教育市场。教育信息化发展已经由1.0时 代的投影仪、电子书包等电子信息化产品，迈入到2.0时代的人工智能以及大数 据技术在教育市场中广泛应用。在互联网技术催生教育生态环境变革的过程中， 把握时代先机制定合理的市场营销策略，已经成为了各大企业想要在日趋激烈 的教育市场中占据优势的突破口。在百度、腾讯、阿里巴巴为代表的头部互联 网公司纷纷挤进教育市场的今天，以科大讯飞为代表的老牌人工智能企业如何 突破重围在教育信息化行业占据一席之地的研究有其独特的意义。 本文的目的在于通过对国内目前教育信息化市场的分析及对科大讯飞内外 部环境的分析，通过7Ps营销理论展开分析，以科大讯飞智慧教育产品为研究对 象展开市场营销策略的研究。分析了科大讯飞公司主要的智慧教育产品现状以 及资源能力，并与竞品公司进行比较。通过SWOT分析法等分析了科大讯飞教育 产品目前在市场营销过程中面临的挑战与机遇，从市场细分、市场定位和目标 市场选择方面展开论述，提出了科大讯飞智慧教育产品的市场营销组合策略。 本文首先介绍了选题背景和研究的目的与意义，之后对国内外关于企业营 销策略的理论研究及国内对于教育信息化的最新研究进行了综述。经过对科大 讯飞所处的宏观环境、行业竞争环境及内部资源能力的分析，本文认为发展教 育信息化是科大讯飞发展的一大机遇和挑战，其开展教育信息化的优势在于其 多年的校企合作的业务积累、出色的资金能力、人力资源能力和管理能力；劣 势在于宣传推广能力弱、核心人才流失等。最后综合科大讯飞竞争的优势、劣 势、机会及威胁，基于7Ps理论，以产品、价格、渠道及沟通反馈为切入点，对 营销组合策略进行分析。 科大讯飞必须从人员、财物、企业文化等多个角度着手调整，通过团队建 设、企业文化完善、完善成本管理体系、提高运营能力等一系列保障措施来确 保营销策略实施。本文期望通过确定科大讯飞教育信息化营销策略的过程，对 国内的教育信息化行业发展进行合理的分析，并对其它从事同行业的公司起到 借鉴作用。 关键词： 教育信息化，智慧教育产品，营销策略，教育市场 ABSTRACT Research on Marketing Strategies for Education Products of IFLYTEK Company With the rapid development of domestic education information industry, the number of education information projects is increasing, and more and more competitors enter the domestic smart education market. The development of educational informatization has gone from projector, E-Book Package and other electronic information products in the 1.0 era to artificial intelligence and big data technology in the 2.0 era, which are widely used in the education market now. In the process of Internet technology promoting the transformation of education ecological environment, grasping the opportunity of the times to formulate a reasonable marketing strategy has become a breakthrough for major enterprises to occupy an advantage in the increasingly fierce education market. Today, the head Internet companies represented by Baidu, Tencent and Alibaba are crowding into the education market. The research on how to break through the encirclement and occupy a place in the education information industry for the old AI enterprises represented by IFLYTEK has its unique significance. The purpose of this paper is to study the marketing strategy of IFLYTEK smart education products through the analysis of the current domestic education information market and the internal and external environment of IFLYTEK, through the analysis of 7PS marketing theory. This paper analyzes the status quo of IFLYTEK's main intelligent education products and resource capabilities, and compares them with competitive companies. This paper analyzes the challenges and opportunities of IFLYTEK's educational products in the marketing process through SWOT analysis, discusses the market segmentation, market positioning and target market selection, and puts forward the marketing mix strategy of IFLYTEK's intelligent educational products. This paper first introduces the background of the topic and the purpose and significance of the research, and then summarizes the theoretical research on enterprise marketing strategy at home and abroad and the latest research on educational informatization at home. Based on the analysis of IFLYTEK's macro environment, industry competition environment and internal resource capability, this paper holds that the development of educational informatization is an opportunity and challenge for IFLYTEK's development. The advantages of developing educational informatization lie in its business accumulation, excellent capital capability, human resource capability and management capability of school enterprise cooperation for many years, and the disadvantages lie in its promotion capability weak, core brain drain, etc. Finally, based on the 7Ps theory and the advantages, disadvantages, opportunities and threats of IFLYTEK's competition, this paper analyzes the marketing mix strategy from the perspectives of product, price, channel and communication feedback. IFLYTEK must adjust from personnel, property, corporate culture and other perspectives, and ensure the implementation of marketing strategy through a series of safeguard measures such as team building, corporate culture improvement, cost management system improvement, and operational capacity improvement. This paper expects to make a reasonable analysis of the development of domestic education information industry through the process of determining IFLYTEK's education information marketing strategy and play a reference role for other companies engaged in the same industry.