摘
要
随着就业压力的增大，特别是新冠肺炎疫情以来，越来越多的青年人意识到稳定工
作的重要性，于是公务员这个职业越来越成为广大青年眼中的香饽饽。公务员考试热的
同时，推动了公务员教育培训行业的快速发展，社会资本注资设立的公务员培训机构数
量大幅增加。中公教育、华图教育、粉笔教育、HG教育等公务员教育培训企业也将带
来激烈的竞争市场。培训机构如何在“互联网+教育”行业的市场中占据有利的市场份
额，对于企业的未来走向起到了关键作用。另外伴随着 5G网络的成熟，在线视频的兴
起，电商和新零售时代的到来，新营销渠道的更迭都对传统的教育培训机构带来了机遇
和挑战。
本文以 HG教育为实证案例，研究教育机构在市场营销方面的规划和部署情况，理
清市场营销的基本模式与方法，探讨其中存在的问题。本文运用问卷调查法、实例分析
法和文献研究法等多种方法，结合 SWOT分析对 HG教育进行研究分析，发掘其在市场
营销方面存在的问题与不足，找出各种的解决方法，提出一些建设性的指导意见，助力
其进一步提高市场营销质量，壮大发展实力。通过研究与分析得出：HG教育在市场营
销推广方面采用的方式较少、营销模式过于单一，线上营销渠道的开发力度非常有限，
大部分营销活动主要以线下渠道为主，尤其在新教育产品研发设计方面对客户需求不够
重视，市场营销目标难以实现。但 HG教育推出的教育产品具有一定的市场竞争优势，
在当前的市场环境中具有诸多发展机会。鉴于此，本文基于 HG教育公司的综合特点，
以解决市场营销问题、提高公司市场营销效能为出发点，提出了一套完善的全渠道市场
营销策略，以期能够助力 HG公司构建从线上到线下，从线下到线上的完美闭环，进一
步完善公司营销策略，为同行业教育机构优化市场营销机制提供有益的借鉴与参考。
关键词：培训行业；在线教育；全渠道；营销策略
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HG教育全渠道营销策略研究
Abstract
With the increase of employment pressure, especially since COVID-19, more and more
young people realize the importance of stable work, the occupation of civil servants has
become more and more popular among young people. At the same time, For civil servants the
rapid development of the third party training industry plays an important role. Zhonggong
education, Huatu education, Fenbi education, HG education and other civil service education
and training enterprises will also bring fierce competition in the market. How to train the
institutions to occupy a favorable market share in the market of Internet plus education has
played a key role in the future development of enterprises. In addition, with the maturity of 5g
network, the rise of online video, the arrival of e-commerce and new retail era, and the change
of new marketing channels, all have brought opportunities and challenges to traditional
education and training institutions.
This paper takes HG education as an example to study its marketing deployment all over
the country, so as to understand the problems existing in HG education's marketing strategy
deployment. In this paper, the use of questionnaire survey, case analysis and literature review
and other methods, combining SWOT analysis, this paper analyzes HG education. Through
the analysis of the problem, put forward the corresponding countermeasures, help to improve
its marketing ability, formulate efficient marketing strategy. Through research and analysis:
HG education in the marketing process of promotion is relatively single, mainly focus on
offline publicity, online marketing effect is not very ideal. There are some problems in the
course product design, such as the lag of customer demand. And find out some objective and
subjective reasons that HG education enterprises are facing. We also see the development
opportunities and internal advantages of enterprises. According to the characteristics of HG
education, we have helped the company to formulate a more comprehensive omni channel
marketing strategy which is conducive to the development of the company. We have achieved
a perfect closed loop from online to offline, from offline to online, and further improved the
company's marketing strategy. For the sustainable development of HG education enterprises
and the existing civil service training institutions or enterprises planning to enter the training
and education to provide a certain experience basis. Hope that in the marketing strategy
method can give HG education and related education and training industry has certain help
and inspiration, provide the corresponding marketing theory and practical basis.
Key Words: training industry; online education; omni channel; marketing strategy
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目录
目录
1绪论...............................................................................................................................1
1.1选题背景与意义................................................................................................1
1.1.1研究背景.................................................................................................1
1.1.2研究意义.................................................................................................1
1.2国内外研究现状................................................................................................2
1.2.1国外研究现状.........................................................................................2
1.2.2国内研究现状.........................................................................................2
1.2.3文献述评.................................................................................................5
1.3研究内容与方法................................................................................................5
1.3.1研究内容.................................................................................................5
1.3.2研究方法.................................................................................................6
2相关理论概述...............................................................................................................7
2.1基本概念............................................................................................................7
2.1.1在线教育概念.........................................................................................7
2.1.2全渠道营销概念.....................................................................................7
2.2营销理论............................................................................................................7
2.2.1 STP理论.................................................................................................7
2.2.2 4I理论.................................................................................................... 8
2.3 SWOT分析理论............................................................................................. 10
3 HG教育全渠道营销环境分析..................................................................................11
3.1 HG教育优势分析...........................................................................................11
3.2 HG教育劣势分析...........................................................................................11
3.3 HG教育机会分析...........................................................................................12
3.4 HG教育威胁分析...........................................................................................15
4 HG教育全渠道营销现状分析及存在问题..............................................................17
4.1 HG教育项目概况...........................................................................................17
4.1.1 HG教育简介........................................................................................17
4.1.2 HG教育项目介绍................................................................................17
4.2 HG教育全渠道营销现状分析.......................................................................17
4.2.1 HG教育营销市场现状........................................................................17
4.2.2 HG教育营销客户需求分析.......................