摘要
教育信息化建设从 1.0到2.0，标志着我国教育信息化完成从重点关注量变向
重点关注质变转变，为在线教育的发展提供了坚实的软硬件技术服务。在 K12
在线教育需求与日俱增的情况下，K12在线教育行业依然存在课程产品核心竞争
力不强，互动性差，获客成本极高等问题。
本文以好未来的营销策略作为切入点，对该公司在线教育的市场定位及营
销现状展开分析，运用 SWOT分析法，理清了 K12在线教育行业面临的市场机
遇、威胁及其自身的优势和劣势；在一般性分析的基础上，结合好未来现行的
营销策略中存在的问题，对整个 K12在线教育行业的营销策略中存在的问题进
行研究，运用 4P理论有针对性地提出优化方案。希望本文的得出的结论能用以
指导 K12在线教育行业在信息化教育时代找准定位，继续发力。同时也为该行
业其他教育机构的营销策略制定提供一定的参考和借鉴，帮助 K12在线教育企
业赢得竞争优势，立足于市场需求解决用户痛点。
关键词：K12在线教育；营销策略；好未来；优化；4P理论
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Abstract
the transformation from 1.0 to 2.0 in the construction of educational
informationization indicates that China's educational informationization has
completed the transformation from focusing on quantitative change to focusing on
qualitative change, which provides solid hardware and software technology services
for the development of online education. In the case of increasing demand for K12
online education, K12 online education industry still has problems such as weak core
competitiveness of course products, poor interaction and extremely high customer
acquisition cost.
This paper takes the marketing strategy of Good Future as the entry point,
analyzes the market positioning and marketing status quo of the company's online
education, and uses the SWOT analysis method to clarify the market opportunities,
threats and its own strengths and weaknesses facing the K12 online education
industry. On the basis of general analysis, combined with the existing problems in the
future marketing strategy, this paper studies the existing problems in the marketing
strategy of the entire K12 online education industry, and uses 4P theory to put
forward a targeted optimization plan. I hope the conclusions of this paper can be used
to guide the K12 online education industry to find the correct position and continue to
make efforts in the era of information education. At the same time, it also provides
some reference and reference for the marketing strategy formulation of other
educational institutions in the industry, and helps K12 online education enterprises to
win competitive advantages and solve user pain points based on market demand.
Key words： K12 online education;Marketing strategy;TAL;Optimization;4p
theory
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目录
摘要................................................................................................................................I
ABSTRACT.................................................................................................................II
第一章绪
论......................................................................................................... 1
第一节研究背景和意义.....................................................................................1
一、研究背景............................................................................................ 1
二、研究意义............................................................................................ 2
第二节文献概述.................................................................................................3
第三节研究思路.................................................................................................4
第四节研究方法.................................................................................................5
第二章相关概念和理论综述................................................................................... 6
第一节教育信息技术 2.0的含义......................................................................6
第二节 K12在线教育的含义.............................................................................6
第三节营销战略相关理论.................................................................................7
一、 PEST分析法......................................................................................7
二、 STP理论.............................................................................................8
三、 4P营销理论..................................................................................... 10
第三章 K12在线教育营销现状分析.....................................................................12
第一节 K12在线教育营销环境分析...............................................................12
一、行业发展环境分析............................................................................ 12
二、经济环境分析.................................................................................... 13
三、社会环境分析.................................................................................... 14
四、技术环境分析...................................................................................... 15
第二节从行业特点分析 K12在线教育的营销策略......................................17
一、市场规模大，营销策略发挥空间大................................................ 17
二、区域化分布不均匀，中小型机构营销策略更多样........................ 18
三、客户选消分离可针对女性群体加大广告投放力度........................ 19
四、打造客户口碑营销策略，强化客户延续性.................................... 19
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。。。以下略