现代远程教育营销渠道管理

发布时间：2018-06-28 14:34

本文选题：现代远程教育 + 营销渠道　；参考：《中南大学》2004年硕士论文

【摘要】：现代远程教育正迅速地在全世界范围内得到普及，它作为一种新兴的教育方式逐渐被人们认识和接受，但由于受经济水平和传统观念的影响，我国的现代远程教育事业仍处于资金不足、人气不旺的窘境。如何运用有效的营销手段来摆脱目前的困境，正是许多现代远程教育机构急需解决的问题。本文从营销渠道管理的角度，，提出了相应的解决办法。本文先分析了现代远程教育所处的营销环境、市场特点和市场发展趋势。再在市场分析和市场细分的基础上，提出了三种可行的现代远程教育营销渠道模式，并从营销渠道的规划与设计、渠道成员的选择、渠道成员的激励与监督以及渠道的绩效评价等方面系统、详细的提出了各模式下如何进行渠道管理。最后，运用此营销渠道管理的方法，解决S网校营销渠道管理的具体问题，进一步验证了本文提出的管理模式具有可行性，并增强了实际运用的可操作性。现代远程教育的营销管理模式既是市场规律的反映，更是教育规律的反映。我国现代远程教育才刚刚起步，与之相适应的教育和营销模式也只是雏形，我们不能形而上学地对待现有的模式，应根据环境和市场的变化，检验、修正和完善它。
[Abstract]:Modern distance education is being popularized rapidly all over the world. It is gradually recognized and accepted by people as a new way of education, but because of the influence of economic level and traditional ideas, The modern distance education of our country is still in the dilemma of insufficient funds and low popularity. How to use effective marketing methods to get rid of the current predicament is the problem that many modern distance education institutions urgently need to solve. This article from the marketing channel management angle, proposed the corresponding solution. This paper first analyzes the marketing environment, market characteristics and market development trend of modern distance education. Then on the basis of market analysis and market segmentation, three feasible marketing channel models of modern distance education are put forward, and from the planning and design of marketing channels, the selection of channel members, The incentive and supervision of channel members as well as the performance evaluation of the channel system, detailed proposed how to carry out the channel management under each mode. Finally, using this marketing channel management method to solve the specific problems of marketing channel management in S network school, further verify the feasibility of the management model proposed in this paper, and enhance the operability of practical application. The marketing management mode of modern distance education is not only the reflection of market law, but also the reflection of educational law. China's modern distance education has just started, and the corresponding education and marketing model is only embryonic, we can not metaphysical approach to the existing model, should be based on the changes of the environment and the market, to test, revise and improve it.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G728

【相似文献】