新东方网络课堂（四川省）营销策划
摘要
本论文笔者查阅了大量的参考资料，通过对国内英语培训、相关培训公司的经营现状及网络教育环境的市场调查分析，结合新东方教育在线面临的市场环境，综合运用MBA的相关理论及知识对新东方网络课堂营销渠道进行了研究和探讨，发现营销渠道的建立是新东方网络课堂营销的关键，提出了新东方网络课堂进入目标市场的一系列具有实际指导意义的有关营销战略,提出了系统的营销战略模式，尤其是在其产品定位、营销渠道及服务上的差异化表现特色做出了较全面的阐述。并运用数学模型的方式研究了市场发展的需求和市场占有率，为新东方网络课堂的营销发展提供了值得借鉴的理论依据。
本论文具有实用性、可操作性强，内容丰富翔实，理论联系实际的特点。笔者在研究了目前培训市场的战略环境的基础上，结合自己在培训市场多年的实践和由新东方学校授权负责新东方四川地区网络课堂营销总代理的经历，为新东方网络课堂营销提出了一个系统的、操作性强的商业计划书，并已在四川省的市场实践中取得了初步的成功。
In this thesis, a sequence of viable and guiding marketing strategies for New-Oriental net-class cracking Sichuan market are submitted through incorporating market environment confronted with New-Oriental teach-on-line into analysis on domestic English-teaching market and investigation on net-education environment, along with applying synthetically for the first time theories and knowledge relating to MBA to the study on distribution channels of card. Marketing-strategy patterns are designed, product orientation, channels and features displayed in service differentiation are particularly expounded. Mathematics model is also applied to study the demand for market development and market share. Therefore a theoretic basis is ready for the development of marketing net-class.
Having consulted many reference materials and analyzed training industry, marketing traits and current management situation of domestic training companies, I discover that the establishment of distribution channels is the key to net class of New Orient. This thesis is characterized by viability, great operability, rich details and integrating theory with practice. I further study the present strategic environment of training market.
Combining my years' practical experience with authorized responsibility by New Orient School for its online education in Sichuan Province, I offer net class of New-Oriental a systematic and greatly-operable business prospectus, which has been successfully implemented in Sichuan.
本论文具有实用性、可操作性强，内容丰富翔实，理论联系实际的特点。笔者在研究了目前培训市场的战略环境的基础上，结合自己在培训市场多年的实践和由新东方学校授权负责新东方四川地区网络课堂营销总代理的经历，为新东方网络课堂营销提出了一个系统的、操作性强的商业计划书，并已在四川省的市场实践中取得了初步的成功。
In this thesis, a sequence of viable and guiding marketing strategies for New-Oriental net-class cracking Sichuan market are submitted through incorporating market environment confronted with New-Oriental teach-on-line into analysis on domestic English-teaching market and investigation on net-education environment, along with applying synthetically for the first time theories and knowledge relating to MBA to the study on distribution channels of card. Marketing-strategy patterns are designed, product orientation, channels and features displayed in service differentiation are particularly expounded. Mathematics model is also applied to study the demand for market development and market share. Therefore a theoretic basis is ready for the development of marketing net-class.
Having consulted many reference materials and analyzed training industry, marketing traits and current management situation of domestic training companies, I discover that the establishment of distribution channels is the key to net class of New Orient. This thesis is characterized by viability, great operability, rich details and integrating theory with practice. I further study the present strategic environment of training market.
Combining my years' practical experience with authorized responsibility by New Orient School for its online education in Sichuan Province, I offer net class of New-Oriental a systematic and greatly-operable business prospectus, which has been successfully implemented in Sichuan.
引文
[1] 杨文士、张雁主编，管理学原理，中国人民大学出版社；
[2] [美]彼得·圣吉，，第五项修炼——学习型组织的艺术与实务， 1995，上海三联书店；
[3] （丹）（Kunde,J.），公司精神，云南大学出版社2002-1
[4] [美]帕特里克·沙利文，价值驱动的智力资本， 2002，华夏出版社；
[5] 中国项目管理研究委员会，中国项目管理知识体系与国际项目管理专业资质认证标准，2001，机械工业出版社；
[6]牛海鹏等编著，销售通路管理，企业管理出版社，1998、5
[7] [加]杰姆·G·巴诺斯著，客户关系管理成功奥秘——感知客户，机械工业出版社；
[8] (美)迈克尔，波特著，竞争战略，三联书店，1998；
[9] Donald J。Bower-sox: MC GI-aw-Hill，Strategic Marketing Channel Management， 1992
[10] 刘利兰著，市场调查与预测，经济科学出版社；
[11] Pride and Fewell Marketing: Basis Concepts and Decisions Houghton Miflin
Company 3rd Edition
[12] 胡玉立等，市场预测与管理决策，中国人民大学出版社；
[13] Marketing channels (Fiah Edition)/louis Western，Adel L El-AIIsary，Amet Coughlan Copyright 。1996by Prentice Hall，Inc。
[14] （Ralph W.Jackson）；（robert D.Hisrich）销售管理， 中国人民大学出版社 2001-5
[15] (英)柰杰尔·斯莱克（第3版），运作管理，云南大学出版社2002-9
[16] 邹树彬著，分销渠道管理，广东经济出版社，2000、9
[17] 丁立言，物流管理，清华大学出版社
[18] (台湾)许长田著，市场策划，外企管理出版社，1998、5
[19] 高新技术产品营销策略， (美)摩尔著，钱跃、张帆译，未来咫风:中
国城市出版社，1999
[20] Richard Stutely著，罗晓睿译，成功商务计划， 2001，云南大学出版社；
[2] [美]彼得·圣吉，，第五项修炼——学习型组织的艺术与实务， 1995，上海三联书店；
[3] （丹）（Kunde,J.），公司精神，云南大学出版社2002-1
[4] [美]帕特里克·沙利文，价值驱动的智力资本， 2002，华夏出版社；
[5] 中国项目管理研究委员会，中国项目管理知识体系与国际项目管理专业资质认证标准，2001，机械工业出版社；
[6]牛海鹏等编著，销售通路管理，企业管理出版社，1998、5
[7] [加]杰姆·G·巴诺斯著，客户关系管理成功奥秘——感知客户，机械工业出版社；
[8] (美)迈克尔，波特著，竞争战略，三联书店，1998；
[9] Donald J。Bower-sox: MC GI-aw-Hill，Strategic Marketing Channel Management， 1992
[10] 刘利兰著，市场调查与预测，经济科学出版社；
[11] Pride and Fewell Marketing: Basis Concepts and Decisions Houghton Miflin
Company 3rd Edition
[12] 胡玉立等，市场预测与管理决策，中国人民大学出版社；
[13] Marketing channels (Fiah Edition)/louis Western，Adel L El-AIIsary，Amet Coughlan Copyright 。1996by Prentice Hall，Inc。
[14] （Ralph W.Jackson）；（robert D.Hisrich）销售管理， 中国人民大学出版社 2001-5
[15] (英)柰杰尔·斯莱克（第3版），运作管理，云南大学出版社2002-9
[16] 邹树彬著，分销渠道管理，广东经济出版社，2000、9
[17] 丁立言，物流管理，清华大学出版社
[18] (台湾)许长田著，市场策划，外企管理出版社，1998、5
[19] 高新技术产品营销策略， (美)摩尔著，钱跃、张帆译，未来咫风:中
国城市出版社，1999
[20] Richard Stutely著，罗晓睿译，成功商务计划， 2001，云南大学出版社；