摘 要随着信息技术的迅猛发展，线上教育作为学习的辅助手段，所占权重逐年上升，尤其 2020 年受特殊情况的影响，空中课堂瞬间抓住大家的眼球，在各行各业均受影响的今天，线上教育独树一帜，迅速发展，这一切对于线上教育机构既是机遇也是挑战。盈利性质的在线教育平台近水楼台先得月，抢先发展起来，却依旧面临客户流失问题。我们的研究主要以学而思网校为研究对象，通过对线上教育的特点、优劣势和现行的营销策略进行分析，指出行业目前面临的客户保留问题，目的在于提升其在行业的核心竞争力。通过对学而思网校的用户采用不记名问卷调查的方式，了解到用户的心理需求普遍在价格、师资、品牌等方面。我们将从加强师资品牌入手提出营销方案。关键词：线上教育，客户保留，品牌营销AbstractWith the rapid development of information technology.Online education, as an auxiliary means of learning, takes up more and more weight year by year. In particular, in 2020, affected by special circumstances, the classroom in the air caught everyone's attention instantly. In today's era when all walks of life are affected, online education is unique and develops rapidly.The profitable online education platform has won the first place and developed first, but it still faces the problem of customer loss.Our research mainly focuses on the online school of learning and thinking. By analyzing the characteristics, advantages and disadvantages of online education and the current marketing strategies, we point out the customer retention problems the industry is currently facing, with the purpose of enhancing its core competitiveness in the industry.Through the anonymous questionnaire survey of the users of learning and thinking network school, we know that the psychological needs of users are generally in the price, teachers, brand and other aspects. We will start with the strengthening of teacher brand marketing plan.Key words: Online education, Customer rete...
