PAGE \* MERGEFORMAT2互联网教育平台品牌传播策略探析—— 以“粉笔网课”为例 Research on the Brand Communication Strategy of Internet Education Platform——Taking 'Fenbi courses' as an ExamplePAGE \* MERGEFORMAT2内容摘要近年来，“互联网+教育”的运营载体和营销模式一直在创新变化，AI 智能、5G 技术等科技的出现推动着我国互联网在线教育平台的快速迈进，不但增加了新的教学途径，也使得互联网线上教育发展成新的教育途径。互联网在线教育平台作为传授知识技术的重要途径，不仅是丰富了更为方便的学习渠道，更是作为平衡不同地区教育资源不均衡的重要平台。在线教育品牌的蓬勃发展，促使互联网在线教育产业出现了激烈竞争的发展态势，其中品牌建设与传播是该产业成员的共同手段之一。而品牌是企业形象的象征，也呈现着企业不断发展获得的成就。互联网技术与新媒体进展迅猛，如何做到了解消费者的偏好和掌握主要影响消费者进行消费的因素以及怎样的品牌传播方式适合互联网在线教育都对企业的进步与发展非常重要。本文通过对“粉笔网课”的自身产品和品牌文化进行分析，并针对其品牌传播策略的广告、公关、促销以及人际传播及发展策略找到问题并提出建议。关键词：在线教育；持续使用意向；自我决定理论PAGE \* MERGEFORMAT2AbstractIn recent years, the operation carrier and marketing mode of "Internet + education" have been innovating and changing. The emergence of AI intelligence, 5G technology and other technologies has promoted the rapid development of China's Internet online education platform, which not only adds new teaching approaches, but also enables the development of Internet online education into a new educational approach. As an important way to impart knowledge and technology, internet online education platform not only enriches more convenient learning channels, but also serves as an important platform to balance the imbalance of educational resources in different regions. With the rapid development of online education brands, the Internet online education industry has developed a development tr...
