网上课程营销策略分析

网上课程营销策略分析—以掌门一对一为例摘要随着互联网技术的发展，特别是这次新冠疫情的影响，越来越多的教育培训企业把课程搬到网上，各个网上授课平台都在激烈的竞争，但是还有很多平台在使用传统的电话销售模式，这种模式的效果可以说是微乎其微，所以，网上课程急需要找到新的销售模式，解决这个问题。本文基于此以掌门一对一的网上课程营销为例，结合市场营销最新理论和掌门一对一的网上课程实际情况，从产品、结果、促销、渠道四个方面进行了分析，发现存在产品内容缺少多样化、课程价格灵活性不足、促销活动相对较单一、销售渠道存在局限性的问题，并针对性的提出需要丰富网上课程种类、采用多种定价策略、增加课程促销方式和完善课程销售渠道。以期为掌门一对一的网上课程的营销提供参考，促进掌门一对一网上课程更好的发展，为其他互联网教育企业的产品营销提供借鉴。1关键词：掌门一对一；网上课程；市场营销；营销策略2AbstractWith the development of Internet technology， especially the impact of the new crown epidemic ， more and more education and training companies have moved courses to the Internet ， and competition for online course products has become increasingly fierce ， but many companies continue to continue the traditional marketing model. ， Which affects the sales of products， so the marketing model of online course products needs urgent innovation. Based on this， this article takes the one-on-one online course marketing as an example ， combined with the latest marketing theory and the actual situation of the one-on-one online course， analyzed from four aspects： product， result， promotion， and channel The product content lacks diversification ， the course price is not flexible enough ， the promotional activities are relatively single， and the sales channels have limitations. It also pointed out the need to enrich the types of online courses ， adopt multiple pricing strategies， increase course promotion methods and improve courses Sales...