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...