北京A教育集团O2O营销模式改进研究.pdfVIP

摘 要 移动互联网、大数据的迅速发展产生了 O2O(OnlineToOffline)电商模式，也让人际交往更加趋 于信息化。人工智能、信息化更拓宽了教育培训手段。尤其是教育和互联网从商业模式、业务形式、 营销推广、到运营模式诸多方面怎样实现有机融合，已成为当前研究和探究的重点。 目前教育行业在互联网教育上面临的共性问题体现在：无法很好地实现线上线下的有机融合。 北京 A 教育集团同样也面临线上线下的融合度不足，导致业务流程线上线下融合度不足、营销推广 也存在线上线下不能整合、运营效能不高，出现了业务形态杂乱、营销成本过高、学生培训成本居 高不下，顾客购买欲望下滑等问题。这在一定程度上增加了企业的经营成本、也影响了管理优化和 收益提高。 本文以O2O 模式在该企业的有效应用作为切入点，在对北京 A 教育集团进行 SWOT 分析的基 础上，针对企业当下面临的产品和营销方面出现的问题，运用成熟的 O2O 电商模式，提出了基于 O2O模式的营销改进方案，通过在总部建立 AI 智能学习系统+名师教学基地和地方学习中心，实施 线上 AI 智能检测+名师授课 + 线下教学管理师辅助教学的 O2O 学习模式，有效地解决学生培训成 本居高不下，机构名师资源短缺和线下面授成本过高的问题；通过重构业务形态，优化营销推广方 式、升级教学设计，优化客户体验，整合线上线下资源，从而实现学生和机构均达到降本增效，有 效地提升企业核心竞争力，为公司长期可持续发展奠定基础。 关键字：O2O；营销模式；人工智能 I Abstract With the rapid development of mobile Internet and big data, O2O (online to offline) e-commerce mode has emerged, which also makes interpersonal communication more information-based. Artificial intelligence and informatization broaden the means of education and training. In particular, how to realize the organic integration of education and Internet from business model, business form, marketing and promotion tooperation modelhasbecomethe focusofcurrentresearch andexploration. At present,the common problems facedby the education industry in Internet education are as follows: it isunable to realize the organic integration of online and offline.Beijing a education group also facesthe lack of online and offline integration, which leads to the lack of online and offline integration of business processes,the lack of online and offline integration ofmarketing promotion,the low operational efficiency, the emergence of business form confusion, high marketing cost, high cost of student training, and the decline of customer purchase desire. To a certain extent, it increases the operating cost of the enterprise, andalso affectstheoptimization ofmanageme