【作者】 朱皖元；

【导师】 徐炜；

【作者基本信息】 南京工业大学 ， 企业管理， 2005， 硕士

【摘要】 家庭教育信息化离不开网站建设。国家教育部关心下一代工作委员会于2003年9月创立了“中国家庭教育网”,利用现代信息技术、教育技术,发展和加强家庭教育指导工作。笔者直接承担了该网站的建设与开发工作,认识到必须研究网站的发展战略,从而明确发展方向,创造、确立科学的经营管理模式。 本研究运用公司战略理论、远程教育理论、虚拟社区理论和市场细分理论等学科理论作为研究的理论基础、评价依据、选择依据和实施依据。在研究中,笔者研读了大量的文献资料、实地调查考察了多家教育网站,并在研究的不同阶段,根据不同情况,运用文献调研、实地调查、问卷调查等社会调查的方法对网络家庭教育服务市场进行了调查。笔者认为家庭教育服务市场正处于市场开发期。 本文详细地研究了中国家庭教育网用户的行为,分析了各类用户的需求,借鉴市场细分理论,提出并阐述了家庭教育虚拟社区的概念,认为家庭教育虚拟社区可以培育出家庭教育虚拟市场;借鉴实体市场的经营模式,认为中国家庭教育网可以实施虚拟社区市场战略,适应学习化社会中学习型家庭的学习需求,在网络中为用户创造一个诚信、互补、便利的家庭教育服务市场;重视非营利性营销,突出“家庭教育虚拟社区市场”运作模式的公益性质,争取政策支持,鼓励社会捐赠,吸引志愿者参与,倡导社会互助;构建“家庭教育虚拟社区市场”客户共同体,建立利益共享、风险共担的“CtoC”共建共享的家庭教育大平台。 全文共分四章,论文研究的主题可以归纳为三个核心问题,即中国家庭教育网的生存条件与环境、发展战略方向和战略实施保障措施。在分析评价的过程中,采用了管理学上常用的SWOT分析方法。认为SO、ST和WO三种战略组合是中国家庭教育网可以采纳的战略方案,确定了中国家庭教育网的战略定位思路,从而制定出中国家庭教育网的战略方向与目标。在战略实施中,重视职能战略的协调与落实,实施横向整合的核心能力提升战略、用户导向的新产品开发战略、持续发展的人才开发战略、中国家庭教育门户第一站的品牌战略、家庭教育虚拟社区大市场的营销战略等五个战略重点。 本研究的价值在于了解和掌握中国家庭教育网的发展环境和生存条件,指导中国家庭教育网制订周密的发展战略规划,探索新形势下家庭教育信息化的可行路径。笔者认为,今后还要继续研究法律、方针、政策对家庭教育指导工作的规范性要求;研究信息社会教育技术的发展趋势,从而修正和完善中国家庭教育网的发展战略。更多还原

【Abstract】 The family education information cannot leave the website construction. The National Ministry of Education Caring the Next Generation Committee established "the Chinese Family Education Network" website in September, 2003 .Using modern information technology, the educational technique, develop and strengthens the family education instruction work. I have directly undertaken this website construction and the development work, in the practice realized that family education has been hugely demanded by the society, but there is huge disparity between the reality demand and the existing technical and the service of "the Chinese family education network" website; The essential station which in the rely on science and education to rejuvenate the nation, the nationality promotes the strategy highly studies the developmental strategy of "the Chinese family education network" website. The present stage, the cities inhabitant is intense in the family education aspect investment desire, the family education disbursement rises year by year, but the family education product quality good and evil intermingled, lacks the guidance. I think that it is right, for example, studying the developmental strategy of this website, being clear about the development direction, establishing the effective management pattern.This research using the company strategy theory, the distance learning theory, the virtual community theory and the market subdivides discipline theory and so on the theory as the research rationale, the appraisal basis, the choice rests on and implements the basis. In the research, myself read the massive literature material, the on-the-spot investigation inspected many educations website, and in the research different stage, according to the different situation, using social investigation the and so on literature investigation and study, on-the-spot investigation, questionnaire survey method has carried on the investigation to the network home education service market.This article has studied user’s behavior of the China Family-education Network, has analyzed each kind of user’s demand, profits from the market to subdivide the theory, proposed and elaborated the home education hypothesized community’s concept, thought the home education hypothesized community may cultivate the home education hypothesized market, the model entity market management pattern, the China home education network may depend on the hypothesized community superiority hypothesized to hire one each one "the gold" the shop front, creates a goodfaith for the user. Both the development resource and the use resources practical angle embarked from the drive user, proposed "family education virtual community market" pattern and attraction volunteer. The users are not only consumers, are also producers and the marketing. Constructs. Exploration benefit sharing, the risk altogether takes on "C to C" altogether to construct the sharing pattern; Uses the mature channel, the implementation brand strategy, the conformity high quality resources, realizes the multimedia resources communal development.The full text altogether divides 4 chapters, the paper subject research may induce is three cores questions, namely China home education website survival condition and environment, developmental strategy direction and strategic implementation safeguard measure. In in the analysis appraisal foundation, uses the SWOT analysis method "Strength""Weakness""Opportunity" and "Threat", is called SWOT in the management study, is in the management the commonly used one analysis method. Three kind of strategies "SO", "ST" and "WO" combinations are the strategic plans which "the Chinese family education network" website comparison may accept, has determined its strategic localization mentality, thus formulates its strategic direction and the goal, hi the strategic implementation, must take the function strategy the coordination and the realization, must adopt the crosswise conformity the nuclear mental effort to construct the talented person strategy which strategic, the user guidance new product development strategy, continues to develop, to guarantee the superiority the innovation strategy, does greatly makes the strong brand strategy, the virtual community market marketing strategy.This research’s value lies in understanding and grasping the survival requirement and the environment of "the Chinese family education network" website, instructing thorough developmental strategy plan, exploring the home education information feasible way under the new situation. The article finally pointed out that, must revise and consummate the China home education website the developmental strategy, but also must continue to study national the education law, the policy, to family education instruction work standard request; we must study the development tendency of educational technique in the information society.更多还原