【作者】 高涵；

【导师】 楼旭东；

【作者基本信息】 大连理工大学 ， 新闻传播学， 2020， 硕士

【摘要】 互联网教育自2015年以来日益成为弥补乡村教育短板、促进教育公平的有力手段。但随着时间推移,互联网教育行业“独角兽”众多、“龙头”缺少,负面新闻层出等问题渐渐突显,老牌互联网教育企业“沪江”就是其中具有代表性的案例。当前行业内赛道优化趋势明显,互联网教育企业须进行品牌传播策略上的优化,才能紧跟时代不掉队。品牌传播是以利益为驱动,由企业主导,通过多种传播手段,整合地、长期地对受众传播企业品牌中各种内涵,最终追求品牌资产增值的过程。时刻进行品牌传播策略的优化,能够扭转品牌生命进程,帮助品牌永葆青春。为此,本研究以5W模式为思想指导,结合品牌学知识,从定位策略、内容营销策略、整合营销策略三大方面详细分析了“沪江”的品牌传播现状。同时,结合使用与满足理论与传播效果理论,设计、发布了270份调查问卷,测量了品牌认知度、满意度、偏好度具体如何,并且探索了不同用户在传播渠道、品牌接触、偏好因素等方面的差异性,具象化了“沪江”的品牌传播效果。在掌握了“沪江”品牌传播策略现状与效果的基础上,归纳出了“沪江”品牌传播策略现存的问题:从企业层面来看,由于品牌定位与用户需求之间存在偏差,品牌理念与员工认识之间存在着差距,导致了品牌不够强势;在内容营销方面疏忽了用户的需要,延伸性与互动性不够,导致营销策略脱离了群众;在渠道方面存在着宣传方式粗放、折价促销频繁等问题,渠道使用事倍功半;受众方面则存在着对受众差异性把握不够的问题。本文最后以小见大,从四方面为互联网教育类企业进行了品牌传播策略上的优化。从企业自身的角度来说,需要强化品牌定位,抓住教育类品牌“学习”的本质,制定出具体可行的指导理念,凝聚成团结强大的品牌形象。从品牌传播的内容策略方面来说,为确保产品品质,应该谨慎延伸产品线广度,致力于拓展产品线深度,研发概念明星产品;同时细分、沉淀社群用户,促进用户分享内容,提高内容运营的效率。从品牌传播的渠道方面来说,应选用恰当的方法,进行精准的内容传播;谨慎选择促销的方式,重视口碑的积累;不断探索整合运营新媒体的策略,让创新永不停歇。最后,还需要时刻关注受众群体的变化,及时通过科学方法加以调查,并分众化地制定品牌传播策略。更多还原

【Abstract】 Since 2015,Internet education has increasingly become a powerful means to make up for the shortcomings of rural education and promote educational equity.However,as time goes by,the Internet education industry has many "Unicorns",lack of "Leaders",and the emergence of negative news gradually.The old Internet education company "Hujiang" is one of the representative cases.At present,there is a clear trend of track optimization in the industry.Internet education companies must optimize their brand communication strategies to keep up with the times and stay behind.Brand communication is a process of profit-driven,enterprise-led,integrated and long-term dissemination of various connotations of the corporate brand to the audience through a variety of communication methods,and ultimately the pursuit of brand equity appreciation.Constantly optimizing the brand communication strategy can reverse the course of the brand’s life and help the brand maintain its youth forever.To this end,this research uses the 5W model as the ideological guidance,combined with brand knowledge,and analyzes the status of "Hujiang" brand communication in detail from three aspects: positioning strategy,content marketing strategy,and integrated marketing strategy.At the same time,combining the theory of use and satisfaction with the theory of communication effects,270 questionnaires were designed and released to measure brand awareness,satisfaction,and preference,and explored the communication channels,brand contact,and preference factors of different users.The differences in other aspects have concretized the brand communication effect of "Hujiang".On the basis of grasping the status and effects of the "Hujiang" brand communication strategy,the existing problems of the "Hujiang" brand communication strategy are summarized: From the corporate level,due to the deviation between brand positioning and user needs,the brand concept There is a gap between the awareness of employees and the brand,which has caused the brand to be not strong enough;in content marketing,the needs of users are neglected,and the extension and interaction are not enough,resulting in the marketing strategy being separated from the masses;in terms of channels,there are extensive publicity methods and discount promotions Frequent and other issues,channel use gets twice the result with half the effort;on the audience side,there is a problem of insufficient understanding of audience differences.At the end of this article,from the small to the big,it optimizes the brand communication strategy for Internet education enterprises from four aspects.From the perspective of the enterprise itself,it is necessary to strengthen the brand positioning,grasp the essence of "learning" of educational brands,formulate specific and feasible guiding concepts,and condense into a united and powerful brand image.In terms of the content strategy of brand communication,in order to ensure product quality,we should carefully extend the breadth of the product line,devote ourselves to expanding the depth of the product line,and develop conceptual star products;at the same time,it should subdivide and precipitate community users,promote users to share content,and improve content Operational efficiency.In terms of brand communication channels,appropriate methods should be selected for accurate content communication;promotion methods should be carefully selected,and the accumulation of oral spreading should be emphasized;and strategies for integrating and operating new media should be continuously explored,so that innovation will never stop.Finally,it is necessary to always pay attention to the changes of the audience,investigate in time through scientific methods,and formulate brand communication strategies in a focused manner.更多还原