【作者】 张力；

【导师】 马祖军；

【作者基本信息】 西南交通大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 近年来,我国教育经费投入逐年增长,教育信息化和远程教育均处于快速发展时期,推动了我国智慧教育市场规模不断扩大。随着人工智能、大数据、人脸识别等新一代信息技术的飞速发展,新技术对教育领域不断渗透,教育信息化政策的密集出台,推动着我国教育信息化水平进一步提升。突如其来的新冠肺炎疫情及移动互联网技术带来了远程学习需求的爆发,远程教育遇到了飞速发展的良机。各大互联网科技企业看到了智慧教育市场的商机,纷纷加入智慧教育行列。ZS公司抓住机会,利用自身技术优势开展了多维智慧家校业务。ZS公司已提出相对成熟的基于多维智慧家校的解决方案,充分的融合多种新技术,通过高效的数据信息共享,构建起全面、有效、及时的校园信息化方案,能够满足不同部门、学校用户等对信息化的需求。通过对ZS公司多维智慧家校项目现状的分析,提出了其在营销方面存在的问题。面对激烈的市场竞争,对于ZS公司多维智慧家校项目而言,如何根据现有的市场状况选择恰当的营销策略是非常重要的。本文选择ZS公司多维智慧家校项目的营销策略作为研究核心。作者希望结合所学MBA相关知识,通过对智慧家校产品的国内外研究现状进行回顾,并对论文中用到的市场营销相关策略进行阐述,主要包括PEST分析法、五力模型分析法、SWOT分析法、4Ps营销策略等,目的是想用理论来解决实际的问题。之后,利用PEST、五力模型对ZS公司营销环境进行分析,介绍了ZS公司多维智慧家校项目现状及营销存在的问题。在以上分析基础上,利用STP分析工具,对ZS公司多维智慧家校项目进行市场划分、目标市场选择以及市场定位,利用4Ps营销组合策略给出基于科学理论和实际现实的营销策略改进建议。作者在对ZS公司多维智慧家校项目提出市场营销策略研究和改进建议的同时,也试图对我国的智慧家校行业的发展规划研究提供参考。更多还原

【Abstract】 In recent years,our country’s education funding has increased year by year,and education informatization and distance education are both in a period of rapid development,which has promoted the continuous expansion of our country’s smart education market.With the rapid development of new-generation information technologies such as artificial intelligence,big data,and face recognition,new technologies continue to penetrate the field of education,and the intensive introduction of education informatization policies has promoted the further improvement of the level of education informatization in our country.The sudden new crown pneumonia epidemic and mobile Internet technology have brought an explosion of demand for distance learning,and distance education has encountered a good opportunity for rapid development.Major Internet technology companies have seen business opportunities in the smart education market and have joined the ranks of smart education.ZS company seized the opportunity to use its own technological advantages to develop multi-dimensional smart family-school business.ZS company has proposed a relatively mature solution based on multi-dimensional smart home and school,fully integrating a variety of new technologies,and building a comprehensive,effective and timely campus informatization program through efficient data and information sharing,which can meet the needs of different departments and schools.The needs of users for informatization.Through the analysis of the status quo of the ZS company’s multi-dimensional smart family-school project,the problems in its marketing are put forward.In the face of fierce market competition,how to choose an appropriate marketing strategy based on the current market conditions is very important for the ZS company’s multi-dimensional smart family-school project.This article chooses the marketing strategy of ZS company’s multi-dimensional wisdom family-school project as the research core.The author hopes to combine the relevant knowledge of the MBA,review the current domestic and foreign research status of smart home and school products,and elaborate on the marketing-related strategies used in the thesis,including PEST analysis,five forces model analysis,and SWOT Analysis,4Ps marketing strategy,etc.,the purpose is to use theory to solve practical problems.After that,using the PEST and the Five Forces model to analyze the marketing environment of ZS Company,it introduced the status quo of ZS Company’s multi-dimensional smart familyschool project and the problems in marketing.On the basis of the above analysis,using STP analysis tools,the ZS company’s multi-dimensional smart family-school project is divided into markets,target market selection and market positioning,and 4Ps marketing strategy is used to give marketing strategy improvement suggestions based on scientific theory and actual reality.The author,while providing marketing strategy research and improvement suggestions for the ZS company’s multi-dimensional wisdom family-school project,also tried to provide reference for the development planning research of our country’s wisdom family-school industry.更多还原