整合营销理念下教育培训企业全渠道营销策略研究

Research on Whole Channel Marketing Strategy of Education and Training Enterprises underIntegrated Marketing Concept

随着互联网技术的快速发展,线上教育已经成为一种重要的教育培训渠道,而面对教育培训这个广阔的市场,各种教育机构展开激烈的营销竞争,整合营销理念已经成为教育培训企业营销的一个重要战略方向。本文从整合营销理论出发,分析了整合营销的特点以及当前教育培训企业在整合营销下面临的困境,最后提出了整合营销理念下教育培训企业全渠道营销策略,希望能够对教育培训企业扩宽营销渠道起到一定的帮助。

With the rapid development of Internet technology,online education has become an important channel of education and training.In the face of the vast market of education and training,various educational institutions have launched fierce marketing competition,and integrated marketing concept has become an important strategic direction of education and training enterprise marketing.Starting from the theory of integrated marketing,this paper analyzes the characteristics of integrated marketing and the difficulties faced by the current education and training enterprises under the integrated marketing,and finally puts forward the omni channel marketing strategy of education and training enterprises under the concept of integrated marketing,hoping to help the education and training enterprises broaden their marketing channels.