论文总字数：20661字

摘 要

互联网的发展在很多方面改变了人们的生活方式，依托于互联网的网络教育为人们提供了一种更加便利、快捷的学习渠道。如今网络教育行业变得欣欣向荣，甚至许多传统线下教育培训机构也展开了线上教育方面的服务探索，竞争日益激烈。拥有高度忠诚的客户的企业在激烈的市场竞争中能够占据优势。

为了了解粉笔APP用户品牌忠诚度的影响因素，总结出相应的提升用户品牌忠诚度的营销策略，为网络教育企业在激烈的市场环境中提供可行的提升品牌忠诚的理论指导，本文以网络教育的领头羊企业——粉笔APP为例，运用案例分析法、文献分析法和问卷调查法进行研究。

本文首先根据过去学者对顾客品牌忠诚度的各角度研究，总结出适用于网络教育行业的品牌忠诚度影响因素，其次深入分析粉笔APP的产品特性，分析粉笔APP的现状与问题，然后根据问卷调查的结果，粉笔APP的用户基本情况和品牌忠诚的现状，结合前文的理论分析，从产品角度和服务角度，总结出粉笔APP用户的品牌忠诚度提升策略。

经过研究，本文认为，为了提高用户的品牌忠诚度，粉笔APP首先应该从设备条件方面入手，完善直播技术，提升同时接待用户的容量。其次改变明星产品的教学灵活性，丰富非明星产品的课程和题库。在授课服务方面，应该提高授课内容的针对性，提高授课老师的说服力。最后，利用品牌社区增设榜单，提升用户学习的积极性和自律性，同时增加积分系统，提升用户的转换成本。

本文研究的创新性之一在于网络教育行业。不同的专家学者分别针对虚拟市场、服务市场、品牌社区等角度进行了各具特色的顾客忠诚、顾客满意、顾客价值相关研究研究,。但是缺乏针对网络教育这一新兴行业个性化的研究，而网络教育行业由于其产品的特殊性，并不能完全套用传统的品牌忠诚理论。

创新点之二在于对粉笔APP的针对性研究。本文以我国网络教育行业的领军者“粉笔APP”为切入点，针对性研究网络教育行业的顾客忠诚度的影响因素，并提出针对“粉笔APP”的个性化提升品牌忠诚的营销策略的建议。

关键词：粉笔APP；网络教育；品牌忠诚度

Abstract

The development of the Internet has changed people's lifestyles in many ways. Network education relying on the Internet has provided people with a more convenient and fast learning channel. Nowadays, the online education industry has become prosperous, and many traditional offline education and training institutions have also started to explore services in online education, and the competition is becoming increasingly fierce. Enterprises with highly loyal customers can take advantage in the fierce market competition.

In order to understand the influencing factors of chalk APP user brand loyalty, and to sum up the corresponding marketing strategies to enhance user brand loyalty, to provide online education companies with a theoretical guide to enhance user loyalty in a fierce market environment The leading enterprise-Chalk APP is used as an example, and the case analysis method, literature analysis method and questionnaire survey method are used for research.

This article firstly summarizes the influencing factors of brand loyalty applicable to the online education industry based on past scholars ’research on customer brand loyalty. Secondly, it deeply analyzes the product characteristics of the chalk app, analyzes the current status and problems of the chalk app, and then based on the questionnaire As a result, the basic situation of Chalk APP users and the status of user loyalty, combined with the previous theoretical analysis, summarizes the brand loyalty promotion strategy of Chalk APP users from the perspective of products and services.

After research, this article believes that in order to improve the user's brand loyalty, the chalk app should first start with the device conditions, improve the live broadcast technology, and increase the capacity to receive users at the same time. Secondly, change the teaching flexibility of star products and enrich the courses and question banks of non-star products. In terms of teaching services, we should improve the pertinence of the teaching content and improve the persuasion of the teachers. Finally, the brand community is used to increase the list to enhance the user's enthusiasm and self-discipline, while adding a point system to increase the user's conversion costs.

One of the innovations studied in this article lies in the online education industry. Different experts and scholars have carried out researches on customer loyalty, customer satisfaction, and customer value in terms of virtual market, service market, and brand community. However, there is a lack of personalized research on the emerging industry of online education, and the online education industry cannot fully apply the traditional brand loyalty theory due to the particularity of its products.

The second point of innovation lies in the targeted research on chalk APP. This article takes “Chalk APP”, a leader in China ’s online education industry as an entry point, to study the influencing factors of customer loyalty in the online education industry, and puts forward a personalized marketing strategy for “Chalk APP” to improve user loyalty.

Keywords: Chalk APP; online education; brand loyalty

目 录

摘要 I

Abstract II

第1章 绪论 1

1.1.研究目的及意义 1

1.1.1研究目的 1

1.1.2研究意义 1

1.2研究内容和方法 2

1.2.1基本研究内容 2

1.2.2基本研究方法 2

第2章 国内外研究综述 3

2.1品牌忠诚度的主要理论 3

2.2品牌忠诚度的影响因素模型介绍 3

2.3网络教育行业的品牌忠诚度研究 5

2.3.1网络教育的定义及特征 5

2.3.2网络教育的分类 6

2.3.3网络教育行业品牌忠诚度的影响因素 6

第3章 粉笔APP用户的品牌忠诚管理研究 8

3.1粉笔APP产品特性介绍 8

3.1.1服务内容丰富多样 8

3.1.2课程种类一超多强 9

3.1.3 APP服务复杂全面 9

3.2粉笔APP的现状与问题分析 10

3.2.1基本现状 10

3.2.2服务问题 11

3.2.3课程问题 11

第4章 粉笔APP用户品牌忠诚度的现状调查 12

4.1调查问卷设计 12

4.2问卷调查实施 12

4.2.1问卷发放方式 12

4.2.2问卷发放渠道 12

4.3调查结果与分析 13

第5章 提升粉笔APP用户品牌忠诚度的策略 17

5.1产品策略 17

5.1.2 设备条件升级 17

5.1.3 产品内容提升 17

5.2服务策略 18

5.2.1课程服务提升 18

5.2.2课外服务提升 18

第6章 结论与建议 20

6.1总结和建议 20

6.2研究局限性 20

参考文献 21

致 谢 22

第1章 绪论

1.1.研究目的及意义

1.1.1研究目的

在2020年1月网络教育APP用户规模及增长幅度TOP10榜单中，粉笔APP独占鳌头，活跃用户高达327万，活跃用户同比增幅高达70.41%。

张小龙，北京粉笔蓝天科技有限公司的CEO，曾经是另一家网络教育机构“华图在线”的讲师。而曾经的龙头企业“华图在线”APP在该榜单中只名列第七，与粉笔APP早已不可同日而语。

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