论文总字数：31064字

摘 要

随着科技不断发展，K12在线教育平台日益增多。目前，K12在线教育平台已经拥有一定量的中小学用户。但是如何提高客户的满意度是K12在线教育平台迫切需要解决的问题。本文基于客户满意度视角，对K12在线教育平台运营策略进行系统研究。

首先，对国内外K12教育的研究现状进行了梳理，并对国内K12在线教育平台产品进行了分类。进而，从客户满意度视角，将客户满意度分为平台设计、学习产品功能、服务质量、课程针对性、教师满意度、学生学习态度等几个方面，对中小学生使用K12在线教育网站的情况进行了问卷调查。分析结果表明：客户对现有的K12在线平台使用体验并不是非常满意，存在平台产品功能不够完善、平台的师资力量无法保证、学生的自主学习能力不强等问题。最后，基于统计分析的结果，指出了K-12在线教育网站运营面临的问题，并对K12在线教育平台运营策略提出了改进建议。即提高在线教育平台的使用效率，提高用户体验，增加用户粘性。

关键词：K12在线教育平台 运营策略 客户满意度

Analysis on the operation strategy of K12 online education platform based on customer satisfaction

ABSTRACT

Along with the continuous development of science and technology, K12 online education platform is increasing at present. K12 online education platform has many users. However, how to improve customer satisfaction is an urgent problem to be solved for K12 online education platform. Based on the perspective of customer satisfaction, this paper systematically studied the operation strategy of K12 online education platform.

Firstly, the research status of K12 education at home and abroad was sorted out, and the products of K12 online education platform in China are classified. Furthermore, from the perspective of customer satisfaction, customer satisfaction is divided into several aspects, such as platform design, learning product function, service quality, curriculum pertinence, teacher satisfaction, student learning attitude, etc. And a questionnaire survey is conducted on the situation of primary and middle school students using K12 online education website. The analysis results show that customers are not satisfied with the current K12 online platform. There are some problems such as the inadequate functions of the platform products , The faculty of the platform cannot be guaranteed and the inability of the teachers to guarantee the students' independent learning ability. Finally, based on the results of statistical analysis, it points out the problems faced by the operation of k-12 online education websites. At the same time, some suggestions are put forward to improve the operation strategy of K12 online education platform. That is to improve the use efficiency of online education platform, improve user experience and increase user stickiness.

Key Words: K12 online education platform; Operational strategy; Customer satisfaction

目录

摘 要 I

ABSTRACT II

第一章 导论 1

1.1研究背景 1

1.2选题意义 1

1.3 相关概念 1

1.3.1 K12在线教育 1

1.3.2 运营策略 2

1.4文献综述 3

1.5论文研究方法及路线 6

第二章 K12在线教育平台现状 8

2.1 K12在线教育的需求分析 8

2.2 K12在线教育平台的产品分类 8

2.2.1 答疑类 9

2.2.2 工具类 9

2.2.3 家教类 9

2.2.4 辅导类 10

2.2.5 题库类 10

第三章 K12在线教育平台运营模式 11

3.1运营情况 11

3.1.1 运营现状 11

3.1.2消费者和市场现状 11

3.1.3 授课模式 12

3.2 K12在线教育营销策略 12

3.2.1 价格策略 12

3.2.2 品牌策略 12

3.2.3 口碑策略 13

3.3 盈利模式 13

3.3.1内容收费 13

3.3.2 平台佣金 13

3.3.3 软件收费 14

第四章 K12在线教育平台的客户满意度调查 15

4.1调查问卷设计、发放与回收 15

4.2调查问卷分析 15

4.2.1 样本描述性统计分析 15

4.2.2信度分析 18

4.3 K12在线教育平台客户满意度因素分析 18

4.3.1 平台硬件设计 19

4.3.2 信息资源 21

4.3.3 学习能动性 23

4.3.4 使用感知 25

4.4 K12在线教育平台运营面临的问题分析 29

4.4.1 线上线下业务冲突，授课效率低 29

4.4.2 忽略个性化需求 29

4.4.3 缺乏技术支持 30

4.4.4 系统化学习与自主学习的冲突 30

4.5 分析总结 30

第五章 对K12在线教育平台运营的相关建议 32

5.1线上线下结合发展 32

5.2实现精准服务的内容运营 32

5.3 优化在线教育平台 32

5.4创建良好的学习氛围 33

5.4.1 设立学习社区 33

5.4.2 建立学习动力激励机制 33

第六章 总结与展望 34

6.1 总结 34

6.2 展望 34

参考文献 35

附录 38

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