满堂彩

千龙智库发布在线教育品牌价值影响力传播报告

2019-05-10 14:39:34 来源:满堂彩_满堂彩官网-老品牌最信誉

满堂彩5yue9ri,qianlongzhikushoucifabuzaixianjiaoyuxingyepinpaijiazhiyingxianglichuanbobaogao”。

qianlongzhikushiqianlongwangquanlidazaodexinxingwangluozhiku,2017nian9yueruxuanshoupi14jiashoudougaoduanzhikushidiandanwei,chengweishoudougaoduanzhikushidiandanweizhongdeweiyimeitizhiku。qianlongzhikuyongyouyipijiaochaxuekebeijingjifengfuyuqingyanjiujingyandeyanjiurencai,yongyoudashujuyuqingxinxijishujiancepingtai,tuichuwangluoyishixingtai、zhengwuyuqing、xingyeyuqing、qiyeyuqingdengduogezhikuchanpin,weidangzhengjigoujiqishiyedanweidengtigongzhuanxiangzhikumantangcai。

qianlongzhikuqiyepinpaijiazhiyingxianglichuanbobaogao,yipinpaijiazhipingjia“wuyaosu”lilunweizhicheng,yiqianlongzhikudashujuquanmeitiyuqingxinxijishujiancepingtaiweiyituo,tongguochuanbo、jiazhi、koubeidengyuqingweidu,zonghepingjiagexingyepinpaijiazhiyingxianglichuanboqingkuang。

满堂彩baogaoshoucitongguotongyidebiaozhunpingjiatixi,tichugenjubutongxingyeshuxingjianlijingxihuapinpaijiazhiyingxianglipingjiabiaozhun。weixiaofeizhelejiepinpaijiazhiyijipaixingbangbeihoudeshangyeluoji,weiqiyerenzhizhongguozizhupinpaimianlindewenti、jiyu、tiaozhanhequshi,tigongquanxinshijiao。weilaijiangdingqifabu。

首都在线教育行业品牌价值影响力传播报告 

满堂彩qianlongzhikuyiquanmeitiyuqingxinxijishujiancepingtaiweiyituo,yibeijingshi238jiaxuekeleixiaowaixianshangpeixunjigouweiyanjiumubiao,yi2019nian5yue1ri-2020nian4yue30riweishijianjiedian,yiqianlongzhikuxingyepinpaijiazhiyingxianglichuanbopingjiatixiweicanzhao,yunyongdashujushouduanjingxihuafenxixianshangjiaoyuxingye,xingchengshoudouzaixianjiaoyuxingyepinpaijiazhiyingxianglipaixingbang,weiqiyezhidingpinpaizhanlvetigongjueceyiju。

一、首都在线教育行业品牌价值影响力排行榜 

biao1: shoudouzaixianjiaoyuxingyepinpaijiazhiyingxianglipaixingbangtop20()

shuoming: benbangdanyituoqianlongzhikuquanmeitiyuqingxinxijishupingtaizhuaqudaode2019nian5yue1ri-2020nian4yue30ridequanmeitipingtaishuju,zonghefenxijingneimeitijijingwaizhongwenmeitichuanboqingkuang、zimeitipingtaichuanbojihudongqingkuang、getousupingtaiwangminsuqiu,bingjiehezhiliang、mantangcai、jishuchuangxin、youxingzichan、wuxingzichandengyaosuchuanboqingkuang,tongguoquanzhongpipei,zonghejisuanchuxingyepinpaijiazhiyingxianglizhishubingzuopaiming。

满堂彩congqiyezongfenpaixinglaikan,xiaochuanchuhai、yuanlijiaoyuhexueersijiaoyuzonghedefenjiaogao,weilieqiansanwei。damikejihexindongfangxunchengzaipinpaichuanbo、jiazhiyingxiangfangmianbiaoxianchuse,danshouleiyukoubeipingjia,zonghefenzhiladi,weiliediqihedibawei。zhengtilaikan,jiezhuhulianwangjishuchuangxinjiaoxuefangshidejiaofuleipinpaixingyejiazhiyingxianglichaofan,yichuantongjiaoxuefudaoweizhudelaopaijiaoyujigouyingxianglishaoxianpiruan,erkaishengwenhua、zhangzekeji、xingengyuankejidengcezhongsuzhijiaoyupeixundepinpaiyingxianglizhengzaituxian。

二、新东方传播影响力大,领跑在线教育企业 

满堂彩zaipinpaichuanbofangmian,zhanjuguoneiwaichuanboyingxianglitop10doushiyeneizhimingde“toubuqiye”。qizhong,xindongfangweijubangshou,pinpaichuanboyingxiangliyaoyaolingxian,kaishengwenhuahexueersijiaoyujinjuqihou,yingxianglirengchudiyitidui。yanjiurenwei,qiyeshili、xianxiaxianshangyetai、chanpinzhongleiduoshao,doushiyingxiangpinpaichuanboxiaoguodezhijieyinsu。

 

 

1: 首都在线教育机构国内外传播影响力排行榜Top10() 

rulaopaijiaoyupinpaixindongfang,tongshiyongyouxianxia、xianshangjiaoyupeixunyetai,pingjieyouzhidejiaoyujingyanheshenhoudeziyuanjilei,zaidaxue、k12、jigoudengpeixunlingyubiaoxianliangyan,chuanboyingxiangliyaoyaolingxianyuqitazaixianjiaoyujigou。zaiyonghudiyushang,xindongfangtongyangbiaoxianchucai,weiraok12zaixianzhibolingyu,jiezhudongfangyoubopingtai,bujinxiyinledaliangyixianchengshiyonghudeqinglai,yeshenshousansixianchengshiyonghudehuanying。

满堂彩paimingdisandexueersijiaoyu,chuyongyouxianxiapeixunziyuanwai,qixia“xueersiwangxiao”“mobiwangxiao”“vipx”“xueersizaixian”dengduogechanpin,dingweibutong,shouzhongfenbuguangfan,qiezaiyiqingqijianmianfeitigongkechengziyuanhejishuzhichi,shoudaomeitiyuyulunhaoping,pinpaixingxiangshenrurenxin,chuanboredugaoqi。

ciwai,youzhewangluomeitiyuanyuandezaixianjiaoyujigouxuanchuanxiaoguoyebusu,ruwangyiyoudao,yijiyoubaidufenchaiyewuchenglidexiaochuanchuhai。

三、在线教育机构问题频发,行业痛点掣肘品牌发展 

jinliangnianzaixianjiaoyuxingyefazhanxunmeng,yiqingqijianzai“tingkebutingxue”zhengcedaidongxia,zaixianjiaoyugengshiyijuntuqi。qianlongzhikujiancexianshi,suizhezaixianjiaoyushengwen,kechengzhiliangliangyoubuqi、tuifeinan、bawangtiaokuan、huokechengbengao、qiyekuisun、youdaoxiaofei、peixundaipianjudengwentipinfa,puguangyuyulunshiyezhong。

问题一: 教师资质状况堪忧,课程质量良莠不齐。师资是在线教育品牌的核心竞争力,但目前行业整体师资状况堪忧。自2019年5月以来,新东方、学而思教育、大米科技、网易有道、猿力教育、大生知行、三好互动、小船出海等多家机构爆出“线上教师无证上岗”“师资信息公示不全”“外教资质无法查询”等问题。如2019年7月《证券日报》爆出大生知行旗下51Talk师资问题,报道称有用户反馈无法在平台上查询到外教教学资质。对此,51Talk客服也表示无法提供对应外教的TESOL证书信息及材料。

问题二: 退费乱象丛生,品牌满堂彩受质疑。满堂彩退费问题一直是培训机构的痛点。自2019年5月以来,先后出现多起退费提现难、故意克扣退费、拖延退费操作、故意截流学生资金等事件。这其中不乏实力雄厚的行业龙头品牌,如新东方、学而思教育均因退费套路多,被网民打上“店大欺客”的标签,受到舆论质疑。2020年4月,大米科技旗下VIPKID今年4月因单方面更改赠课规则,造成消费者变相损失上千元,被界面新闻曝光。

问题三: 获客成本高居不下,企业亏损难盈利。满堂彩在线教育平台获客成本高企,纯线上类平台的获客成本远高于传统教育机构。据第一财经2019年7月报道,暑期众多在线教育机构在生源争夺上投入巨额的广告营销费用,仅学而思教育、猿力教育旗下猿辅导、小船出海旗下作业帮,三巨头平均每天的广告费用约1000万元。高获客成本、低转换率,再加上在线教育公司盈利周期长,需要持续投入,导致目前在线教育企业大多处于烧钱阶段。近一年内,新东方、学而思教育、大米科技等企业接连爆出业绩亏损、管理层动荡或裁员问题。

问题四: 诱导消费丑闻不断,营销模式遭诟病。2019年5月,未来网报道称猿辅导捆绑《最强大脑》被指误导家长,广告涉嫌违法;2020年3月,人民日报《民生周刊》曝光新东方在线被指课程与宣传不符,涉嫌虚假营销;2019年5月以来,达内教育借招聘之名欺诈招生、为学员贷款数万元被中国网、界面新闻、中国质量万里行等媒体多次曝光,培训贷骗局丑闻不断;自如小船出海旗下作业帮也因广告频繁、重复卖课、骚扰用户,被网民投诉不断。

四、疫情带动在线教育进入快车道,接连遭遇“翻车”“崩台”多重尴尬 

满堂彩2020nianchu,xinguanyiqingdeliuxingrangzaixianjiaoyuxingyedafangyicai,xiangguanqiyehuoyuedu、sousuoliangmingxianshangsheng。yibaidusousuozhishuweili,2019nian5yue-2020nian4yueqijian,“zaixianjiaoyu”guanjiancizaibaidupcduanheyidongduandesousuopinci,zaiyiqingqianchengxianpingwentaishi,1yue26riqi,sousuozhishuyilubiaosheng,wangminduizaixianjiaoyuguanzhudumingxianzenggao。zaiquanguodazhongxiaoxueyanchikaixuedexianshihuanjingxia,zaixianjiaoyuchengwei“gangxu”。

 

图2: “在线教育”关键词百度搜素指数() 

满堂彩raner,zaixianjiaoyuyejielianzaoyu“fanche”shijian。2yue7ri,“wangketaiqifurenle”shangleresou!weibohuati#wangketaiqifurenle#yinfa4.6yiwangminweiguanyuedu,19.1wantiaopingluntucao,“tainanle,gezhongtufazhuangkuangdouyou”“xiwangkaixuehouzhongtoushangyibian”“congzaoliudiandaowanshidianbanyizhizaishangwangke,yantengtoutengbunengxiexi”。zi2yue8rizhi3yue10ri,yulunchangjielianchuxianzaixianjiaoyupingtai“wangbeng”xinxi,kadun、shantui、diaoxiandengwentipinpinshangyan,xuexitong、zhidao、zhongguodaxuemooc、yuanfudao、renminzhiyun、tengxunketangdengwuyixingmian。

yeneizhuanjiabiaoshi,dangqiandezaixianjiaoyuhaitingliuzaibijiaoqiancengdejingzhengjieduan,zaixianjiaoyuqiyeguanzhudezhongdianyingdangzaiyuchanpinhemantangcai。damochanpinhemantangcai,zonghetishengxuexitiyan,yiqingguohouzheixie“neigong”caishizaixianjiaoyuqiyefazhandegenbenfangxiang。

五、在线教育活跃度、搜索量飙升,退款等负面口碑亟待解决 

 

图3: 在线教育品牌网络投诉信息词云图 

shuli2019nian5yuezhi2020nian4yueqijian,xinlangqixiaxiaofeizhemantangcaipingtai“heimaotousu”、renminwanglingdaoliuyanban、xinlangweibodengwangluopingtaizhong,bufaduizaixianjiaoyupinpaidepipinghuotousu。tousuneirongfangmian,yufufeituikuanchengweixiaofeizhetousujiaoduodewenti。ru2020nian2yue,youxueyuanjubaoxindongfangzaixian“tuikuannan”xianxiang。gaixueyuanzaigoumaikechenghoufaxiangaikechengyusuokaodekaoshifanweibuyizhishenqingtuikuan,kefuyaoqiukouchu1084.61yuanfeiyong。ciwai,xiaofeizhezhenduibawangtiaokuan、xujiaxuanchuanleitousuliangyejiaogao。jiancexianshi,dashengzhixingqixia51talk、daneishidai、damikejiqixiavipkid、xindongfang、yuanlijiaoyuqixiayuanfudao、lingyutangqixiaruisiyingyudengpinpaidouchengweixiaofeizhetousudezhuyaoduixiang。

六、疫情期间在线教育机构主动践行社会责任,助推品牌无形价值有形化 

 

图4: 疫情期间在线教育机构社会责任感传播热度() 

满堂彩yiqingqijian,zaixianjiaoyujigouzhudongjianxingqiyeshehuizeren,tongguomianfeitigongjiaoyuziyuan、juankuanjuanwu、tigongjiuyegangweidengfangshijijisuzaopinpaishengyu,zhanxianqiyeqiangdadeyingduinenglihefazhanxinxin,weiqiyechuangzaolejudadewuxingzichan。

beijingyuanlijiaoyudeyuanfudao、beijingxueersijiaoyudexueersiwangxiao、xindongfang、xiaochuanchuhaijiaoyudezuoyebang、zhangzekejidehetaobiancheng、beijingdamikejidevipkiddengduojiazaixianjiaoyujigoubiaoxiantuchu,gongtongxiangying“tingkebutingxue”,xianhoujuanzengkechengxiangquanguozhongxiaoxuemianfeitigong,cushipinpaiguanzhuduherenzhidujinyibujiashen。

zaihuanjiejiuyefangmian,xindongfangzaixianqidong“wujiechuzhaopin”,zhaopinshuliangdaguimofanfan,zhaopinfanweihediquhangaiduolingyu、duodiqu。juankuanjuanwufangmian,xindongfang、yuanfudao、beijinglingyutangjiaoyuderuisi、vipkiddengkangkaijienangchiyuanhubei,xindongfangjiaoyukejijituanxianghubeishenghongshizihuijuankuan2000wanyuan、yuanfudaozaixianjiaoyuxiangwuhanjuankuan1000wanyuan、ruisijiaoyuxiangzhongguohongshizijijinhuijuanzengrenminbi100wanyuan,chuandaleqiyeqiangdadejingjishili。

满堂彩yanjiurenwei,xianshangjiaoyujigouzaiyiqingqijiantixianshehuizerengandetongshi,yecushipinpairenzhizaixiaofeizhetounaozhongyexingchengyizhongwuxingdeshibieqi,xindongfang、yuanfudao、xueersiwangxiao、zuoyebangdengyoushipinpaiyigaomeiyudu、gaoqiangdu、gaochongjilidexinxiyindaoxiaofeizhejiangzhuyilijizhongzaipinpaichanpinshang,duicujinpinpaiwuxingjiazhideyouxinghuachanshengzhongyaozuoyong。

七、融资、技术涌向在线教育,教育OMO模式大势所趋 

满堂彩zaixianjiaoyujigouderongziqingkuanghechuangxinshangyemoshichengweiqiyepinpaijiazhizuiyaoyandesuozai。hetaobiancheng、yuanfudao、vipkid、huohuasiwei、zuoyehezi、kaishujianggushidengduojiajigouxianhouhuodebutongliangjidezibenzhichi,aliyetuichu“bangbangda”dezaixianjiaoyufufeiwendapingtai,“dingding”zouchuguomenqiangshidaruriben,zijietiaodonggaodiaoxuanbujinjunzaixianjiaoyu,jingdongfangzechenglizhucezibenda5500wanyuandejiaoyukejiquanzizigongsi。chongyudezibencuishuzhezaixianjiaoyu,yerangzibenyupinpaijiazhideguanxiyuelaiyuejinmi,ru2020nian3yue31ri,yuanfudaoxuanbuxinjinwanchenglexinyilun10yimeiyuanderongzi,gongsidetouhouguzhidadao78yimeiyuan,fanchaoquniansanjiduyuzhibingliedezuoyebang,yuanfudaopinpaijiazhisuizhitisheng。

jishuchuangxin,shiqiyepinpaifazhandezhongyaoqudongliliang。suizherengongzhinengyudashujuyingyongdefazhan,jiaoyuyukejishenduronghe,shiqudongzaixianjiaoyuchaoxianggexinghua、duoyuanhuaqushifazhandehexinguanjian。xindongfang、51talk、zuoyehezi、vipkid、huohuasiweidengweidaibiaodezaixianjiaoyujigoutansuojiyuaidechuangxinjiaoxuemoshi,zhonggoujiaoxueliucheng,shixianjingzhunjiaoxue;yizuoyebang、yuanfudao、haoweilaiweidaibiaodeqiyezebujupaizhaojietimoshi,tongguozaixianfudao、zaixiantikuhezuoyedayi,tigongzhinenghuadexuexitiyan;xindongfangzaixiank12xueduan、xueersiwangxiao、gaosihaokedengweidaibiaodejigou,xiangjituichudijiazhiboke,zhongsuhulianwangxuexifangshi;yihetaobiancheng、daneijiaoyuweidaibiaodebianchengkechengtongguoluboke,xiangxueyuantigonggengweilinghuodexuexitiyan。zhidezhuyideshi,hetaobianchenghexueersiruxuan“hulianwangnvhuang”mali·mikeerfabude《2019nianhulianwangqushibaogao》zhongguojiaoyufazhananli。baogaozhichu,zhongguojiaoyuchuangxinzhengzaicongxianxiamanyandaoxianshang,yihetaobianchengweidaibiaodebianchengkecheng,shizaixianjiaoyulingyudezhongyaochuangxin。haoweilaidexueersizecaiyong“zhibojiaoxue+kehoufudao”shuangshijiaoxuemoshi,shoukelaoshizhiboshouke,fudaolaoshigenzongxueyuanxuexi,tuidongjiaoxuemoshichuangxinshixiankuayueshifazhan。

满堂彩2020nianyiqingqijian,xianxiajiaoyudezantinghezaixianjiaoyudebuwanmei,zhutuijiaoyuomomoshijiasushirukuaichedao。xindongfang、haoweilaizantingxianxiabanke,chengnuoanzhao“yuanbanxing、yuanlaoshi、yuankecheng”deyuanze,jiangxianxiayewutongbupingyizhixianshang,jiangdilexueyuantuifeifengxian。jingruijiaoyutuichu“jingruizaixian”,chuangzaoleduanduan7tianshijianbaxianxiadeshushiwanzaidushengpingyizhixianshangdeqiji。xianshanghexianxiaxiangrongdejiaoyuomochuangxinmoshidashisuoqu,chengweishouhuqiyeliyi、kaituoshichangdeliqi。

作者: 编辑: 震宁

zhongyangxinwenwangzhan  zhuanzhuqingshaonianlingyu

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