基于4R理论对“K12线上教育”营销策略的研究——以作业帮为例

A Study on the Marketing Strategies of “K12 Online Education” Based on the 4R Theory—A Case Study of Zuoyebang

摘要: “K12线上教育”近年来发展迅猛，但一直存在问题。本文以作业帮为例，运用4R营销理论研究该行业的营销策略，寻找其问题所在，并根据理论提出优化策略，尝试为行业健康发展寻找正确方向。研究表明，K12线上教育行业要让营销策略以学习服务为中心、以教育服务为基石。降低行业的功利性、淡化营销色彩、专注教育本身、与用户互利共赢，是K12线上教育行业健康发展的必由之路。

Abstract: “K12 Online Education” has developed rapidly in recent years, but there have been problems. Taking the Zuoyebang as an example, this article uses 4R marketing theory to study the marketing strategy of the industry, finds its problems, and proposes optimization strategies based on theory, and tries to find the correct direction for the healthy development of the industry. Studies have shown that K12 online education industry should allow marketing strategies to focus on learning services and educational services as the cornerstone. Reducing the utilitarianity of the industry, diluting marketing colors, focusing on education itself, and mutual benefit with users is the only way for the healthy development of the K12 online education industry.