VIPKID 少儿英语辽南下沉市场的开发策略研究 随着经济技术的不断发展，优质教育资源越发受到人们的追捧。人们对优 质教育资源的需求以及该资源地域分布不均衡问题导致了最近几年在线教育市 场空前繁荣。在线教育平台可以高效快速地将优质教育资源以相对低廉的成本， 带给全中国乃至全球的互联网用户，从而解决优质教育资源分配不均这一难题。 因此，青少儿互联网教育成为了一种新型的产业，在巨大的市场需求下，国内 在线教育拥有了巨大的发展空间。 自 2016 年以来在线少儿英语在当时资本的寒冬中脱颖而出，成为在线教育 欧亿·体育（中国）有限公司中倍数瞩目的细分市常最近，市场上的流量红利逐渐下降，这一欧亿·体育（中国）有限公司随 之而来出现了“规模不经济”这一现象。课程单价高、教学模式无法选择、师 资管理混乱、持续获客能力底下，存量用户无法坚持学习等的诸多问题开始暴 露，许多头部企业依赖于高昂的营销费用。此时的在线少儿英语欧亿·体育（中国）有限公司可以说是 机遇与挑战并存，而如何提高企业盈利水平是欧亿·体育（中国）有限公司中的企业值得共同思考的问 题。 一直专注在线少儿英语领域的 VIPKID，在用户规模、欧亿·体育（中国）有限公司的影响力、品牌 知名度、外教质量、融资等方面具有一定的优势，成为了在线青少儿英语欧亿·体育（中国）有限公司 的“独角兽”。 VIPKID 成立 6 年以来不但一直未能实现盈利，而且亏损情况愈 发严峻。在这种情况下，如何在巩固现有口碑及市场份额的先提下的同时下沉 三四线城市市场，在设计出有高品质的教学效果且能不断产生续费的课程产品 的同时提高用户关系质量，对这于目前的 VIPKID 来说尤为重要。 本文旨在通过对 VIPKID 在辽南地区下沉市场的开发策略研究，首先介绍了 VIPKID 的基本情况，之后描述了 VIPKID 现阶段的发展状况，并分析了 VIPKID 现阶段存在的问题及其原因，而后文章战略管理的相关理论为基础，使用了 PEST 分析了 VIPKID 在国内的政治背景，纵观了最近几年的经济环境，国内与教育相III 关的社会文化，尤其是三四线城市的社会文化，以及 IT 技术方面的发展趋势。 接着使用了 SWOT 分析法，分析了 VIPKID 在线少儿英语所面临的机会与威胁， 并且总结了 VIPKID 内部所具有的优势和劣势，最终选择了 WO 战略，并依此制 定了发展策略的改进方案和保障措施。 在激烈的线上教育市场环境下，VIPKID 应当在保持中高端市场占有率的前 提下，进军下沉市场，根据下沉市场用户的特点，推出满足下沉市场用户经济 条件的“一对四”小班授课模式的产品、开发文创类产品以期提升学生对于学 习的兴趣、升级课程体系，提升“学生与学生”的交互体验以使用户具备一定 的平台转换的人及成本、利用下沉市嘲熟人社会”的特点采劝拼团购课” 策略，进而降低单位获客成本、建立学习社交圈以激发用户的网络效用。以上 策略可以通过提升用户关系质量、加强 IT 技术，提升员工工作能力来进行保障。 本文希望可以通过对 VIPKID 辽南下沉市场的开发策略研究来为 VIPKID 打 破“规模不经济”现象来提供一些想法。 关键词：在线教育 下沉市场 开发策略 青少儿英语I Abstract Research on the Devolopment Strategy of VIPKID Online Children's English in the Sinking Market of Southern Liaoning . With the continuous development of economy and technology, high-quality education resources are more and more popular. People's demand for high-quality education resources and the unbalanced geographical distribution of the resources have led to the unprecedented prosperity of online education market in recent years. Online education platform can efficiently and quickly bring high-quality education resources to Internet users in China and even the world at relatively low cost, so as to solve the problem of uneven distribution of high-quality education resources. Therefore, young children's Internet education has become a new industry. Under the huge market demand, the domestic online education has a huge development space. Since 2016, online children's English has stood out in the cold winter of capital at that time, becoming a multiple attention segmentation market in the online education industry. Recently, the flow dividend in the market has gradually declined, and the phenomenon of "scale diseconomy" has emerged in this industry. Many problems, such as the high unit price of courses, the inability to choose the teaching mode, the confusion of teacher management, the low ability of continuous customer acquisition, and the inability of stock users to persist in learning, began to be exposed. Many leading enterprises rely on high marketing costs. At this time, the online children's English industry can be said to be both opportunities and challenges, and how to improve the level of corporate profitability is an issue worthy of common consideration for enterprises in the industry. VIPKID, which has been focusing on the field of online children's English, has certain advantages in user scale, industry influence, brand awareness, quality of foreign teachers, financing, etc., and has become the "unicorn" of online young children's English industry. Since the establishment of VIPKID, it has not only failed to make profits, but also suffered more and more serious losses. In this case, how toII consolidate the existing word-of-mouth and market share and sink the third and fourth tier city market at the same time, and improve the quality of user relationship while designing a course product with high-quality teaching effect and continuous renewal is particularly important for the current VIPKID. The purpose of this paper is to introduce the basic situation of VIPKID, then describe the current development of VIPKID, and analyze the existing problems and reasons of VIPKID. Then, based on the theory of strategic management, this paper uses pest to analyze the political background of VIPKID in China, and makes a general survey of recent years Economic environment, domestic education related social culture, especially the social culture of the third and fourth tier cities, as well as the development trend of IT technology. Then it uses the SWOT analysis method to analyze the opportunities and threats faced by VIPKID online children's English, and summarizes the advantages and disadvantages of VIPKID, and finally chooses the wo strategy, and according to this, it makes the improvement plan and guarantee measures for the development strategy. According to the research, in the fierce online education market environment, VIPKID should enter the sinking market on the premise of maintaining the market share of the middle and high-end market. According to the characteristics of users in the sinking market, it should launch the "one to four" small class teaching mode products that meet the economic conditions of users in the sinking market, and develop cultural and creative products in order to enhance students' interest in learning and upgrade courses Cheng system, to enhance the interaction experience of "students and students" to enable users to have a certain platform conversion of people and costs, to take advantage of the characteristics of the sinking market "acquaintance society" to adopt the "group buying class" strategy, thereby reducing the cost of unit customer acquisition, and to establish a learning social circle to stimulate users' network utility. The above strategies can be guaranteed by improving the quality of user relationship, strengthening it technology and improving the working ability of employees. This paper hopes to provide some ideas for VIPKID to break the phenomenon of "scale diseconomy" by studying the development strategy of the sinking market inIII southern Liaoning. Key words: Online Education；Sinking Market； Decolopment strategy； Tennager’s EnglishIV 目 录 第 1 章 绪 论 ..........................................1 1.1 研究背景与意义..................................... 1 1.2 研究方法与内容..................................... 2 1.3 文献综述与理论基础................................. 4 第 2 章 VIPKID 发展现状和问题 ...........................11 2.1 公司概况.......................................... 11 2.2 VIPKID 发展现状 ................................... 12 2.3 VIPKID 发展存在的问题和原因 ....................... 16 第 3 章 VIPKID 发展环境分析 .............................18 3.1 VIPKID 的外部环境分析 ............................. 18 3.2 VIPKID 的内部环境分析 ............................. 22 3.3 VIPKID 的 SWOT 分析 ................................ 25 第 4 章 VIPKID 辽南下沉市场的开发策略制定及实施 .........29 4.1 开发策略的目标...................