I 摘要 伴随着互联网与新零售等商业模式的日渐兴起，大数据技术在市场商业活动 中的深入使用，国内教育产品市场与从业机构面临着新的机遇与巨大挑战。以传 统 C 端线下销售为主导的教育产业营销手段已经逐渐脱节，失效的获客方式，盲 目的营销预算设计与投放是很多传统教育机构企业经营面临的艰难处境。因此， 结合当今新兴商业模式的崛起，如何实现教育机构营销战略优化是整个教育培训 市场的共同课题，也成为市场营销战略研究的热门领域。 本论文以 H 国际教育集团为研究标的，结合精准营销理论实践与大数据技术 分析工具，对 H 国际教育集团的 K12 英语培训产品市场的营销战略优化问题进行 研究。首先，本文对当前教育市场的国内外现状进行了系统阐述，提出了利用精 准营销理论对于如何优化 H 国际教育集团营销战略的研究思路。其次，利用教育 产业第三方数据库与机器学习方法对 H 国际教育集团营销策略现状的产品客户定 位、品牌市场定位、营销策略定位和组织制度文化四大维度进行全面剖析。再次， 充分利用大数据平台工具与机器学习算法(k-means)等技术手段的结合，创新性地 提出了 K12 教育产业的基于渠道客户画像识别的高端渠道精准营销模型。这一套 营销理论，工具方法与组织架构管理制度设计与落地执行经验，成功地帮助 H 国 际集团建立了新的营销获客场景与手段，在获取市场竞争优势的同时实现了营销 战略优化。特别是从自身教育产业营销大数据体系的建设过程中进一步发现了高 端渠道客户对传统教育产品营销模式升级的重要性，并以 B 端企业高端客户的 O2O 互联网教育产品作为真实案例阐述。最后，围绕本次 H 国际教育集团银行高 端客户渠道的成功实施经验，提出了 K12 教育市场精准营销优化工作的保障措施 和评价手段。 希望通过融合现代营销理论中对于精准获客理论与互联网大数据平台技术工 具的科学体系化运用，能为国内 K12 英语培训产品市场精准营销模型与高端渠道 营销方法提供理论支撑与实际案例经验的参考与推广应用。 关键词：大数据，K12 英语教育培训，精准营销，高端渠道ABSTRACT II ABSTRACT With the emergence of new business models such as the network and retailing, and the in-depth use of big data technologies in modern marketing activities, the domestic K12 education market and company practitioners are facing new opportunities and profound challenges. The old traditional way to acquire customers is no longer effective. In order to deliver the optimization and transformation of the marketing strategy to K12 market institutions, to combine with the rise of the emerging business models, this marketing strategy transaction study and solution have become a key field of marketing strategy research. This paper takes H International Education Group (H Group) as the research subject, combined with precision marketing theory and practice, the big data technologies and software tools, to study the marketing strategy optimization and transformation of H Group's K12 English training product market. First of all, this article explains the current status of the K12 market (domestic and international), and rise the research ideas on “how to optimize the marketing strategy transformation of H International Education Group by using precision marketing theory”. Secondly, the third-party database of the education industry and machine learning methods will comprehensively analyze the four dimensions of product customer positioning; branding positioning, marketing positioning; company org-chart and team culture. Thirdly,with the implementation of platform software tools, algorithms (k-means, etc.) and big data techniques, innovatively proposed the K12 education industry's high-value channel marketing model based on channel customer profile identification. Finally, the guarantee measures and evaluation methods for the transformation of precision marketing in the K12 education market were proposed. This paper offers theoretical support, reference and popularization of practical examples for the precision marketing case study and high-value channel marketing methods in the K12 English training market and large-group enterprise marketing strategy transaction. Keywords: Big data, K12 English education and training, Precision marketing, High end channel.目 录 III 目 录 第一章 绪论.................................................................................................................... 1 1.1 选题背景............................................................................................................ 1 1.2 研究内容............................................................................................................ 2 1.3 国内外研究现状................................................................................................ 3 1.4 研究思路与方法................................................................................................ 5 第二章 大数据与精准营销原理.................................................................................. 15 2.1 营销大数据原理与应用.................................................................................. 15 2.1.1 大数据与营销大数据 .......................................................................... 15 2.1.2 营销大数据的典型应用场景 .............................................................. 16 2.2 精准营销原理与类型...................................................................................... 17 2.2.1 精准营销概念阐述 .............................................................................. 17 2.2.2 精准营销实施理论 .............................................................................. 17 2.2.3 精准营销模式类型 .............................................................................. 19 2.3 私域流量与高端渠道营销.............................................................................. 21 2.3.1 私域流量营销理论 .............................................................................. 21 2.3.2 渠道精准营销理论 .............................................................................. 21 2.3.3 高端渠道营销优势 .............................................................................. 22 第三章 H 国际教育集团营销现状与问题分析.......................................................... 15 3.1 集团及欧亿·体育（中国）有限公司竞争分析...................................................................................... 15 3.1.1 集团发展背景 ...................................................................................... 15 3.1.2 欧亿·体育（中国）有限公司市场竞争分析 .............................................................................. 15 3.2 集团营销现状研究.......................................................................................... 17 3.2.1 产品、价格定位现状 .......................................................................... 17 3.2.2 渠道营销现状 ...................................................................................... 19 3.2.3 品牌营销现状 ...................................................................................... 21 3.2.4 营销组织架构现状 .............................................................................. 22 3.2.5 营销管理特点小结 .............................................................................. 22 3.3 营销存在的问题与分析.................................................................................. 23 3.3.1 市场细分和精准定位 .......................................................................... 23目 录 IV 3.3.2 传统渠道营销策略 .............................................................................. 24 3.3.3 营销组织架构与市场执行 .................................................................. 25 3.3.4 营销现状问题原因分析 ...................................................................... 26 第四章 H 国际教育集团精准营销优化实施与效果.................................................. 29 4.1 必要性与目标.................................................................................................. 29 4.2 基础前提与能力准备 ...................................................................................... 30 4.2.1 营销大数据能力构建 .......................................................................... 30 4.2.2 客户定位能力构建 .............................................................................. 31 4.2.3 精准营销选型实施-高端渠道营销 [39] .............................................