(网经社讯)2020年10月,创业邦研究中心联合巨量引擎商业算数中心巨量算数联合发布了《2020中国教育行业生存实录》白皮书。
本篇报告基于对用户端和企业端的走访调研,通过透视教育市场环境变迁,对K12教育、语言教育、兴趣教育等垂直赛道发展路径进行了复盘。我们发现,基于短视频所展开的新型营销模式对教育产业传统营销推广进行了重构与颠覆。随着公域流量红利即将释放殆尽,教育产业营销会何去何从?
当前,中国教育行业营销决策正呈现出重要的变化:1. 短视频和社交广告在广告投放市场份额逐年上升;2. 用户流量是营销推广决策最重要的考量因素。
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