沪江英语网调研分析报告

《网站策划与运营》

题目：调研分析报告——关于沪江英语网网站的策划

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撰写日期： 2010年 04月 26日

《沪江英语网网站分析》

简介：语言是人类最重要的交际工具，也是最原始的。世界上有5600多种语言，种类很多。每掌握一种语言，就意味着多了一项交流的工具。而沪江网给我们提供了一个开放的，免费的交流语言的环境。

沪江网（https://www.wendangku.net/doc/e67454631.html, / https://www.wendangku.net/doc/e67454631.html,）创建于2001年8月，是致力于提供在线语言学习交流、相关资讯和服务的外语网络学习平台。沪江网分为学习分站和学习社区两大平台。学习分站共分为沪江英语、沪江日语、沪江法语和沪江韩语四大门户，每个门户均下设大量资讯丰富、信息全面的频道，而且还正不断丰富和增加。学习社区是国内人气最旺的互动语言学习交流社区，由论坛、部落和博客三部分组成。

由于沪江网整体体系结构庞大、复杂，我们就选取其中的英语站点作为我们研究的切入点。

一、网站基本定位

沪江网作为国内最早的外语原创教学网络平台。自诞生之日起，便专注于外语教育市场，致力于为国内外上亿各个不同阶层的，拥有强烈外语学习兴趣与需求的外国语言学习爱好者、教育者提供最有效的外语网络互动学习平台和全面的外语学习资讯等服务。

据沪江网2009年的年度用户属性调查， 85.8%的用户集中在18～30岁，其中18～22 岁（大学生）和22～25岁（初入社会的白领群体）用户在30%左右，在校学生和公司白领（含普通职员和企业中高层管理者）所占比例总计达到75.3%，彼此之间差距不到1个百分点，展现沪江网用户有效涵盖最大的潜在消费群体（学生）和最大的既有消费群体（白领）。本科以上学历用户占据绝对领先优势，高达77%，其中本科64.5%，硕士11.9%。也就是说沪江网的用户主要集中在18岁以上、拥有本科学历的公司白领或在校大学生。沪江网是一个以消费者为导向进行调整的网站，根据消费者学习的需求，不断推出更多更好的学习栏目。

二、网站支付策略

沪江英语网中有三大板块需要对支付策略进行分析，他们分别是：沪江网

校、沪江网店和淘宝网店。

2.1、沪江网校

2.1.1网络课程

开办多项不同领域的外语网络课程，通过学币来充值。学币的充值方式主要分为注卡充值、在线支付和邮局银行汇款。

注卡充值：直接购买网校的充值卡，通过密码验证来完成充值。

在线支付：支持支付宝和环迅网银进行在线支付。

邮局银行汇款：支持招商银行、中国工商银行、中国建设银行、中国农业银行、中国银行、中国邮政储蓄等银行进行汇款。

2.1.2成为VIP

成为网站的VIP可以享受网站提供的一对一问题解答、学币奖励、VIP专享资料下载、专属的交流空间、尊贵身份标识、资料高速下载、更多的社区上传权限、免费使用在线录音功能、沪元奖励、沪江网店折扣等优质服务。

成为VIP也是通过学币进行购买，需要充值学币，学币的充值方法同上。

2.2、沪江网店

提供各种网络课程、书籍、音像制品等商品，可通过支付宝、环迅支付、银行汇款、邮局汇款、上海地区货到付款等多种方式支付。

环迅支付：支持全国各类银行卡，推荐银行卡为：招商银行、工商银行。

银行汇款：支持招商银行、工商银行、建设银行、农业银行、中国银行。

沪江网店与淘宝网店的商品基本能达到同步更新，如果沪江网店的支付方式不能满足您的需求，您可以到淘宝网店，那里有更多的支付方式可供选择。

2.3、淘宝网店（沪江网店）

提供各种网络课程、书籍、音像制品等商品，可通过支付宝、信用卡、网银、消费卡、网点等多种方式支付。

信用卡：支持招商银行、中国工商银行、中信银行、兴业银行、中国光大银行、交通银行、平安银行、广东发展银行、中国银行等银行进

行信用卡支付。

网银支付：支持招商银行、中国工商银行、中信银行、兴业银行、中国光大银行、交通银行、平安银行、广东发展银行、中国银行、杭州

银行、宁波银行、上海银行、深圳发展银行、中国民生银行、浦发银

行等银行进行网银支付。

消费卡：支持“百联OK卡”或“手机话费充值卡（联通一卡充、神州行卡）”充值付款，但需支付一定的服务费。

网点支付：到与支付宝合作的营业网点（如便利店、邮局、药店等），用现金或刷卡即可完成网上订单付款和支付宝账户充值。同时享受支

付宝担保交易，货款两安全。但需支付一定的服务费。

找人代付：当您在淘宝购物或使用支付宝的付款服务时，可以找人帮您代付，代付方通过支付宝为您完成代付。

三、服务与物流策略

一个网站的服务是否优质，只要体现在它的服务与物流，接下来我们就对沪江英语网的服务策略与物流策略进行分析。

3.1服务策略

沪江网的主体是免费的学习网站，所以在网站上出现的问题大多会在站务交流论坛、小Q沪江专区和常见问题栏目得到解决。不过这些栏目所在网页位置不够明显。VIP提供一对一的问题解答。而沪江网店和淘宝网店（沪江网店）作为网店，提供在线客服，另外还可以通过QQ、MSN、阿里旺旺等多种方式解决问题。

3.2物流策略

3.2.1沪江网店

提供普通邮寄、城市快递、江浙沪城际快递、上海地区到付快递，新疆、西藏、内蒙古等地区， EMS特快专递、普通印刷品(仅限报纸)等多种配送方式。据调查大部分沪江英语网用户集中在经济较发达的珠三角、长三角及其周边区域，其中上海地区用户占15.5%，江浙地区占18.9%。所以沪江英语网针对这些主要用户提供了江浙沪城际快递、上海地区到付快递这两种特别的配送方式。

3.2.2淘宝网店（沪江网店）

提供平邮、快递公司、EMS这三种方式，提供的配送方式比较少，但是能保证货品到达全国各地。

四、资金流与财务风险

沪江网是以免费论坛和网站为依托，在网站不断积蓄人气后，逐步和各个外语学习机构建立合作关系，在原网站的基础上，逐步增加网站站点数量，进一步增加收费的网络课程和网店。

网站初期，是单纯的依靠点击量来赚钱，可是作为一个新网站，不仅需要大量的资金来运营网站，还需要一定的人力、物力来补充、完善学习网站中的学习资源，这些开销远远不是网站点击量所能负担的起得，所以在网站发展前期，盈利可以说是微乎其微，这段时间是网站最重要也是最艰难的时期。资金的筹集个人无法完全负担，所以需要银行等金融机构的贷款帮助。

五、安全策略

学习类网站很容易出现的问题就是知识产权的问题，在网络发展的如此迅速的时代，相同的学习材料往往会在不同的网站出现，这就很难保证自己的资料是第一手的，有可能会出现侵权的问题。在这一点上，沪江英语网聘请了专门的知识产权信息网的律师来保障网站资料的独创性和版权。

而在网店这一方面，主要通过实名制来确保交易的安全性，运用第三方支付平台来解决一定的安全性问题。

六、建议与结论

沪江英语网一个比较成功的学习类网站，通过前期的免费资源，交流来吸引更多的用户，从而积蓄网站的人气，在此基础上不断完善、扩大网站，在网站较为成熟并且用户量较多时，建立自己的网店，并与各个学习机构进行合作，在页面帮助其他网站或商品打广告，进一步更加网站的收入。

在网站成功的同时也不免出现一些问题，主要体现在服务方面。首先，网站的帮助，所在位置不够醒目，而且所提供的问题解答不够详细、全面。其次，没有为免费客户提供在线服务，当用户遇到紧急问题时，会不知如何解决。

建议沪江英语网在现在的基础上，增添位置较为醒目的帮助栏目，完善的总结用户在网站所出现的问题。增设对免费用户开放的在线服务，可以通过时

间、人员上的不同安排来区别免费用户与VIP用户。

参考文献

[1]沪江网 https://www.wendangku.net/doc/e67454631.html,

[2]沪江网店淘宝店 https://www.wendangku.net/doc/e67454631.html,/

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