2020教育品牌影响力舆情报告发布,多维呈现教育行业变革

小磊 2021-02-23 17:11:31
教育 品牌 舆情 影响 影响力


新京报讯(记者 冯琪)1月28日,《2020年度“UP新力量”教育品牌影响力舆情报告》(以下简称报告)发布。该报告由新京报教育频道联合千龙智库共同推出。

据悉,报告以中国教育行业521家品牌为研究目标,依托千龙智库大数据,对企业的品牌传播、价值影响、口碑热度、消费诉求等进行分析,并对当前教育行业热点及问题进行解读,为教育企业发展提供新视角,为消费者了解行业现状、认知品牌提供参考。

2020教育品牌影响力舆情报告发布,多维呈现教育行业变革


涵盖在线教育、K12等多个细分赛道

记者了解到,报告研究周期为2020年1月至12月,依托千龙智库企业品牌价值传播影响力评价体系,海量抓取16736651条信息,全面采集平媒、网媒、手机客户端、微博、微信、论坛、博客等多渠道数据,建立了“品牌传播”“价值影响”“口碑热度”“消费诉求”等维度,涵盖4个一级评价指标及12个二级评价指标。

报告通过综合计算教育企业品牌价值传播影响力指数,在形成2020年度“UP新力量”教育品牌影响力总榜TOP50之外,还形成了在线教育、K12、素质教育、成人教育等细分赛道分榜,以及细分领域创新指数、品牌质量、媒体曝光等指标榜单。

与此同时,报告深入捕捉行业动态,审视行业热点,剖析行业问题,归纳总结出2020年度教育行业十大热词、十大问题,并对教育行业未来发展提出四大建议。

十大热词、十大问题呈现行业变革

2020年,受新冠肺炎疫情影响,线上教育、线上学习成为新业态,教育行业发生深刻变革,报告对500余家教育企业在行业变革中出现的典型特征进行了梳理。

报告通过数据分析发现,科技赋能、市场下沉、审查备案、教育扶贫、在线赛道融资、教育乱象、IPO、爆雷、OMO模式等成为2020教育行业十大高频词,引发舆论广泛讨论。

此外,报告对2020年多个网络平台上出现的舆情事件、曝光问题等进行梳理,分析归纳出目前教育行业存在的十大问题,包括学员退费难、夸大和虚假宣传、违规收集用户信息、获客成本高、业绩亏损造假、超期预收费等。

在科技和教育加速融合趋势下,中国教育科学研究院办公室副主任、副研究员姜朝晖建议,培训机构充分利用科技创新带来的红利,加强教育教学研究,同时要严格按照教育主管部门要求,规范培训行为,更多兼顾教育的公益属性,为社会提供更多高品质的教育培训。

2020教育品牌影响力舆情报告发布,多维呈现教育行业变革


千龙智库分析师 李朋伦

数据支持 刘昊源 秦茜 宫英慧 宋曼曼

数据来源 千龙智库

新京报记者 冯琪 编辑 缪晨霞 校对 薛京宁

来源:新京报
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https://www.seoxiehui.cn/article-296299-1.html

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