PROJECT PLAN OF IAUP

1. Introduction of Project

Since its founding in 1945, UNESCO has been committed to promoting peace,
eradicating poverty, promoting sustainable development and intercultural
communication. Education is one of the key activities to achieve this goal. The
purpose of education is to improve the people's learning ability and then improve the
quality level of the whole people. Education is key to achieve many of the other
Sustainable Development Goals. Accessing to quality education is fundamental to
improve people's lives and achieve sustainable development. In addition to improving
the quality of life, accessing to inclusive education helps local people acquire the tools
necessary to develop innovative solutions to the world's most intractable problems.
In today's society, there are still many aspiring learners who fail to reach their
desired academic standards due to economic or other reasons. But they still have a
thirst for knowledge. At the same time, there is a need for comprehensive talents,
which means that more and more people need extra-curricular education platforms to
constantly acquire new knowledge. The project is committed to helping those who are
unable to finish their studies due to practical pressure but still have a desire to receive
education. By recording general courses and professional courses on university
campuses and uploading them to online platforms, the project makes use of the
convenience of the Internet to provide high-quality continuing education services for
these people at a low price. Before course recording, we will communicate with the
dean of professional schools. Let the director of professional photography record the
courses of excellent teachers at provincial level or above. We will coordinate with
teachers on relevant written materials and exercises for after-class testing to ensure
the quality of the course. Using these practical knowledges to help these people create
a better life. It also fills in the missing parts of the platform on the line, making both
sides more complete.
The results of this project will contribute to the achievement of the United Nations
Sustainable Development Goals of "quality education", which will increase economic
income while empowering young people and create more employment opportunities
for more people.

2. Introduction of team

Leader: Estelle Li
Team members: Caroline Zhu, Malorie Wang, Layer Li, Wonder Jiang

3. Service Object
 For those who have left school, according to their cultural basis and practical needs, we will
help them continue their basic education or higher education, and assist them to improve
their personal level and achieve their personal achievements;

For the people who have already embarked on work, production positions, or need to
change positions, or seek employment, we provide them cultural knowledge, professional
technology and practical ability of education and training courses, such as negotiation
skills, efficient communication, business etiquette and so on;

For all undergraduate students, we will provide professional courses, CET-4 and CET-6
and various certificate courses, postgraduate and civil servant courses, hard skills courses
such as Excel, Word, soft power courses such as mental health, world culture and other
services.

4.Market and competition analysis

1）Industrial background

With the rapid development of the mobile Internet era, the form of education is constantly
changing, and people's demand for app application software is becoming higher and higher.
Taking the SIAS University in Zhengzhou as a pilot, its courses are uploaded to the late
education app and promoted to the market, so that many people who do not receive high
education can enjoy the dividend of higher education.

2）Market background

China's educational resources are unevenly distributed - there are obvious differences in the
amount of high-quality educational resources available between the East and the west,
between cities and villages, between wealthy families and low-income families. Many people
cannot receive higher education because of economic reasons, which makes these people
unable to achieve the purpose of continuing learning.However, due to the continuous
development of society and the continuous progress of science, the demand for the ability of
staff in various industries is increasing. They want to improve their competitiveness through
in-depth study of professional knowledge or knowledge in a certain field.

3）Policy level

At present, the State encourages the development of online education, which is clearly
supported by policies such as high-tech fields supported by the state and the 13th five years
plan for the development of national education.

4）Social level

The imbalance of educational resources conflicts with the need for examination. At present,
China is still a society with academic qualifications, and the examination just needs to make
these people spend too much energy to learn some subjects that are not very helpful to them,
resulting in a waste of educational resources.

5）Technical level

Big data, artificial intelligence and 5G optimize education experience.

6）Market status

At present, the online and offline educational counseling products on the market are mixed.
Some educational institutions often have problems such as "weak teachers", "pursuing the
best interests in the short term" and lack of qualification to carry out education and training
business. Online education is complicated and disorderly, which makes those who cannot
complete their studies due to practical pressure but still have a desire for education unable to
find the direction of learning. There is no detailed classification of professional education on
the market, resulting in many people who are interested in certain aspects of knowledge do
not know where to start learning.

1. Convenient, flexible and convenient, breaking the time and geographical 1. Lack of start-up funds and low popularity
restrictions. 2. The scope of early publicity is small, and it is difficult to recruit
2. Classroom live broadcasting, video broadcasting, on-demand and other high-quality teachers in the early stage
forms of classes are diverse, and film, television, audio, pictures and texts
add interest to the classroom
3. Wide range of users, high activity and strong independent selection
4. The content is scientific, professional and has strong teachers

STRENGTHS WEAKNESSES

OPPORTUNITIE
S THREATS

1. The concept of public learning tends to be open, and the investment
in education increases
2. At present, during the bonus period of industry development, the
government supports and enjoys tax and other benefits
3. The development of mobile terminals and 5g promotes the quality of
online education products
4. Online quality education is a forerunner in the emerging educational
content
1. Offline traditional education counseling competition, the education model
is relatively mature, and the learning enthusiasm is higher
2. There are many competitors of similar products, and the iterative update
is rapid
3. The homogeneity of products is serious, and the capital investment
determines the market share of products to a great extent

5. Marketing strategy:

1) Target market:
It is mainly aimed at those who do not receive good education but want to receive education
for some reasons, college students who want to improve their soft power and hobbies in all
aspects, and those who need systematic learning and improve some knowledge at work. After
learning through video, they can contact the core points through supporting exercise tests to
enhance the learning effect.
2) Pricing strategy
The project has a scientific and reasonable pricing strategy, which mainly adopts the
pricing strategy according to different types of products and adopts the middle market price of
ordinary products and services, and the noble price of customized products and services.

3) Promote sales channel strategy

Early stage:

Online: We mainly do publicity and promotion, and use Wechat circle of friends, official
account and major media platforms (Eg: Tiktok, little red book, etc.) to expand their influence
and make them enter people's vision.
Offline:
1.Take SIAS as a pilot, put up publicity posters in the school and strengthen publicity.
2. Arrange short plays to be interspersed in various large-scale performances of the school,
publicize and promote them to teachers and students, let them experience the major resources
on the website for one month free, and invite them to further recommend them to their
friends, so as to improve the image and popularity of the platform in the public mind.

Metaphase:
1. Fission activation: help new and old customers participate in fission by SMS, APP push,
official account template messages, with attractive rewards and expression copywriting, for
example, it is polite to invite new customers, old customers bring new customers with
discounts, and it is preferential to recommend them to friends.
2. Carry out some free public courses to attract users' attention, and then convert to paying
users.
3. Communicate with participants, make gold data, regularly collect feedback from
participants, and timely contact the platform to update data and courses at any time.
4. Advertising on other platforms

Later stage:
Adopt the strategy of multi school linkage and carry out offline publicity in multiple schools
and communities.
 IAUP 项目策划书
1.项目简介
自 1945 年成立以来，联合国教科文组织一直以促进和平，消除贫困，促进
可持续发展与跨文化交流为自身使命，而教育正是实现这一目标的重要活动之
一。教育的目的在于提高民众的学习能力进而提高全民的素质水平。教育是实
现其他诸多可持续发展目标的关键。获得高质量的教育是改善人民生活和实现
可持续发展的基础。除了提高生活质量之外，获得包容性教育还有助于本地人
掌握开发创新型解决方案所必需的工具，以解决世界上最棘手的问题。
当前社会仍有很多有志学习的人因经济或其他原因并未能达到自己理想的
学业标准。但他们对知识仍有渴望。同时现今社会需要综合性人才，这也就意
味着越来越多的人需要课外教育平台来不断汲取实用性知识。该项目致力于帮
助因现实压力而无法完成学业但对接受教育仍有渴望的人群，通过在大学校园
内录制通识课和专业课程并上传至线上平台，利用互联网的便利，以低廉的价
钱为该类人群提供优质教育和继续教育服务。课程录制前我们会与专业学院
（外语学院、教育学院、新闻传播学院、音乐戏剧学院和商学院等）的院长进
行沟通，找专人录制省级优秀教师的课程对课程内容做保障，并会和老师对接
相关文字资料及课后检测使用的习题，确保课程质量。以这些实用性知识帮助
这类人群创造美好生活。同时也填充该线上平台的短缺部分，使双方都更加完
善。
本项目成果有利于促进联合国可持续发展目标中“优质教育”的实现，在赋
能青年人的同时提高经济收入，为更多人带来就业机会。
2.团队介绍
团队总负责人：李晴
核心人员：朱雨濛、王昕蕾、李岩、姜雅琦

3.服务对象

1）对已经离开学校的人员，根据他们所具有的文化基础和实际需要，继续进行基础教
育或高等教育，辅助他们提高个人水平进而获得个人成就；

2）面向已经走上工作、生产岗位，或需要转换岗位的人员，以及正在谋求就业的待业
者提供他们所不具备的履行岗位职责所必需的文化知识、专业技术和实际能力的教育
和培训课程比如谈判技巧，高效沟通，商务礼仪等等；

3）所有本科大学生，为其提供专业课程，四六级以及考取各种证书的课程，考研考公
课程，硬性技能课程比如 Excel,word，软实力课程比如心理健康，世界文化等服务。

4.市场与竞争分析
1)产业背景
随着移动互联网时代的快速发展，教育形式也在不断地发生转变，人们对 APP 应用软
件的需求也越来越高，以郑州西亚斯学院为试点将其课程上传至晚点教育 APP，推广至
市面，让很多没有接受过高等教育的人享受到高等教育红利。
2)市场背景
我国教育资源分布不均衡—东部与西部、城镇与乡村、富裕阶层家庭与中低收入家庭 ，
在可获得优质教育资源的多寡上存在明显差异。很多人因为经济的原因无法接受高等
教育，导致这些人群无法实现继续学习的目的。但由于社会不断的发展，科学不断的
进步，各行业对于职员能力的需求不断提高。他们想通过对专业知识或者某一领域知
识的深入学习提高其竞争力。
3)政策层面
目前国家鼓励线上教育发展，《国家重点支持的高新技术领域》、《国家教育事业发
展第十三个五年规划》等政策对其表示了明确的支持。
4)社会层面
教育资源不平衡与应试刚需产生冲突。中国目前仍是学历社会，而应试刚需让这些人
花费了太多的精力去学一些对其没有太大帮助的学科，造成了一种教育资源的浪费。
5）技术层面
大数据＋人工智能＋5G 优化教育体验。
6）市场现状
目前市面上线上，线下的教育辅导类产品良莠不齐。部分教育机构常出现“师资薄
弱”、“追求短期内的最大利益”及不具备开展教育培训业务资质等问题。线上教育
繁杂无序，这让那些因现实压力而无法完成学业但对接受教育仍有渴望的人群无法找
到学习的方向，市面上没有一个对专业教育的细致分类，导致很多对某方面知识感兴
趣的人群，不知道从哪里开始着手学习。

7）SWOT 分析：
 1. 方便灵活便捷，打破时间与地域限制。 1. 初创资金缺乏，知名度低
2. 课堂直播、录播、点播等上课形式多样、 2. 前期宣传范围小，前期招聘优质教师
影视音频图文并茂增添课堂趣味性 存在困难
3. 用户范围广，活跃度高，自主选择强
4. 内容科学，专业，师资力量雄厚

S 优势 W劣
势

O 机会 T 威胁
1. 大众学习观念趋向开放，教育投资增长 1. 线下传统教育辅导竞争，教育模式相对
2. 目前行业发展红利期，政府政支持，享 成熟，学习积极性更高
受税收等优惠 2. 同类产品竞争者多，迭代更新迅速
3. 移动终端和 5G 发展促进在线教育产品质 3. 产品同质化严重，资本投入在很大程度
量 上决定产品市场份额
4. 在线优质教育在新兴教育内容上具有先
导性

5.营销策略：
1）目标市场：
主要是针对于因为某些原因没有接受到良好的教育但是想要接受教育的人， 想要提高
自己各方面的软实力以及爱好的大学生群体，以及在工作中需要系统的学习，精进某
些知识的人，在通过视频的学习之后，可以通过配套的习题测验联系核心要点，增强
学习效果。

2） 定价策略
本项目具有科学合理的定价策略，主要采用根据不同类别的产品分别定价策略，采取
普通产品和服务市场价格中产化，定制产品和服务价格贵族化。

3）推广销售渠道策略

前期：
线上：主要做宣传推广工作，利用微信朋友圈，公众号，各大媒体平台（例如：抖音，
小红书等）进行宣传，扩大影响力，使其进入人们的视野中。
线下：
1)以西亚斯为试点，在校内张贴宣传海报，加大宣传力度。
2)编排小短剧穿插到学校各种大型表演中，并向老师，同学们宣传推广，免费一个月
让其体验网站上的各大资源，并邀请他们进一步推荐给她们的朋友们，提高平台在公
众心中的形象与知名度。

中期：
1)裂变激活，通过短信，APP 推送，公众号模板消息，借助有吸引力的奖励及表达文案，
助力新老客户参与裂变，比如说，邀请新客户有礼，老客户带新客户的优惠，推荐给
朋友的话会有优惠等
2)开展部分免费的公开课，吸引用户关注，进而转换为付费用户。
3)与参与者进行沟通交流，制作金数据定期收集参与者的反馈，并及时与平台联系，
随时更新数据及课程。
4)在其他平台投入广告宣传。

后期：
采用多校联动的战略，在多所学校及社区开展线下宣传。