Changhai Group Online Learning Domestic Marketing Strategy

Moonlight Box English Learning Machine is the first internet based product of its kind in the world which is designed by Hunan Changhai Group. It has many technology patents and can also realize the exact synchronization with the teaching materials. At the same time, the company haven't brought forward the systematic and deliberated marketing project as yet because the product only made her debut on the market not long before. For the promotion around the country, now I will try to do some pilot study for further consultation and reference.This article was divided into four research aspect. First, we analyse and summarize the general situation, problems and prospects of the learning machine industry in China. Second, we also analyse the general marketing environment and make market orientation of the internet based learning machine. Third, we make the marketing project. Forth, we predict some potential problems and risks during the futrue implementation and their corresponding solutions.At the beginning, the article will tell you the general situation and the market about the internet based English learning machine , and then generalized the ongoing marketing project. Afterwards, the article analyse and sum up the total circumstances , characteristics and development trends of the entire market, and emphasize using "Five force model" by Michael Poter to analyse the competition around the market. On that base, we can do some diagnosis about the ongoing sales pattern in Changhai Group. We subsection the target market and make some market orientation. We then combine the traditional 4Ps theory and the novel 4Cs theory, category construct theory, cosumer innovative theory and experience sales theory etc. to analyse the marketing maneuver of the internet based English learning machine. We also want to help the company to establish a adaptively new marketing pattern and make a implementation scheme for the practice. At the same time, we have estimated the human resource and capital demands and the possible resisitance with possible solutions.