Xzx Group Digital Campus Marketing Strategy Research

With the development of IT technology, the industry of digital campus in China has been developed rapidly. And the competitive structure has formed. The purpose of this paper is hoping to exert the advantages of technology and market of XZX Group, through effective marketing strategy to occupy the target market, to strengthen the adhesiveness of target market and to promote the market scale, revenue scale and profit level of XZX Group. Hoping this paper can provide some reference for the future and development of XZX Group.In recent years, with the rapid development of IT technology and the continuous progress of education information, many enterprises engaged in Digital Campus Industry emerged in the market, leading to increasingly fierce market competition. XZX Group has been developed for more than 20 years, and the mature technology makes its comparative advantages. To win the game, one thing is to accelerate the pace of technological innovation, more important is to take positive and effective marketing strategy and ensure its effective implementation. Because today, the transformation from technology into products is not an obstacle any more, the key factor is who can transfer the products into revenue and profit in the shortest possible time and the most reasonable way of marketing. And that is the key issue the marketing strategy needs to solve.The article combined with the actual situation, from the point of views of the combination of the group's overall marketing and my work experience in XZX and the marketing theory, made an in-depth study on Digital Campus product marketing strategy of the XZX Group. Firstly, the research background and significance and purpose of this article are introduced, then analyze the group's marketing environment, including internal and external ones, clear the strengths, weaknesses, opportunities and threats of XZX faced. On the basis of the above research, the article focuses on market segmentation of XZX's customers, target market selection, analysis of differentiation and market positioning. Moreover, the products marketing mix strategy of XZX's Digital Campus product is formulated, including portfolio strategy, pricing strategy, channel strategy and marketing strategy. Finally, the article mentioned the potential risk and control recommendations in the implementation of the strategy.Through the article's research, hoping the marketing strategy can meet the market development needs, improve the competitiveness of Digital Campus product of XZX Group, effective response to market competition and further expand market share, and ensure the market leader position of its own.