Research On Competitive Strategy Of Online Education Products Of Netease Youdao

With the rapid development of information technology,strengthen the government's policy support,online education has been expanding its market,attracted numerous traditional education institutions and Internet companies into the field of online education,the market competition is fierce.Netease youdao,as an Internet technology company,has accumulated a certain number of high-quality users after several years of development,among which the revenue of youdao refined products has increased by 530%in 2017.As a new type of business,it has important and practical significance to study online education industry.Papers selected the netease youdao online education products as the research object,through the relevant theories of competitive strategy and netease youdao online education conditions on product competitive strategy environment and strategic analysis of competitive strategy conforms to its own development.Paper first collected the related literature at home and abroad,organize the related research results,combing the existing theory of context,and then respectively in this paper,the online education and relevant theories of strategic management.Then the thesis focuses on netease youdao online education product two aspects of external competitive environment and competitive conditions,using the potter five model analysis of industrial environment,SWOT analysis on the company's strengths,weaknesses,opportunities and challenges for detailed analysis,combined with the domestic online education market as a whole and netease youdao online education product specific conditions,established the netease youdao online education products focused differentiation competitive strategy,the company's target users and product positioning in the language class and K12 education market,differentiated products designed and developed.Thirdly,the measures to safeguard the competitive strategy are expounded from the aspects of brand building,human resource system,technology research and development,and improvement of learning community.Paper expected by netease youdao online education product competition strategy research,either for netease youdao online education products provide workable competition strategy and implementation of security measures,can also for other new entrants to and ready to enter the market of enterprises play a reference when making competition strategy,to promote more benign online education industry development in our country.