Research On Marketing Strategy Of Education APP In Primary And Secondary Schools

With the development of the Internet,The public started to pay more attention to the mobile terminal from the PC terminal to the mobile phone.Online education has also begun to move to the development of mobile terminals,especially in primary and secondary education APP market development in recent years is very hot.Primary and secondary education APP has introduced many new brands.According to incomplete statistics,the total number of educational APPlications in China has exceeded 70,000,accounting for about 10% of APP’s market share.This shows with the improvement of people’s economic level and social progress,people pay more attention to knowledge education,People are increasingly pursuing their learning styles and learning levels,and the demand for educational APPs is also growing.In the vast majority of groups,the number of primary and secondary students is to occupy an absolute advantage,and primary and secondary schools are also the period of greatest demand for learning knowledge,so the education APP developed for primary and secondary students should be the largest.In order to fully meet the hundreds of millions of markets,Internet companies and many educational institutions have invested in the market development of primary and secondary education APP.In providing users with a good user experience at the same time,how to make their products more widely known by marketing promotion is also the focus of many products.Therefore,this thesis hopes to put forward some marketing strategies for APP in primary and secondary schools on the basis of full understanding of user needs.First of all,this paper summarizes the current situation of primary and secondary education APP by analyzing the current market conditions.Second,through questionnaires to understand the factors that students consider when they choose to use educational APP,and also observe the students’ situations and problems encountered when using primary and secondary education APP.Finally,based on the conclusion of the investigation,combined with The Marketing Theory of 4Ps,Integrated Marketing Communication,put forward the strategies of product,price,channel,operation and promotion.Hoping to enrich research in mobile APPlications for primary and secondary education APPs and provide marketing advice to developers and marketers of these products.