Research On Marketing Strategy Of "Online Course" Of Spark International Media Group

As a rapid development of Internet technology,online English education has become one of the most popular method,meanwhile it has also been recognized by students and relevant consumers.However,with development of times,people's purpose of English learning has become diverse.Today,the purpose of English learning is not only to pass the exam,but also to go abroad,business,primary education,CET-4 and CET-6 etc.At the same time,the group of consumers is becoming from student group to diverse and even the number of elder people is beginning to increase.It means that consumers will pay more attention to pertinence,quality,cost and characteristics of courses as well as degree of convenience and brand.According to current sales situation of Spark online education,in this paper a new marketing strategy will be provided which supported by the theory of marketing management and compares with many other excellent cases.By the new marketing strategies,the enterprise could establish a correct awareness of marketing and brand,strengthen marketing management capabilities and make the enterprise develop healthier,faster and could be an example to other online education institutions.Firstly,this paper provides an analysis of the marketing situation of Spark online education and reasons of these problems in marketing.mainly problems are: lack of marketing activities,leading to less known of enterprise;lack of product differentiation.The main reason for these problems is that the management team does not attach importance to product innovation and service.Secondly,analyses the macro and micro environment of Spark online education,SWOT analysis method has been used to analyze the advantages,disadvantages,opportunities and threats of Spark online education.The purpose is to make a clearer understanding of the currently problems of Spark online education and formulate reasonable marketing strategies in order to solve these problems.Finally,by using STP strategy analysis method to make market segmentation and target market positioning for Spark online education and formulates marketing mix and landing implementation plan.After compare with number of cases in the same industry and based on marketing theory.A new marketing strategy been rewritten for Spark online course.The new marketing strategy will mainly include four aspects: product strategy,price strategy,promotion strategy,place strategy.Product strategy is reflected in two aspects which is product and service: First of all,Spark online course needs to change the diversification of product types and product mix,at the same time optimize the quality of preparation by improvement of teachers' quality;secondly,the service aspect online course of Spark should be integrated into a variety of teaching methods to completely change the traditional mode.In addition,improvement the guidance and supervision system are a behavior which is responsible to consumers and it will affect the learning effect of consumers directly.Price strategy,a competitive-oriented pricing method can be adopted to effectively utilize the core competitiveness of the Spark online course.Promotion strategy will strengthen offline interaction and provide opportunities and platforms for face-to-face communication for the consumer community.Finally,in place strategy,Spark should create more publicity channels,especially some mainstream streaming media and self-media platforms to cooperate to attract of customers.In order to ensure the implementation of the marketing mix strategy,this paper formulates safeguard measures.Corporate culture: all levels of personnel have a correct understanding of the growth and development of enterprise,establish a standardized enterprise management system,and learn from the culture of other excellent enterprise.Human resources: improve personnel training system,improve performance appraisal system,and establish three-dimensional career promotion channels.