| As Premier Li Keqiang put forward the concept of "Internet",the state has continuously strengthened the system support policy for the Internet industry.The 13th five year plan proposes to promote "education informatization",encourage the combination of Internet and education,promote education reform,and open more free and high-quality resources to the public.In the 19th National Congress of the Communist Party of China,"comprehensive early childhood education" was first proposed.At the same time,big data technology is widely used,algorithms are constantly improved;artificial intelligence has made a breakthrough;the advantages of the two child policy and people's attention to English education have made the online education industry of early childhood English develop rapidly,and many capital flows into the industry,which also intensifies the competition of all kinds of online education enterprises for young children.GL entered the industry in 2014 and is one of the first companies working in the online education industry for children's English.Has accumulated more than 20 million user registrations.However,the company has entered a bottleneck period of development,and there is still a certain gap between the scale and the leading companies in the online live childcare English industry.The current situation of GL is representative in the industry.Therefore,this article selects GL as the research object,and based on the mainstream mature theory of marketing,combined with the current status of the online education industry for children's English,the children's English online education is viewed from a macro and micro perspective.An analysis of the industry and GL's own situation and capabilities found that the following problems exist in marketing:1.The product does not have individual differences and cannot meet the needs of different consumers;2.There are very few supporting services,and GL's manual support for user learning is relatively small.Less,children and parents are more demanding;3.There are fewer marketing channels.Although GL is an Internet company,it does not promote the new media platform,and it lacks offline promotion;4.Single promotion,GL's current promotion It is difficult to stimulate users' purchasing desire;GL wants to stand out from the fierce market competition and gain the favor of more capital,it must obtain industry-leading sales performance,and marketing strategies have a direct and huge impact on sales performance,so For the above problems,it is recommended to improve the marketing strategy from four aspects:product,channel,price,and promotion.Adjustment.The significance of the marketing optimization strategy obtained in this article lies in the following:first,there are more papers on the English orientation of young children online,but less research on online education for young children English.This article's in-depth marketing analysis can enrich the research materials of the English education APP industry for young children,and at the same time play a certain role in promoting the healthy development of the industry.Secondly,for the latecomers of the traditional children's English training institutions preparing to expand the APP program for children's English education,they can better understand the marketing model and reduce certain operational risks.Finally,for the founder of GL who is an engineer,it can also play a certain reference value. |
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