Research On Marketing Strategy Optimization Of Z Group's Online Education Products

In recent years,with the progress of Internet technology and the large-scale popularization of intelligent terminals,the online education market keeps growing.Due to the serious homogenization of online education products,the difficulty in obtaining traffic,and the high cost of teachers,most enterprises have difficulty in making profits or even lose money.How to realize long-term profit of online education products is a difficult problem for education enterprises.To stand out in the competitive market,marketing strategy is particularly important.Z group has a 22-year history of offline education,with a good brand reputation and a stable source of offline students,but online education products are in a state of long-term loss.This paper takes Z group as the research object,USES the literature research method to analyze the domestic and foreign research situation of online education and marketing strategy,and explains the basis of setting the topic.The questionnaire survey method is used to provide relatively accurate survey data for product positioning,and on this basis,the competitive strategy is formulated scientifically.Through statistical analysis of the questionnaire data,the survey results are obtained,which provides scientific reference for the optimization of marketing strategy;In the model analysis method,the positive influence of the external macro environment is analyzed through PEST to indicate the development trend and direction for Z group's online education.Through the analysis of the five forces model,the key factors that determine the success and failure and the external threats that need to be solved are found out and actively responded to.SWOT analysis is used to point out that the group should focus on K12 extracurricular tutoring field and choose differentiation intensive competitive strategy at this stage.STP theory is applied to market positioning,positioning first-tier and second-tier cities and sinking markets in K12 field of online education products;Through 4Ps evaluation of marketing status,marketing strategy optimization and guarantee mechanism guarantee mechanism.The research conclusion of this paper is mainly reflected in the product strategy:optimize the teaching product content by innovating the teaching product content,simplifying the content,output fragments,rapidly updating the iterative product content,intelligent teaching system,upgrading the teaching platform,etc.In terms of price strategy,policy differential pricing,cost plus pricing,differential pricing and sales time differential pricing are used to optimize.Channel strategy optimization: by accelerating the construction of "we media" channels,we can form complementary channels of our own and third-party cooperation,so as to optimize.In terms of promotion strategies: optimize price promotions such as tuition discounts,product gifts,referral rewards and create "learning day" promotion.To comprehensively improve the marketing strategy of Z group education online education products and improve the products and services.Finally,the guarantee measures are put forward,such as optimizing the training and assessment system of new teachers,optimizing the operation system of users,and ensuring the technical safety to provide guarantee for the implementation of the marketing strategy.This paper provides solutions for Z group's online education development,and at the same time,it is expected to play a certain reference role for late-developing enterprises to participate in the competition.