Problem Analysis And Countermeasure Research Of Zhangmen 1 On 1 Marketing Strategy Of Heilongjiang Province

In recent years,the online education market has shown a momentum of rapid growth,among which K12 online education market for primary school,middle school and high school is the hottest.The K12 online education market has received unprecedented attention from entrepreneurs and capital,and Internet enterprises,large training institutions and resource providers are vying for the layout,making the K12 online education market extremely competitive.However,Heilongjiang online education market has not been fully developed,so the major online education enterprises have carried out strategic layout.In this context,since its establishment in 2014,ZHANGMEN has rapidly grown into a leading enterprise in the online education market segment featuring online one-to-one services.With the increasing saturation of the market in Jiangsu Province,Zhejiang Province and Shanghai and the strategy of setting up the second,third and fourth tier cities in China,ZHANGMEN urgently needs to make optimization and improvement in the marketing strategy of Heilongjiang province.Starting from 4C marketing theory,this master's thesis analyses the current situation of marketing strategy of ZHANGMEN in Heilongjiang Province.Combining with the differences between online education market and national market in Heilongjiang Province and the differences of wage level in Heilongjiang Province,this research finds out the problems of marketing strategies from four perspectives: demand strategy,cost strategy,convenience strategy and communication strategy,and analyses the causes.Finally,guided by4 C marketing theory,combined with Heilongjiang Province's customer needs,Heilongjiang Province's offline education resources and the concept and technological advantages of ZHANGMEN,a feasible marketing strategy improvement strategy is formulated.