Research On Marketing Strategy Optimization Of VR Products In Education Industry

Since the birth of the Internet,the digital technology industry has shown an irresistible trend of development,especially the virtual reality technology brings users a full range of audio-visual immersion experience.Throughout the history of VR technology development,from the initial ideological germination to the formation of theoretical basis,to the gradual improvement of technology has experienced nearly a hundred years.At present,VR technology has been applied in many fields,but now the technology is in the growth stage,so there is poor experience,lack of content resources,and lack of unified management when experiencing feedback,resulting in a low level of VR.With the commercial deployment of 5G network this year,the hardware problems faced by VR can be solved.It is very important for the future direction of VR to integrate with industrial development.The research object of this paper is Shanghai CG Company,which specializes in the production of three-dimensional visualization digital media.It has provided large-scale visualization digital image technology for Beijing Olympic Games and Shanghai World Expo.It is a leading enterprise in three-dimensional industry.At present,the company applies VR hardware combined with three-dimensional image technology to brand image display in various industries.At present,the VR products in the same industry market are mainly pure video display.There is no technical threshold in content and low production cost.The cost of hardware is transparent,which leads to fierce competition in the market.And the marketing strategy adopted by the company also has some problems.The disadvantages of single product,simple pricing,channel solidification,promotion tradition and so on make the company’s product profit decrease year by year.Based on this phenomenon,this paper deeply explores how to combine the existing market environment with the enterprise’s own development,and based on STP and 4V marketing portfolio theory to lock in the education industry,explore the deeper needs of users to develop differentiated products,and provide some reference for the follow-up VR product marketing strategy optimization.The innovation of this paper lies in the fact that from the perspective of market demand,the current marketing strategy of "attaching importance to education and despising technology" in domestic VR education market leads to the lack of substantive teaching content in VR education products,which is out of line with the orientation of national education policy.By combining 4V marketing theory to close the distance between CG company and the audience,emphasizing the emotional communication between enterprises and consumers,meeting the emotional needs of the audience while conveying deeper corporate culture connotation,resonating with the audience,and enhancing the dependence on corporate brand.