Research On Marketing Strategy Of Children’s Fluent Speaking Project

With the improvement of people’s material living standard,more and more families begin to pay attention to the early education of children,and under the influence of globalization,more and more parents attach importance to the early education of English.And because of the further promotion of the three-child policy,the number of newborns in recent years to maintain a large base;The huge demand for children’s English training industry has developed rapidly.Relying on the rapid development of "Internet +" in recent years,the AI training industry of "Internet +education" is in full swing,and the "Children’s Fluent Speaking project" is developed on this basis."Children’s Fluent Speaking Project" is an English enlightenment app for children aged 3-12 launched by Shanghai Fluent Speaking Information Technology Co.,Ltd.in 2019.Unlike traditional education,which is demanding in terms of time and place,online education is quickly gaining a place in every student’s learning life with the advantage of being able to learn anytime and anywhere.However,the operating performance of "Children’s Fluency Project" not only failed to meet expectations,but also led to a decline in both revenue and profit.In this context,I take "Children’s Fluent speaking project" as the research object,based on my objective analysis of the marketing strategy status of children’s fluent speaking project,combined with the marketing principles learned in class,using PEST,SWOT and other analysis tools to analyze the environment of children’s fluent speaking;Combined with the questionnaire survey method,the company’s employees,existing customers and potential customers were investigated to understand the current customers’ consumption level,the focus of choosing educational APP and their attitude to children’s Fluent APP.Combined with the data of the questionnaire survey,the problems existing in the marketing of children’s Fluent APP were analyzed.Based on the further analysis of the problems facing the company,the author of this paper puts forward a new marketing mix strategy for the "Children’s Fluent Speaking project" to help the project survive and develop better.In order to ensure that the new marketing mix strategy of "Children’s Fluent Speaking project" can be implemented and achieve the expected effect,the author designs a perfect plan for "children’s Fluent Speaking project" from the optimization of marketing system,the adjustment of human resources system,the reform of organizational structure and the strengthening of corporate culture.