Research On The Optimization Of Online Product Marketing Strategy Of XX English Training Company

Since 2019,the number of online education users has continued to increase,becoming a new economic growth point to promote the booming development of the online education.XX English training company is a long-term high growth rate of education companies,has become a benchmark enterprise in the education industry in Huizhou.XX English Training Company is located in Huizhou City,Guangdong Province,mainly engaged in K12 extracurricular learning,overseas examination,college students grade examination.In the past two years,the company’s scale and profitability has been greatly improved,in Huizhou,Shenzhen,Nanning,Foshan,Qingyuan,Zhongshan and other eight cities opened 16 branches,On July 24,2021,the General Offices of the CPC Central Committee and the State Council issued Opinions on Further Reducing the Burden of Homework and Off-campus Training for Students in Compulsory Education.The introduction of double reduction policy makes the expansion of English training company continue to grow in complexity.As an English training company in the education industry,K12 online education is one of its main businesses,and it should also adapt to the national policy and adjust its marketing strategy.The study of marketing strategy optimization of XX English Training Company will help to enhance the company’s competitiveness in Huizhou education market,which is conducive to the long-term development of the company.The research of this thesis can provide suggestions on marketing strategy for online products in the same industry.This paper takes XX English Training Company as the research object,and uses 4P theory and case analysis to optimize the marketing strategy of XY English training company.The framework of the paper is as follows: The first part is the introduction,which mainly introduces the research background,research significance,research content and methods,research technology routes and innovation.The second part of domestic and international research status and theoretical basis,including related concepts,theoretical basis and domestic and foreign research status.The third part analyzes online education marketing environment of XX English training company from external and internal angles.The fourth part is XX English training company marketing status,existing problems.The fifth part is the reason analysis of the existing problems.The sixth part is the marketing strategy optimization plan of XX English Training Company.According to the service and products of XX English Training Company,from the aspects of price strategy,channel strategy,promotion strategy,company marketing environment and its actual situation,the company’s products have the following problems.First,the products are lack of competitiveness,and the homogenization is serious;Second,the price is lack of competitiveness,product price system is extensive,lack of flexibility;Third,the depth and breadth of channels are not enough;Fourth,the promotion strategy effect is not in place.To solve the problem,the following methods are put forward to optimize the products and services.First,optimize the product and services,that is,innovate the product form,customize personalized courses and optimize the service in the product process.Second,develop a new pricing strategy.Including demand pricing and discount pricing;Thirdly,channel strategy is optimized in all directions.Including expanding the scope of offline channels,enhance online media channels;Fourth,the promotion strategy optimization.Through the construction of word-of-mouth promotion and service promotion and other optimization programs to achieve the company’s long-term goals,occupy a larger market share.