Research On Marketing Strategy Optimization Of K Company’s Zhixue Network

"Teaching students in accordance with their aptitude" is an important principle and method of teaching,but restricted by objective conditions,it is difficult to implement it in teaching practice for a long time.With the deep application of big data,artificial intelligence and other technologies in the field of education,relying on intelligent technology to collect and analyze students’ daily academic data can accurately locate each student’s weak knowledge points and the optimal learning area,so as to help teachers carry out targeted teaching activities,customize learning paths for each student,and make "teaching students in accordance with their aptitude" possible.In this context,some educational information manufacturers have launched precision teaching products for school application scenarios,which are committed to the realization of teachers’ precision teaching and students’ personalized chemistry.However,as a new thing,precision teaching products encountered some difficulties and resistance in the process of promotion and use.It is urgent for enterprises to make adjustments in product marketing strategies to adapt to market demand and make precision teaching products benefit more schools and teachers and students.Taking zhixue.com,a precision teaching platform of K company,as an example,this paper adopts the methods of literature research,case analysis,interview and questionnaire survey,based on 4Ps marketing mix theory,using pest,Porter’s five forces model,SWOT and other analysis models to study the marketing strategy optimization of zhixue.com,In order to find a universal law for the marketing of precision teaching products.First of all,this paper introduces the basic situation of K Company and Zhixue network,and makes a preliminary analysis of the internal resources and capabilities of the company,so as to provide the basis for the SWOT analysis;Using PEST analysis method,this paper analyzes the macro environment of Zhixue network marketing,and finds out the macro factors that have an important impact on marketing;Using Porter’s five forces model,this paper analyzes the industry environment of precision teaching products,and finds out the meso factors that have an important impact on marketing;By comparing zhixue.com with its four main competitors,we can find the micro factors that have an important impact on marketing;On this basis,this paper makes a SWOT analysis of zhixue.com of K company,finds out its strengths,weaknesses,opportunities and challenges,and concludes that zhixue.com should adopt the marketing strategy of combining so and Wo,that is,to give full play to the company’s core strengths,make up for the weaknesses of its products,seize the market opportunities,quickly expand the market scale,and take the lead in the competition,This is the macro guidance of the next marketing strategy adjustment.Secondly,according to the theoretical framework of 4Ps,this paper summarizes the current marketing situation of zhixue.com,and its main characteristics are as follows: first,the corresponding products are launched according to the financial and non-financial sources of procurement funds.Second,the national unified price,price control is very strict.The third is channel sales,supplemented by direct sales.Fourth,aiming at the key people in the purchasing decision-making chain and elaborately designing the promotion strategy.On this basis,based on the author’s work experience,Zhixue background data,customer interviews and questionnaire survey,we find out the problems existing in Zhixue marketing,which are as follows: first,in terms of product strategy,there are conflicts between Zhixue’s two kinds of product sales,the question bank resources are difficult to meet the needs of customers,the accuracy of personalized homework is not enough,and the service quality needs to be improved.Second,in terms of price strategy,the regional economic development differences are not considered in pricing,and the headquarters’ price control is too rigid.Third,in terms of channel strategy,direct sales which can bring more sales gross profit are not valued,channel sales efficiency is not high,agents are mixed up,and lack of management.Fourth,in terms of promotion strategy,the commonly used promotion means are not satisfactory,and do not pay attention to the work of product users.Thirdly,in view of the existing problems in marketing,this paper puts forward the optimization measures of marketing strategy from four aspects of product,price,channel and promotion.The specific measures are as follows: first,in terms of product strategy,it is necessary to launch differentiated products for different customers,make up for the shortage of resources,improve product functions,promote the use effect of products with high-quality services,and pay attention to the brand image construction of teachers and students.Second,in terms of price strategy,it is necessary to establish price echelons,relax pricing authority,and enhance customers’ perception of product value.Third,in terms of channel strategy,we should increase the proportion of direct sales,improve channel management measures,and try to develop new channels.Fourth,in terms of promotion strategy,we should speed up the construction of model schools,play a leading role in radiation,focus on the effect,continue to do a good job in advertising optimization,and reduce the threshold of customer payment.Finally,from the organization,human resources and technology and other three aspects of security measures,so that the company’s marketing resources to Zhixue network,such as customers just need fist products,to ensure the smooth implementation of the optimization strategy.In this paper,through the research on the optimization of the marketing strategy of K company’s intelligent learning network,we can get some experience and find the marketing rules of precision teaching products,which can not only provide reference for the marketing of precision teaching products,but also provide reference for other education information manufacturers to carry out marketing,promote the development of China’s education information construction,and make good intelligent education products benefit more teachers Students,improve efficiency,reduce the burden.