Research On The Marketing Strategy Of Lanzhou New Oriental Children’s STEAM Course

With the continuous progress of society,all countries have realized the importance of science and technology,whose development cannot achieve without comprehensive scientific and technological talents.As early as 1896,the United States took the lead in proposing STEM education.The purpose is to develop interdisciplinary comprehensive education and cultivate high-tech talents in the new era for the United States.STEM education has also begun to be valued in developed countries around the world.Some countries have also upgraded STEM education to a high level and taken it as one of the factors to enhance global competitiveness.In the development and evolution of STEM education,it has gradually evolved from a single style to STEM+ and other STEAM education,and its related theories and policy support are also constantly being improved.STEM education was introduced to China in 2007.Since then,many scholars and practitioners have also explored the localization of STEM education in practice.Although some achievements have been made,after all,China’s STEM education has just started.Lately,a mature market has not yet formed,and there are no leading companies in the industry.At the same time,related theoretical foundations and marketing systems are relatively scarce.Therefore,for STEM education,China is still in the exploratory stage,and there are many urgent problems to be solved.This article is based on the company’s existing business,with the transmission from the children’s international English to the children’s STEAM education project.Its aim is to design a marketing strategy for the project.The passage first analyzes the macro marketing environment encountered by the project with the PEST analysis method,then establishes the Porter Five Forces Model to analyze the competitive environment faced by the project,and finally uses the SWOT Analysis Method to analyze the advantages,disadvantages,opportunities,and threats of the project from inside and outside.With the conclusions of the above analysis,the STP Analysis Method is adopted to divide the market segmentation of STEAM courses,determine the target market and market positioning,and lay the foundation for the formulation of marketing strategies.Combining the advantages and disadvantages of traditional 4P,4C,and 4R marketing theories,using a combination of marketing strategies,from "product→relevance←consumer ","price→reward←cost","place→reaction←convenience" and "promotion→relation←communication",the passage is to construct marketing strategies based on the four dimensions,and give the guarantee measures needed for the implementation of the STEAM course marketing strategy used in children’s course in New Original Education&Technology Group in Lan ZhouIt is hoped that through the research and analysis of the marketing strategy of children’s STEAM courses,it can provide theoretical basis and reference for project transformation,it is also hoped to assist the company in opening new markets and improve the marketing level.At the same time,this article is hoped to provide reference for similar STEM course marketing models in China and make contribution in theoretical significance.