Research On Marketing Strategy Optimization Of H Online Education Company

With the help of the iterative development of network and science and technology,online education enterprises have entered the public’s field of vision,and the traditional education model has been challenged to some extent.Especially in early 2020,the new type of coronary pneumonia broke into people’s lives and disrupted teachers’ teaching plans.In response to the national policy,domestic primary and secondary school students took the lead in opening online teaching,and then universities resumed their studies in an orderly manner by using the resources of the Internet platform.This has changed the traditional teaching method,from offline teaching to online teaching,which makes online education ushered in the spring.In the "post-epidemic era",the competition among domestic online education enterprises is becoming more and more intense,due to the serious homogenization of online education products,the single sales channel and the insufficient investment in marketing efforts,etc.,most of the enterprises operating difficulties lead to losses,it is difficult to run steadily.How to make long-term profit of online education is a common problem faced by enterprises.How to optimize the marketing strategy,as soon as possible to adapt to the new market environment to win opportunities,has become an urgent problem to be solved.In this paper,taking H Company as the research object,aiming at the current marketing situation of the company,using 4P theory and other marketing theory knowledge,the marketing strategy is optimized.Firstly,this paper summarizes the research situation of marketing,online education and marketing strategy of online education enterprises at home and abroad by means of literature analysis;Then,it expounds the general situation,development status and marketing status of H company.Then it analyzes the problems and reasons existing in the marketing process,and then expounds the specific optimization scheme combined with the optimization principle and marketing environment;Finally,the safeguard measures to promote the effectiveness of the scheme are expounded.In this paper,the optimization of H company’s product marketing strategy is studied,hoping to bring into play its brand advantage,improve its product popularity and expand its market share,and at the same time provide reference for other online education enterprises’ marketing strategies.It is hoped that this study will play a reference role in the market expansion of late-developing enterprises.