Research On Marketing Strategy Of K12 Online Education In H Company

With the deepening of informatization in China,"Internet +" has entered the vertical field of traditional industries.The size of the online education market is also accelerating.By the end of 2018,the market size of K12 online education alone has exceeded 500 billion yuan,and the market competition has become more fierce.Since the establishment of H Company,from the service operator of K12 online education to the process of becoming a K12 online education one-on-one tutoring education platform,although there have been more users under the traditional model,how to improve these users’ access to the mobile Internet How to expand the market in the presence of competition with other companies that have been focusing on K12 online education and even those companies that have achieved greater advantages are all issues that H company needs to face in its future development.This article found through investigation that the marketing status of H company’s K12 online education is mainly reflected in multi-product marketing,price war marketing,multi-channel marketing,word-of-mouth marketing,etc.At the same time,H company mainly has advantages in product innovation capabilities,target customer positioning,and basic education resources.However,in the context of the Internet,Company H is also facing many practical problems,such as homogenization of product development,improper pricing of marketing products,insufficient integration of online and offline promotion channels,and low conversion rate of online free registered users.problem.Regarding the current problems of company H’s online education,this article combines SWOT analysis and PEST analysis to study the company’s marketing environment from a macro and micro perspective.At the same time,using 4P marketing theory to study marketing strategies from four different angles,optimize them,and put forward corresponding measures and suggestions for improvement.Specifically in terms of products,attention should be paid to product content differentiation,optimizing and upgrading product functions,and optimizing member experience.In terms of pricing,we should try a demand classification-oriented pricing strategy,while sticking to a pricing strategy that combines a free model and a fee model.In terms of channels,marketing channels should be innovated and search engine SEO keywords should be optimized.In terms of promotion,promotion advertising should be optimized,and online and offline promotion should also be increased.Finally,through the rational allocation of corporate resources,supported by a strong corporate culture;at the same time,a matching organizational structure is used as a guarantee to further enhance the core competitiveness of the H company’s K12 online education and guidance platform.