Research On Service Marketing Strategy Optimization Of D Company’s E-learning Platform Business

With the wide application of Internet technologies,online education has developed rapidly.Because of its advantages of flexible time,small space,high efficiency and convenience,multiple training methods and comprehensive diversity,online education market space is huge.As a branch of online education market,enterprise online education is also more and more respected by enterprises and individuals.China’s online education users will exceed 400 million in 2020,with a market scale of 257 billion yuan,a year-on-year increase of 35.5%.It is expected that the growth rate of market scale will maintain between 19-24% in the next three years.The scale of enterprise online learning market is about 39.68 billion yuan,which will maintain a stable growth rate in the future.Therefore,in the long run,the future development prospects of online education are generally favored by investors.In this process,the major network training institutions and Internet companies must consider from the aspects of content resources,platform construction,operation management,service and marketing,so as to win in the market competition,and the marketing strategies of training service enterprises are very important.Company D entered the Chinese market in 2003.Company D ’s online training business mainly provides users with online learning platform,systematic training courseware,customized course design and production services to help customers improve the EHS professional skills and management skills of enterprise employees.However,company D began to promote its E-learning platform in the Chinese market in 2017,so far,its performance has been mediocre.In 2018,the revenue of online training business in China was US $0.48 mm,accounting for only 2% of the total revenue in China,with an increase of less than 10% in 2019.In 2020,the revenue of online training business in China was US $0.61 mm,accounting for only 3% of the total revenue in China.It can be seen that the E-learning platform has a lot to be improved in terms of marketing strategy.This paper is based on the background of online education industry in China and abroad.In order to solve the problem of slow business growth in company D,this paper will focus on the service marketing strategy of company D,using the marketing research methodologies,case analysis and survey,analyzes the internal situation,market environment and SWOT of company D,and combines with marketing in management In order to get a better development,this paper tries to find an effective improvement method for its service marketing.This paper can help D company accelerate the business development,and also can help other online education enterprises to optimize their service marketing strategies.