Research On Marketing Strategy Of K Company’s Online Vocational Education Products

In recent years,the mobile Internet industry has developed rapidly,and the online education industry has also emerged.Online education is a powerful supplement to offline education.With the entrance of Internet giants and various types of training institutions,the competition in this emerging industry is becoming increasingly fierce.In order to cope with the increasing demand for education and training,online education companies need to clarify their training positioning and development direction,and find a marketing strategy suitable for the long-term profitable development of online education industry.This paper takes K Company,a domestic online vocational education company,as the research object.Based on the research on online vocational education and marketing theory at home and abroad,it analyzes the marketing environment of K company through PEST,SWOT and other analytical tools.And student satisfaction questionnaire according to the K company,marketing personnel interview,and the acceptance of the general public for online education questionnaire,combing K company at present the main problems and reasons in marketing management,and then the 4 c theory respectively from customer demand,customer cost and customer convenience,customer communication four aspects put forward advice to improve its marketing strategy and optimization scheme.After the research,this paper found that the following:four aspects can be used to optimize the marketing strategy of K Company’s existing problems:1.Customer demand strategy follows the principle of differentiation,increase the additional services and added value of products and create the concept of "student circle" community;2.Customer cost strategy:Reduce customer cost through multiple pricing and combination promotion;3.we should not only pay attention to the convenience of learning courses,but also improve the convenience of purchasing and acquiring courses by increasing offline marketing channels;4.Establish customer communication and feedback mechanism,shape word-of-mouth marketing and improve after-sale service quality of courses.The optimization of these marketing strategy plans needs to be guaranteed and realized by creating an efficient marketing team,formulating reasonable incentive plans and improving the customer value-oriented service system.At the same time,K company can make full use of the optimization of these strategies to give full play to the internal unified competitive advantage,explore a broader industry market,and promote the long-term sustainable development of the enterprise.It is hoped that the research results of this paper can also provide reference and reference value for other online vocational education service enterprises in China,and improve the accuracy of their customer service.