Research On Kunming Market Service Marketing Strategy Of Light Education Online Business Under The Background Of Double Reduction Policy

The high-speed economic development,The development of science and technology is particularly rapid.Internet education was put forward at the 19 th National Congress of the Communist Party of China.Moreover,outbreak of the epidemic in China in early 2020 promoted the rapid development of online education,and educational institutions began to compete fiercely for a larger market share.As a result,educational institutions began to frantically sell anxiety,false propaganda,coupled with the phenomenon of small institutions running away,parents began to become more and more anxious about education.The voice of the whole society to reduce the burden of education is becoming more and more strong.In the second half of this year,the government issued a document titled "Reducing homework burdens for elementary and middle school students and Education Burdens outside of school." The "double reduction" policy is mainly to reduce the amount of homework for students,so that students can finish their homework in school and have more time to learn about extracurricular activities,so that every child can develop morally,intellectually,physically,aesthetically and physically.Another is to reduce after-class tutoring,try to give students a little more free space and time."Double reduction" directly limits the scale of discipline training institutions,reduces the frequency of extracurricular training,and has a huge impact on the training institutions.This article is under the "Shuang Jian" policy to gently education online business by the kunming market as the research object,using the questionnaire investigation,case analysis,reference literature analysis and other research methods to make the full support,this article from three sides of a is to know the present situation,the second is to reveal problems,three is optimization countermeasures and then carries on the concrete analysis is given.Through "Shuang Jian" policy change on teaching the impact of culture industry,the influence of the competitors as well as the influence of consumer produced the change of the external environment analysis,the swot analysis method to a detailed analysis of education online business,gently further specified under "Shuang Jian" policy to adjust gently education strategic direction.Then through the light education online business STP strategy status quo,service marketing 7.