Research On Marketing Strategy Optimization Of BK Company's Online Education Products

The integrating of Internet and education has brought more imaginary spaces and opportunities to education.Online education burst open the fixed time,different areas and the space limitation,it becomes an important way to alleviate the imbalance of education resource allocation and meet the individual demand for education.In this context,the products and services of Internet education companies become the vehicle of mutual cognition process between enterprises and customers.However,online education products are facing twin pressures in expanding the market: First,the chaotic competition pattern of external market;Second,they need good teachers and to develop excellent products.And current studies mainly focus on the trend and prospects of enterprises,users' use of products,marketing service survey and other perspectives,while the research about online education products' marketing strategy combination is not rich enough.Based on this,this paper takes BK company's online education products as the research object,study on the optimization of its marketing strategy,and it has cardinal realism and reference value for the newly established and growth of online education enterprises.This paper applies the ways of literature learning,questionnaire inquiry and works learning,uses 4P and STP theory to order and evaluate the situation of BK company,identifying issues in its current marketing program by data analysis: First,the quality of courses can not meet the expectations of users;Second,the user's willingness to pay is not satisfied;Thirdly,the portfolio was decried;Fourthly,the distribution channel is too simple;Fifthly,the promotion is lack of creativity;Sixthly,the assessment system is lacking.With that,using SWOT and five forces model,the paper provides fully specify about the environment,and reposition products for BK.It is considered that BK company's marketing strategy should be optimized from the following four levels:(1)In terms of products and services,introducing high-quality teacher resources to polish product quality,forming the value co-production system that users can take part in.(2)For the price,on the basis of the course quality and lecturer's hierarchical pricing.(3)For the marketing ways,on and offline marketing mix realize online platform and offline network interworking.(4)In terms of promotion,the ways are diversified,and experiential marketing and relationship marketing are carried out.At the same time,guaranteeing measures for realizing of marketing tactics from the angles of management system,philosophy of the company,human resources.This paper optimizes the marketing strategy of BK company's online education products,and orders the product positioning strategies at different levels,and then sets the standards of product research and development and takes user needs as the direction to improving service,emphasizes the definitude of the tactic to making a high-quality of teacher team as the core competitiveness.So that BK company has competitive advantages in the same industry competition,then it can expand the scope of business to achieve the established strategic objectives.In addition,the conclusions in the study also bring some beneficial thinking for the online education industry,and benefit to expand the practice of marketing theory.