Research On The Optimization Of Precision Marketing Strategies Of Z Foreign Language Online Educational Institution

In recent years,especially after the outbreak of COVID-19 in 2020,Internet education companies have become the hottest spot.However,after the bubble bursting of Internet enterprises in first-tier cities and the introduction of relevant education policies after 2021,the money-burning marketing is no longer suitable for the Internet,especially for Internet education enterprises.Putting forward higher requirements for the business model and development strength of enterprises in the industry,especially under the condition of rapid development of information technology and more accurate positioning of enterprises and products,How to improve the market competitiveness of online education enterprises through accurate marketing is a new topic for enterprises and a new field that marketing must be deeply cultivated.Enterprise marketing and business model innovation through precision marketing is an important breakthrough for online education enterprises to break the siege.This paper takes Z foreign language online education institution(Z institution for short)as a case to study the optimization of big data online education precision marketing strategy.Institution Z is a multilingual online education institution,focusing on Japanese,English,German,Korean,Western and French courses.The institution has strong teacher resources,10 years of live teaching experience,leading the industry,and has a certain popularity.However,agency Z is currently facing such prominent problems as high cost of customer acquisition,low conversion rate of front-end payment,and insufficient personalized service for users.In the long run,the enterprise’s benefits will decline.The inadequacy of corporate profits directly reflects the inadequacy of Z organization in formulating marketing strategies.Therefore,through the study and research of the relevant theories of precision marketing,combined with the understanding and analysis of the marketing environment of Z institution,the author puts forward the suggestions on precision marketing strategies of Z foreign language online education institutions.First of all,it starts from the theory related to precision marketing,including the concept and characteristics of precision marketing,as well as the 4R criteria(Right time,Right channel,Right consumer,Right information),AARRR(Acquisition,Activation,Retention,Revenue,Referral)model(pirate model)based on Precision Marketing,which lays a solid theoretical foundation for the follow-up precision marketing research.Secondly,based on the case of Z foreign language online education institution,this paper expounds the current macro marketing environment and micro environment of online education products,as well as SWOT(Strengths,Weaknesses,Opportunities,Threats)analysis——as a online education institution that give first place to small language,Organization Z has excellent teachers due to its geographical advantages,but there is still a big gap in technology and product development,marketing and operation compared with front-line Internet companies such as Beijing,Shanghai and Guangzhou.Faced with changes in consumer demand and the entry of famous teachers’ personal brands,the necessary for precision marketing is highlighted.In addition,based on the AARRR model,the marketing process of Z foreign language online education institutions is analyzed,and the existing problems of precision marketing are put forward.Thus,the marketing strategy of accurately acquiring target users,carrying out precision marketing based on the 4R rule,and the marketing strategy formulation of user refined operation are proposed;Finally,the paper puts forward some suggestions on the precise marketing guarantee measures for Z foreign language online education institutions.