Research On The Optimization Of Y Company’s English Online Education Marketing Strategy

In recent years,with the rapid progress of Internet mobile communication technology and the inherent demand of domestic people for education,training,and ability improvement,China’s online education market has developed rapidly.Especially in 2020,the outbreak of COVID-19 has greatly impacted the work operation and learning mode of all walks of life in China,and directly stimulated the explosive growth of online education.Colleges and educational institutions across the country have adopted the strategy of "suspending classes and schools".Online education has become the main way for students and adults to learn,and many online education enterprises have ushered in historic development opportunities,The industry scale and number of enterprises in online education are continuously increasing,business models,product technologies,and service models are rapidly iterating,consumers’user experience is constantly improving,and their dependence on online education is constantly increasing.Top and star enterprises are favored in the capital market.Massive capital funds are pouring into the online education industry,and China’s online education industry has entered a stage of deep competition.However,the rapid development of the industry has also brought many problems,such as internal competition in the industry,disorderly expansion of capital,high learning costs,and distortion of compulsory education.In particular,compulsory education in the compulsory education stage has brought an excessive learning burden to students,and the problem of short-sighted utilitarianism has not been resolved,seriously impacting the development achievements of the national education reform.In order to rectify the teaching chaos in the compulsory education stage,the State issued the "Opinions on Further Reducing the Burden of Students’ Homework and Offcampus Training in the Compulsory Education Stage" in July 2021,which has caused a significant impact on online education enterprises in the compulsory education field.Many leading enterprises have halved their stock prices,contracted the market,and lost customers.They have started in-depth internal reforms and actively sought market transformation,While the vast number of small and medium-sized online education companies are facing a more severe competitive environment and increasing customer acquisition costs,marketing strategy optimization has become a key path to achieve development breakthroughs.Y Company is a small and medium-sized online education company focusing on English education.This article takes the marketing strategy optimization of Y Company’s English online education business as an example,using literature research,questionnaire research,personnel interviews,and other methods to comprehensively analyze the internal and external marketing environment of Y Company,and further analyzes Y Company’s products,prices,channels Based on the actual situation of Y Company,this paper proposes a marketing transformation strategy suitable for the company in terms of marketing issues and weaknesses in terms of promotion,and proposes optimization suggestions for marketing strategies from seven aspects:product,price,channel,promotion,personnel,process management,and tangible display.It also proposes organizational,technical,financial,and institutional safeguards to provide constructive support for the marketing strategies of small and medium-sized online education companies Landable reference and reference.