Research On Marketing Strategy Of Intelligent Education Consumer Goods-Take AI Translation Pen Of Company N As An Example

In recent years,with the rapid development of artificial intelligence technology,the country strongly supports intelligent education.Relying on the improvement of the current policy,technology and other environment,more and more players join the intelligent education track.Since the launch of the intelligent translation pen of N Company in 2018,the competition pressure is increasing year by year,and the market share growth is weak.In this environment,how to maintain the existing market share become a crucial and urgent problem.This paper explores the problems and causes of intelligent translation pens in marketing from the perspective of consumer perception and adoption intention.Firstly,taking the UTAUT model as the core reference,the paper analyzes and thinks from the dimensions of performance expectation,effort expectation,social influence,product image,brand reputation and perceived cost.Secondly,based on the demand of consumers,through the investigation of users and potential users of intelligent translation pens,combining the theory with the actual operation situation,the analysis shows that performance expectation and effort expectation significantly affect users’ purchase intention of intelligent translation pens,and social influence and brand reputation also have an impact on users.Finally,based on the research facts and 4I marketing theory,starting from the four directions of personality principle,interaction principle,interest principle and interest principle,considering the user’s mind,experience sense,content perception and brand favorability,the strategy is constructed.Develop marketing strategies to cultivate consumers’ minds,strengthen consumers’ sense of experience,improve the quality of communication content and enhance brand reputation,so as to open up new ideas and directions for the marketing management of intelligent translation pens.