Research On Marketing Strategy Of H Company Online Education

In recent years,with the popularity of mobile terminals and the rapid development of 5G,"Internet plus education" has developed rapidly.Especially during the outbreak of new coronavirus pneumonia in 2020,the Ministry of education put forward the guidance of "no school suspension",which made online education deeply rooted in the hearts of the people.China’s online education industry has achieved explosive growth,especially in K12 stage,online education has been widely used.With the influx of capital and the rapid transformation of 5g,Internet,Internet of things,artificial intelligence and other technologies in terminal applications,China’s online education has entered a new period of development opportunities.However,too fast development will inevitably lead to problems.A large number of funds have flowed into K12 online education enterprises,which has caused market chaos to a great extent,such as vicious competition,advertising bombing,false advertising,arbitrary charges,lack of qualification,difficulty in refunding and other phenomena emerging one after another.The excessive publicity of enterprises has also caused educational concerns of the whole society.In order to standardize the market order,in July 2021,the general office of the CPC Central Committee and the general office of the State Council issued the opinions on further reducing the homework burden and after-school training burden of students in the stage of compulsory education.The policy adjustment is undoubtedly a major blow to k12 education and training enterprises,and the company urgently needs to optimize its marketing strategy.H company,founded in 2003,is an educational technology company integrating science and technology into education and teaching,mainly engaged in K12 students’ off campus training and counseling.Taking H company as the research object and using the method of literature research,this paper introduces and analyzes the current situation and problems of K12 online education product network marketing of H company:in terms of market positioning,H company currently pays too much attention to subject education;In terms of products,there are problems that the course content exceeds the outline and the course arrangement is unreasonable;In terms of price,there are problems of consistent price and high unit price;In terms of promotion,there is the problem of over reliance on capital investment;In terms of personnel,there are defects in the allocation of teachers and training methods.Then,the macro marketing environment of K12 online training of H company is analyzed by PEST analysis method,the competitive environment of the industry is analyzed by Porter’s five forces model,the advantages,disadvantages,opportunities and threats of H company are analyzed by SWOT analysis method,and the positioning of K12 online training of H company is analyzed by STP theory.Based on the above analysis,under the background of the "double reduction" policy,it is proposed that the market positioning of H company should be adjusted as:relying on high and new technology,facing ordinary families,and providing inclusive,subject and non subject training courses suitable for K12 students on the premise of complying with regulatory policies.Using 7PS marketing strategy combination theory to design feasible marketing strategies for H company,this paper puts forward optimization suggestions:in terms of products,innovate the content of teaching products and create an intelligent learning environment;In terms of price,adopt regional pricing strategy according to local conditions,formulate product portfolio and adopt differential pricing;In terms of promotion,use users’word-of-mouth for publicity,participate in public welfare activities for publicity,and give preferential treatment to old customers;In terms of channels,share learning platforms and adopt fission marketing strategies;In terms of personnel,improve the service ability of head teachers,improve the service ability of sales personnel,and formulate staff code of conduct;In terms of process management,standardize the early marketing action,improve the teaching service process,and do a good job in the later evaluation of the course;In terms of tangible display,optimize the offline network environment,optimize the web page and app display interface.It also gives safeguard measures for the smooth implementation of marketing strategy in two aspects:personnel management and technological innovation.From a theoretical point of view,through the analysis of the specific enterprise H company,this paper puts forward the specific and feasible marketing strategies and Strategies of K12 online education enterprise under the background of "double reduction"policy,which will expand the service marketing theory in the field of online education under the background of Internet.This paper not only provides reference for K12 online education,but also provides reference for other enterprises in terms of online marketing practice.