Research On Marketing Strategy Optimization Of Tencent Classroom Under The "COVID-19 Epidemic"

With the rapid development of Internet technology and the popularization of 5G technology,online education industry has developed rapidly,the market scale has continued to expand,and the number of users willing to pay for learning has also increased year by year.However,many online education companies are facing a crisis due to problems such as expanding market competition,severe product homogeneity,and narrow enrollment channels.How to improve the competitiveness of enterprises and achieve long-term profitability is a major problem faced by online education companies.In 2020,the "new coronavirus" epidemic broke out in my country.The Ministry of Education issued guidelines for online learning.Online learning platforms have aroused people’s attention,and online education has ushered in a spurt of development.Capital is rapidly integrated into online education companies,various online education products are emerging in an endless stream,and market competition among companies is increasing day by day.At this time,choosing a suitable marketing strategy is particularly important.Taking Tencent Classroom as an example,this paper studies the marketing strategy of the online education platform,aiming to optimize the marketing strategy and promote the stable and healthy development of the online education industry.The main research contents are:first,to understand the research status of online education and marketing strategies on the premise of sorting out domestic and foreign literature;secondly,to introduce Tencent Group and Tencent Classroom,and to analyze Tencent Classroom from four aspects:product,price,channel and promotion.Analyzed the marketing strategy of Tencent Classroom,and pointed out the existing problems respectively;used the PEST model to analyze the external macro environment,combined with the challenges and opportunities brought by the epidemic to Tencent Classroom,pointed out that Tencent Classroom is currently facing a severe competitive situation;finally,According to the existing problems,the targeted optimization of the marketing strategy combination plan suitable for the development of Tencent Classroom will improve user stickiness and competitiveness,thereby promoting the healthy development of the enterprise.The research conclusions are mainly reflected in product strategy:first,change marketing ideas,consider the impact of the epidemic,focus on user needs,and refine operations;second,implement marketing strategies for product and channel combinations,optimize product upgrades,and innovate marketing plans;Third,expand offline channels,innovate on-theground promotion channels,strengthen government-enterprise,schoolenterprise cooperation,and at the same time carry out corporate training to broaden customer channels;fourth,improve the evaluation of the implementation effect of marketing strategies,strengthen marketing audits,improve the evaluation system,and promote evaluation.The results play a role in the optimization of marketing strategies;fifth,increase the education courses on epidemic prevention and control in the classroom,strengthen the cooperation between enterprises and schools,and improve their own image and reputation while contributing to the epidemic prevention and control work.This paper studies the optimization strategy of Tencent Classroom in the context of the epidemic,and puts forward countermeasures for online education industry under the sudden change of external environment.These measures improve its competitiveness,and provides reference for the development of related industries.