Research On Marketing Strategy Of A Company’s Online Education Product

Throughout the current market development trend of online education in China,the market size,the number of companies and the number of users in the whole field have maintained a stable and rapid growth.At the same time,the industry has presented a new situation of diversified development forms,differentiation of education products and diversification of service channels.Driven by capital and technology,Chinese Internet online education companies have shown great development potential in the online education market.However,at the same time,the education industry is also facing certain challenges.Although Internet online education companies contend,they are also faced with certain challenges of market competition and business realization.The use of correct marketing strategies has become an issue that these online education technology companies should pay attention to.As an online education and vocational training enterprise mainly aimed at in-service employees and graduates,how to improve the marketing strategy to make the company grow continuously is A problem worth studying.The thesis takes Company A as the main research target,and uses 4P marketing model to carry out marketing strategy research on Company A’s online education project.First of all,according to the current marketing status of Company A,problems may exist in the marketing strategy of Company A,such as low product recognition,price does not meet the psychological expectations of users,low acceptance,extensive marketing channels,single promotion forms and so on.Secondly,by sending the designed questionnaire to the users of A Company’s products and conducting in-depth research,investigation and analysis of the existing problems,it is found that A company does have four difficulties in the level of product marketing strategy:(1)the product recognition is not high,and there is no market competition;(2)Incorrect product price positioning and low market acceptance;(3)The product marketing channel is relatively simple,and it is difficult to obtain traffic;(4)The promotion strategy is not rich,the conversion rate is not high.Finally,according to the conclusion of analysis,the paper provides A marketing strategy improvement plan for Enterprise A from four dimensions: product,pricing,channel and promotion.The study of A company’s marketing strategy can provide some enlightenment for other online education companies to formulate marketing strategies.In this process of exploration,A company can further understand the current market competition situation,seek new marketing strategies,and also promote the company to do a good job in strategic layout,laying a good foundation for future business development.