Research On YD Online Education Marketing Strategy Under The "Double Reduction" Policy

The development speed of online education is accelerating,and its proportion in the education market is getting higher and higher,playing a more and more prominent role.Under the "Double Reduction" Policy,good external environment and strong market demand have become an important force to drive the development of online education.More and more enterprises have begun to develop online education business,which has increased the competition intensity of online education market.However,different online education enterprises have adopted different online education models and competitive strategies.This paper takes YD as the research object,through analyzing its marketing strategy,it proposes a marketing strategy suitable for its own characteristics,which provides ideas for enterprises to break through difficulties and achieve their long-term development in the future.This is also conducive to enterprises to clarify their own positioning and adjust their marketing strategy in time.It also hopes to provide reference for other online education platforms to build more reasonable and effective marketing strategies.In the process of researching YD online education marketing,this paper selects a marketing strategy that matches its development on the basis of in-depth analysis of the marketing environment it faces.Firstly,after combing the relevant research of domestic and foreign scholars,this paper understands the marketing strategies adopted by YD online education products in the process of operation through investigation,and further analyzes the existing problems and causes of YD marketing.Secondly,through the analysis of YD online education marketing environment in the macro environment and industry environment,the advantages,disadvantages,opportunities and threats of YD online education are further analyzed.SWOT analysis is carried out to find out the marketing strategy suitable for YD online education marketing environment.Third,through the case study of "English fluency",find the reference experience of marketing cases.Finally,based on the analysis of STP market positioning,the optimization scheme and safeguard measures of YD online education marketing strategy are proposed by using 4Ps marketing theory.In the process of conducting research on online education marketing,on the basis of in-depth analysis of the marketing environment it faces,select marketing strategies that match its development.Firstly,after combing the relevant research of domestic and foreign scholars,this paper understands the marketing strategies adopted by YD online education products in the process of operation through investigation,and further analyzes the existing problems and causes of YD marketing.Secondly,through the analysis of YD online education marketing environment in the macro environment and industry environment,the advantages,disadvantages,opportunities and threats of YD online education are further analyzed,and SWOT analysis is carried out to find out the marketing strategy suitable for YD online education marketing environment.Third,through the case study of "English fluency",find the reference experience of marketing cases.Finally,based on the analysis of STP market positioning,the optimization scheme and safeguard measures of YD online education marketing strategy are proposed by using 4Ps marketing theory.The research in this paper will help to build a scientific and reasonable competitive strategy for YD online education products,so as to improve the quality of its marketing.At the same time,the research in this paper will also have a positive reference for domestic education enterprises to formulate competitive strategies and optimize marketing strategies.Through the research on YD online education,the following conclusions are drawn: product is the core content of YD online education,price directly affects the income of enterprises,market competitiveness of brands is improved through channel cooperation,and promotion strategies need to be further improved.YD online education also needs to dynamically research the market,understand customer needs,and continuously optimize its competitive strategy,so as to build a long-term competitive advantage.