Research On The Marketing Strategy Of A University’s Lifelong Learning Platform

The 20 th National Congress of the Communist Party of China emphasized the need to build a learning society and a learning-oriented country where lifelong learning is embraced by all.With the development of the times,lifelong learning has become an important means to achieve comprehensive human development.In the current lifelong learning industry,two types of teaching content-vocational non-degree education and adult general education-are highly valued and have vast prospects and development opportunities.A University is a multi-disciplinary research-oriented national key university with a complete coverage of the entire field of electronic science and technology,with electronic information as its core.Today,supported by policies and good market opportunities,the Continuing Education College of A University plans to build an online lifelong learning platform based on the university’s unique characteristics and resources,focusing on the field of electronic information.However,the new learning platform differs from all the previous teaching models of the Continuing Education College of A University,and poses a new challenge.To ensure the successful entry of the new platform into the market,it is necessary to analyze the market environment that the platform will face,identify the platform’s market positioning,and develop a reasonable marketing strategy.Thesis focuses on the upcoming lifelong learning platform of A University as the research object,and combines relevant domestic and foreign studies on the development of the lifelong education industry,profit models and marketing strategies in the education industry to clarify the important theories and related methods for developing marketing strategies.Firstly,using the PEST theory and SWOT model,Thesis analyzes the market environment in which the research object operates,and based on the situation of A University,concludes that A University’s lifelong learning platform must have a clear product positioning and achieve precise marketing based on the needs of the target user group,in order to succeed in the market.Therefore,Thesis uses the STP theory to segment the lifelong education industry,and based on A University’s own situation and market prospects,determines the target market and product positioning of the research object.Then,Thesis explores the potential needs of the target user group of the research object through four methods: online hotspot investigation,competitor investigation,questionnaire survey,and interview survey.Finally,based on all the research and analysis results,Thesis proposes a 4P marketing theory-based marketing strategy for the research object,which includes a product system consisting of mobile products,educational content,and operational services;a pricing system aimed at promoting lifelong learning and establishing brand image;a channel system that promotes joint development of internal and external resources and combines online and offline operations;and a marketing approach system that emphasizes the four aspects of interest,interaction,personalization,and entertainment.The purpose of these four marketing strategies is to provide sufficient decision-making basis for the marketing strategy of the research object.In the context of dual support from policies and the market,developing reasonable marketing strategies can help A University’s lifelong learning platform gain a foothold in the market and obtain opportunities for sustained and healthy development.The marketing strategies proposed in this thesis can enrich the marketing cases of lifelong education in universities,provide reference and assistance to the development of lifelong education in other domestic universities,and contribute to the construction of a learning society.