Research On Marketing Strategy Optimization Of IFLYTEK’s Student Tablets Based On The Current Consumption Behavior Among Secondary Students’ Parents

Over the recent years,benefited from maturing AI technology,domestic favorable policies and economic development,educational intelligence hardware products such as student tablets are booming.As a leading entrepreneur in China’s AI industry,i FLYTEK enters the most competitive market of student tablets designed for secondary students’ parents.However,as a late starter,coupled with ineffective marketing strategies,its business is not going well and its market share still lags far behind pioneers in this field.The thesis aims to give i FLYTEK some suggestions of optimizing its marketing strategies of student tablets through research and analysis.The thesis begins with “posing problems-analyzing problems-solving problems”.First of all,it analyzes the macro background and industry market background of i FLYTEK’s student tablets,and presents its current opportunities and challenges.Meanwhile,based on 4P marketing theory,the thesis identifies the major problems and reasons of i FLYTEK’s marketing strategies by investigating its related employees.Then the thesis analyzes its business environment and the competitiveness of three major competitors by means of PEST and Porter’s Five Forces Model on the macro and micro level,providing some references to optimizing its marketing strategies.In addition,through surveying parents of secondary students,main target consumers of i FLYTEK student tablets,the thesis clarifies their core needs and preferences and provides a clear direction for optimization.Finally,the thesis presents main contents and directions of its optimization in terms of products,price,distribution channels and promotion.It proposes optimization strategies of products based on customer core needs,of price focusing on consumer perceived costs,of distribution channels combining online and offline businesses,of promotion based on customer information acquisition habits.Furthermore,for ensuring smooth and effective implementation of marketing strategies,the thesis proposes the implementation plans and supporting measures in terms of policy,personnel,capital and technology.According to theoretical guidance of relevant marketing theories and references,combined with i FLYTEK’s experience in marketing and data analysis based on interviews and questionnaires,the thesis will definitely give some inspirations to i FLYTEK for marketing student tablets.