Research On Network Marketing Strategy Optimization Of ZY Educational Enterprises

In the context of "Internet +",the network is deeply integrated with the traditional industry,and the use of Internet technology fundamentally subverts the traditional business model.The online education industry in the new era has gradually prospered under the background of the Internet,and it is also facing more intense competition and challenges.ZY education enterprises take the lead in getting a place online,but they are relatively weak in network marketing,and the marketing methods are relatively simple.Therefore,it is necessary to change marketing concepts,attach importance to the development of network marketing,formulate effective network marketing strategies,and innovate marketing models.It belongs to its own network marketing channel and wins the training market share in the era of big data in the network.On the basis of expounding the theory of network marketing,this paper takes the network marketing of ZY education enterprise as the specific research object,and compares4 P,4C,4R and network integration marketing theory,using SPT method and SWOT analysis method,combined with ZY education enterprise.At present,the marketing environment and bottleneck problems are concerned,and the current situation of ZY education enterprise marketing is sorted out.It is pointed out that there is a problem of single marketing means,lack of marketing service mechanism,lack of marketing awareness of all employees and lack of personalized products and services,and further analysis.The reason is the lack of strategic thinking in network marketing,the lack of professional talents in network marketing,and the lack of corporate culture in all employees.And further analysis of the marketing environment and market positioning,using SWOT matrix for further analysis,combined with existing problems and in-depth analysis of marketing environment and market positioning,proposes to improve the network marketing organization structure,improve the professional incentive mechanism,and strengthen the after-sales service response mechanism.In cultivating and establishing its own stable and long-term consumers,it can effectively enhance the core competitiveness of the company's main business.This paper takes ZY education enterprise network marketing as the research object,and aims to help ZY education enterprises solve the problems in the online marketing process of online education products through research,and gradually sort out,analyze and solve these problems one by one.The network marketing of the remote online education system is clear,and the guiding opinions and improvement programs are given to the implementation level,which has very important guiding significance for the company.At the same time,it provides experience for other similar institutions in online education system construction and network marketing,and provides a feasible and practical development strategy for the development of online education in China.