| In recent years,with the development of "Internet plus" education,more and more new technologies and methods have been applied to education and teaching,especially in 2016,the "national strategic emerging industry development plan" released by the State Council in 13 th Five-Year.The state has vigorously promoted the application of AI technology in various fields.With the advent of the automatic scoring technology based on language,the technology has gradually become more and more popular.It has become a reality to make use of information technology to carry out normal oral English teaching and examination.The integration of English teaching and information technology,the use of information technology means to achieve intelligent oral English teaching,wisdom,is a strong performance of the implementation of education information 2.0 action plan.It has achieved great success and increased the competition of related education product development enterprises.When the State Council’s Opinions on the Implementation of Deepening the Reform of the Examination and Enrollment System was issued in September 35,2014,the reform of the entrance examination for high school and college was launched one after another,and the oral English test was introduced into the entrance examination for high school and college in many places,and the results were included in the total score.Among them,Guangdong Province took the lead in changing English listening to spoken English in the high school and college entrance examination.Subsequently,Shanghai,Beijing and other places followed suit to reform the entrance examination,especially in the reform plan of the entrance examination organized by prefecturelevel cities,the proportion of oral examination is increasing.At present,there are mainly two modes of oral English test: "human test" and "man-machine test"."Human test" refers to the dialogue between the examiner and the students,while "manmachine test" refers to the dialogue between the machine and the students.Comparatively speaking,"man-machine examination" is more flexible.It can also save a lot of human resources,so the "man-machine test" is gradually becoming the mainstream in the current oral English test area.Against this background,More and more enterprises focus on the research and development of man-machine dialogue system for oral English test,which further intensifies the market competition faced by such enterprises.In the current marketing process,marketing strategy is an important part of the development of enterprises.Therefore,under the background of more and more Internet education technology enterprises developing the man-machine dialogue system for oral English test and increasing competition,It is necessary to study the marketing strategy of Internet education technology enterprises in oral English test business.This paper combines the relevant theories of marketing strategy and my working experience in education-related industries.Taking The oral English test business of HYT Company as a case study,the external marketing environment of oral English test business of HYT Company is deeply considered through the analysis models of industry environment analysis,PEST analysis and market competition environment analysis.It also fully summarizes the current situation of the marketing strategy of the oral English test business of HYT Company,finds out the existing problems,and analyzes the causes of the existing problems in detail.Finally,combining STP analysis and 4PS related theoretical analysis framework,Considering the market positioning of HYT company’s oral English test business,and from the product,price,channel,promotion and other marketing strategies to put forward suggestions for improvement,and give the guarantee measures of HYT company’s oral English test business marketing strategy.The conclusions of this paper are as follows:In the context of the current overall macro-environment,political,economic,social and technological factors are all conducive to the development of the education industry,and the oral English test business is also riding the wind and waves to embark on this rapid development opportu nity,even if it is such a good situation.For the spoken English test business,The bargaining power of customer groups is still strong,the same industry competition,potential competition and substitution matching are relatively large,so there are market positioning problems,product strategy problems and price problems in the marketing strategy of HYT company’s oral English test business.The reasons for the marketing problems of HYT Company’s oral English test business are as follows: the original target positioning is wrong,the product technology iteration is slow,the price has no differentiation advantage and the competitiveness is insufficient,and the sales channel personnel There are five reasons for the insufficiency and the lag of the original promotional activities.Aiming At the problems existing in the marketing strategy of HYT Company’s oral English test business,this paper puts forward some suggestions for improving the marketing strategy of HYT Company’s oral English test business from six angles of market positioning,product strategy,price strategy,channel strategy and promotion strategy.And from the establishment of a more perfect marketing organization system,building a scientific marketing culture,the establishment of market information investigation mechanism,incentive policy adjustment four points put forward HYT company oral English test business marketing strategy implementation guarantee.Oral English,as a language communication tool,is closely related to everyone’s life,study and work.With the adjustment of the reform system of enrollment and examination,the scope of oral English test has been expanding,and the market demand is particularly prominent.The development prospects are immeasurable.This paper studies the oral English test business of HYT Company,which not only provides practical suggestions for the English test business of HYT Company,but also provides reference for other enterprises. |
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