Research On The Marketing Strategy Of China Accounting Net School

Online Education, which is different from the traditional one, is a new form of teaching. It is very suitable for the commercial operation by adopting marketization. There is fierce competition in the long-distance education market. Therefore, a company has to make appropriate marketing strategy to win the competition.Beijing Champion Technology co. Ltd founded the China Accounting Net School in 2002, complying with the development of online education. It now claims more than 2 million members, up from 10 in 2002. And the sales claims to be more than 100 million yuan, up from several thousand yuan. The fast development owes much to its marketing strategies. At the mean time, there are many difficulties in dealing with marketing strategies. Considering with the actual situation, this paper tends to make a thorough study on the Net School's marketing strategies.This paper analyzes the market situations under the guidance of Marketing Environment Theory, SWOT Theory and Marketing Mix Theory, and points out the present problems of the Net School. Then it is devoted to the analysis of Policy Environment, Society Environment, Economy Environment, Technology Environment and Market Competition situation by applying the Marketing Environment Theory. Based on the former discussion, this paper analyzes the strength, weakness, opportunity and threat of the Net School, and makes a thorough discussion on the Net School's Product Strategy, Price Strategy, Place Strategy, Promotion Strategy by applying the Marketing Mix Theory, and comes to the following conclusions:On Product Strategy: Firstly, Product Differentiation Strategy should be conducted on the teachers, Courseware Technology, service; Secondly, Brand Strategy should be stressed. Finally, non-examination education products should be explored thus enters into the high profits training market in a planned way step-by-step.On Price Strategy: The Net School should continue its former strategy--high price generally, different prices respectively, multi-prices comprehensively. Simultaneously, free courses may be enlarged in order to attract more consumers and enlarge its popularity and find the potential consumers.On Place Strategy: On the one hand, it should strengthen the direct marketing channel and guide the consumers to buy the products directly. On the other hand, the following measures should be put to the distributors----the strengthening of management, assessment, monopoly right, sales promotion support, management skills support, communication and training.On promotion Strategy: E-marketing means such as Internet Advertising, Website Popularization, Sales Promotion and Relationship Marketing should be adopted continuously. The sustainable Internet Advertising should be put and Search Engine should be emphasized.