Shanghai Creative Education And Technology Co., Ltd. Online Education Product Marketing Strategies

With the development of Chinese society, E-education is getting favored by more and more people, which leads to a new prosperous industry — E-education product market. But facing with this completely new products and market, many an E-education marketer is not well aware of how to promote their products. Shanghai Newsway Educational Technology Co., Ltd. has developed a unique product for vocabulary mnemonics aiming at senior middle school students - Storming English, but to its great surprise, it suffered a big setback during its market promotion period. Involved in the capital predicament and the imitation from the competitors, how to get out of the traditional promotion thinking for educational products, how to investigate this e-educational product from a new angle, and how to find out a suitable promotion strategy so as to make its product penetrate into the market is the key problem for Newsway company. Therefore, the article proposes a series of suitable promotion strategies with the relevant theory in market promotion as well as the characteristics of Storming English.At first,the article introduces the E-education and its relevant products then puts forward questions leading to the purpose of writing this article. Chapter 2 states the current situation of Shanghai Newsway and Storming English. In this chapter, the author also reviews Newsway's market promotion strategy, and finds out reasons to its failure: one is the incorrect selection for the market segment, that is to say, nobody knows where to sell and to whom; the other is that the company doesn't pay adequate attention to the product promotion. With the clearness about the reasons, the article focuses on how to solve these problems in the following two chapters.Chapter 3 lays out the accessible market segments for Storming English with the theory of Market Segmentation and then, analyzes the distribution of the competition powers within certain regions. At last, it comes to a decision onwhich regions are accessible for Storming English in its primary promotion period.Chapter 4 analyzes in detail the marketing combination for this product with 4Ps Theory and some models in end users and advertisement aspects. At the same time, the article frames promotion strategies like Product strategy, channel strategy, pricing strategy and promotion strategy. Chapter 6 summarizes the research done above and further delivers some other suggestions.