Research On The Marketing Strategy Of Early Childhoodeducation App Based On User Needs Analysis

The development of the Internet from PC to mobile terminals such as mobile phone, let the public view transferred to the mobile application products. Online education also unceasingly develops in the mobile terminal layout, especially in preschool education app market in recent years,early childhood education class apps emerge in an endless stream, become the second most popular application after the game.In order to fully meet the need of Chinese early childhood education market with the level of hundreds of millions, Internet companies, publishing unit of the digital publishing sector, education and training institutions and other forces have invested the development of preschool education app market. While focusing on product development to enhance, user experience,how to improve visiblity through the promotion has become the key point.Therefore the paper is in the users’ point of view, fully understand the users’ needs, put forward countermeasures for early childhood education class app as know as the marketing strategy suggestions. Firstly, through the analysis of 20 best-selling preschool education apps, and combined with the current market situation, summarizes the status of the preschool education app. Secondlythrough the observation of infants, recording, infants’ preferences, use long, use in the process of attention focused on the situation, in the process of understanding, effect after use, and the parents of questionnaire survey, summed up the class type of parents’ choice, considering factors, the time of using by children, informed of the channel and evaluate the situation Condition, pricing and purchase dimensions of demand. Finally, based on the results of the survey, combined with themarketing theory of 4P, integrated marketing communication theory, the paper gives a total of 21 proposals on product,prise,place and promotion aim at different needs of children and parents.Expect to enrich, preschool education mobile should research field,and also for early childhood education mobile application developers, operators provide marketing suggestions.