Research On The Optimized Marketing Strategy Of "Genshuixue" Company

In recent years,with the rapid development of mobile internet industry,online education is rising fast and the personalized,diversified and accurate market demands of online learning and training are also growing rapidly,and the competition is becoming more and more fierce.How to explore and find the suitable marketing strategy so as to achieve the stable and long-term profitability should be one of the key problems considered and solved by online education service company.Based on the research of “Genshuixue” Company which is one of the domestic online education service companies,the thesis firstly introduced the development status of domestic and overseas online education.And then based on the basic theories of marketing management,including STP and 4Ps Marketing Mix etc.,the author analyzed the marketing environment of“Genshuixue” Company through the analysis tools and methods such as PEST,Porter's Five Forces Model and SWOT,and meanwhile focused on analyzing the main existing problems and their causes in marketing management practice.Moreover,the author put forward the targeted optimization strategy schemes from the four aspects including product,price,place and promotion,in order to improve the marketing status.Finally,the author put forward the safeguard measures and suggestions for the implementation of the schemes.Based on the above research,the author draws the following conclusions:(1)as a pure online education platform,the product strategy of “Genshuixue” Company should follow the principle of differentiation and take the exploitation route of standardization and best quality,the research and development of course products classification system should be based on the content innovation;(2)the demand-oriented pricing method should be adopted in price strategy and combine free mode and charge mode;(3)the company not only focuses on the online channels which can exert its own advantages,but also develops the offline channels which have the strong exclusiveness;(4)the diversification and innovation of promotion should be optimized in promotion strategies,meanwhile,the company should form the whole launch system which can cover online and offline advertising in promotion;(5)the company needs to build an excellent and efficient marketing team,formulate a scientific and reasonable marketing incentive measure,and perfect the customer service system in order to implement these marketing strategy optimization schemes,so that“Genshuixue” Company can make full use of the internal advantages,form the unique competitiveness,and explore the greater market opportunities contributing to the future development.The author also hopes that the research results can provide a valuable reference for the other online education service institutions in China so as to provide the more accurate and better marketing service for their customers.