Research On The Marketing Strategy Of H Education And Training Organization Under The Internet Background

At the fifth mobile Internet Expo,Yu Yang put forward the concept named "Internet +".In November 2014,at the first World Internet Conference,Li Keqiang proposed that the Internet is a new tool for public entrepreneurship and innovation.Among them,"public entrepreneurship and innovation" are called "new engines" for China's economy to improve quality and efficiency.On July 4,2015,the State Council issued the "Guidance on Actively Promoting the Internet + Action".The opinions pointed out that enterprises should play the comparative advantage of the Internet,seize the opportunity,enhance confidence and accelerate the development of "Internet +",which is of great significance for reshaping the innovation system,stimulating innovation vitality,cultivating new forms of business and innovating public service mode.Traditional education exists in the physical classroom.Schools,teachers and classrooms are indispensable,but in the "Internet + education" era,education network,mobile terminals,students,a large number of schools and teachers for choose become the necessary goods."Internet +" does not replace traditional education,and it makes traditional education glow with new vitality.With the development of the Internet economy,the concept of "Internet +" is gradually known to the public.More and more education and training industry have being tested online mode.Because of the mode of "Internet + education",all the teaching and learning activities will be carried out around the Internet in the future.The Internet has gradually become the teachers' teaching tools and the students' learning tools.The information flows on the Internet,and the knowledge is shaped on the Internet.Offline activities become the means of supplementing and expanding online activities.This article studies the H education and training institutions,that is,"Internet +" education typical.The object of this thesis named H education and training institutions is the typical of "Internet +" education.The study suggested that H education and training institutions has many advantages,such as the multi-disciplinary development path,multi-age customer groups,multi-line business development model,the development of differentiated positioning,strong teaching and research capabilities,forward-looking strategic thinking and rational expansion.In the context of the Internet,H education and training institutions are faced with the problems such as the online teaching stability and the quality which were questioned,poor profitability of the online school,the model which is hard to copy,the lack of talent,insufficient sales and marketing expenses.In this thesis,the internal and external environment of H education and training institutions were deeply analyzed and studied by using literature review method,PEST analysis method,Porter's five-force model and qualitative research method.This thesis analyzed the advantages and disadvantages of H education and training institutions,and analyzed the industry environment and macro environment of H education and training institutions by using PEST analysis method and Porter's five-force model to clarify the opportunities and challenges.Finally,according to the vision and mission of H education and training institutions,the paper has formulated specific marketing strategies and put forward a series of measures to ensure its implementation.