The Research On The Marketing Strategy Of IQIY Education Channel Based On 4Ps Theory Of Marketing

With the rapid development of information technology,there are fundamental changes in the way people acquire knowledge.There is no limit of time and space between teaching and learning and people have more flexible channels to acquire knowledge.Fragmented learning through mobile terminal makes the content of E-learning more colorful and attractive.In recent years,the market scale and the number of users of E-learning have a rapid growth and the market demand is increasing with each passing day.Mainstream video websites in China are striving to gain market share by creating their own education channels.Adopted literature survey,the thesis had a basic understand of the marketing strategies of current E-learning websites and IQIYI education channel.At the same time,the thesis classified and organized the specific marketing approaches adopted by IQIYI education channel in its operation and summarized its marketing strategies through a scientific demonstration method.With the topic of the research of marketing strategies of IQIYI education channel based on the marketing theory of 4Ps,the thesis conducted the research from the following aspects:First,the thesis had a basic understanding of E-learning websites and had a general understanding of the development of IQIYI education channel,one of E-learning websites.Second,combined with the marketing theory of 4Ps,the thesis put forward the design of marketing mix of IQIYI education channel and interpreted its marketing strategies from product,price,place and promotion.Finally,the thesis discussed the enlightenment of IQIYI education channel’s marketing strategies for the marketing of E-learning websites.In a word,the thesis aims to provide references for sound development of E-learning websites through the study of marketing strategies of IQIYI education channel.