A Study On Marketing Model Optimization In The Field Of K12 In F Internet Education Company

In recent years,China's Internet Education has ushered in rapid development.Related data show that on average,there are 2.6 Internet education companies being set up every day in China since 2013.However,popular as Internet Education is,its profitability has been a big problem due to the lack of effective marketing strategy.The Blue Book of 2015China's Online Education Industry released data that at present there are over 8000 domestic Internet education companies,with 2000 companies in K12 filed.In 2014,70%of these companies were suffering from loss,15% of them broke even,10% of them went bankrupt,and only 5% of such companies can make profits.The main reason behind this phenomenon is that these companies didn't do well in marketing,not being able to bring continued growth of customer flow.Therefore,it is of great necessity to do research on the marketing strategy of Internet Education.This paper takes F company as an example,uses the external marketing environment analysis model of PEST to identify the external marketing problems of F company,and the five forces model has been applied to analyze the marketing problems of micro level.This paper focuses on the analysis of F company's market behavior,customer demand,market segmentation,positioning,as well as F company's marketing price strategy,product strategy,channel strategy,promotion strategy,etc.This paper has found out the problems of F company's marketing strategy and proposed a solution: to optimize product prices,diversify and perfect course products,improve online channels and optimize offline marketing,etc.Finally,the necessary measures for the implementation of the solution are analyzed.