Research On The Marketing Strategies Of"Liulishuo English"App In The Era Of"Internet+"

With "Internet +" becoming a national strategy,traditional industries are accelerating the pace of integration with the Internet,and the education industry is also seeking innovative development.The fast pace of modern life makes the time spent on study more fragmented,while the high pressure of life makes people want to avoid too much pressure from study.These provide opportunities and advantages for the development of online education that is more adaptable to fragmentation and lightweight.Online learning effectively solves the imbalance between the supply and demand of offline education by solving such problems as time,distance,capacity and the scarcity of educational resources.As a popular English learning APP in the market--Liulishuo English,it has been successfully launched in 6 years after its launch,and has been downloaded by 160 million people.It has become a new unicorn company in the education industry,with certain popularity.But it also faces the pressure of marketing in the intense marketing.Liulishuo English is a well-known online education product.Although it is developing rapidly,there are certain problems.At present,there are few research results on the literature,so taking it as a research object can help Liulishuo English to better grasp the market positioning and user needs,increase market share in fierce market competition,and achieve its own healthy development.It can also provide some reference for the development of online education products.Based on the analysis of the development status,external environment,competitive situation and profit model of Liulishuo English APP,this paper uses 4C marketing theory and scene marketing theory to deeply explore the marketing strategy of Liulishuo English APP.Under the perspective of 4C marketing theory,Liulishuo English is user-centered,meeting user visual needs in interface design,meeting user learning needs in content design,and meeting user experience needs with gamified design,reducing users Cost of money,time,energy,etc.,to improve the portability of users' use of products in terms of login,payment,operation,etc.,while focusing on active communication with users,mainly using the strong interaction of community operations to strengthen contact with users,while Carry out multi-directional publicity and promotion,and pay attention to user socialization.Under the theory of scene marketing,this paper analyzes the ways of using scene marketing in Liulishuo English,including naming scenes,constructing diversified marketing scenes,promoting channel scenes,community sharing and amplifying marketing effects.Finally,in view of the current marketing problems of Liulishuo English,this paper proposes suggestions on optimizing the marketing strategy,such as increasing product profitability,strengthening community management,optimizing incentive analysis mechanism,increasing investment in technology research and development,and focusing on cultivating users' brand awareness.