| The continuous development of Internet technology has brought a new model to the traditional education market.It can well realize the interflow of educational resources and bring high-quality education to underdeveloped regions across the constraints of time and space.Offline education institutions have heavy costs and low per capita output value.Online education is asset-light and per capita output high.Therefore,the emergence,optimization and popularization of online education are the inevitable results of the development of China's extracurricular tutoring industry in a certain period.Heze campus of xuedu education was established in 2017.The main courses are online one-to-one tutoring for primary and high school students.With the rise of online education,parents in first-tier and second-tier cities gradually accept this kind of education.However,parents in third-tier and fourth-tier cities are limited by educational philosophy and economic conditions,so their acceptance is not enough.In addition,there are many small and micro counseling institutions in heze.The vast majority of the market share is occupied by small and medium-sized institutions.This paper studies the marketing strategy of the heze campus of xueda university,analyzes the existing problems and shortcomings,and puts forward the optimization plan and implementation in combination with practice,improving and correcting in the implementation.Hope to help it overcome the bottleneck of development,bigger and stronger,improve market share.It also hopes to provide reference for other online tutoring organizations to optimize their marketing strategies.The threshold of extracurricular tutoring industry is low,and a large number of capital and personnel enter the industry,making the industry extremely competitive.Relying on the powerful teaching service system of xueda education and the high-quality teacher resources,heze campus has made a good start in heze area.However,due to the influence of factors such as the seasonality of extracurricular tutoring industry and the competition in the same industry,there are some unsatisfactory places.Heze local small and medium-sized counseling institutions a huge number of parents have many choices.Developing new students is therefore particularly difficult.The popularity of online education is insufficient,and parents' recognition is not good.The customer price of online education is too high.That makes marketing difficult.On the basis of reviewing relevant theories and literature,this study investigates the marketing strategies of heze campus.Questionnaire survey,interview,interview and other methods.On the basis of studying the current situation of after-class tutoring industry,this paper analyzes the current situation of online education marketing through macro and micro theories.The research believes that the current marketing method based on the 4P marketing theory cannot meet the marketing needs.This paper proposes a marketing method based on 4C theory,which takes customers as the center.Meet the internal needs of customers,reduce customer costs,improve customer convenience and improve customer identity and stickiness in daily communication.In practice,the modification and optimization of marketing strategies have achieved good results.At last,it puts forward that we should reasonably allocate enterprise resources,construct our own enterprise culture,establish flat organizational structure and strong executive power to ensure the implementation of marketing strategy. |
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