Study On Marketing Strategy Of Z Remote Education Group

As the development of internet,the concept of "Internet +" was firstly proposed in 2012.The form of "Internet + traditional industry" has turned into the public gradually.The "Internet +education" is one burgeoning mode for the remote education industry and has become an important part of the modern vocational education.This online remote education has changed the traditional education mode,creating the cross-regional and inter-temporal learning methods,making teaching more ordinary with the diverse knowledge sources.With the rising of "Internet +education",thousands of online education platforms have sprung up.It is expected that the industry scale of online education will reach RMB 280 billion and the number of online education customers can reach 160 million in 2017.In the first half year of 2018,the number of financing in the online education is 182,and the total amount of financing is about RMB 15.3billion,almost the total amount of financing in 2017.The promising prospects of the online education with the fast growing population of the internet users and the huge demand of further education had created a fierce market competition because of the low industry entry threshold.The vast capital into the online education market has intensified the grim competition.Under such circumstances,it is very important for the engaged organizations to realize the prudent operation of enterprises in the “Internet +” era.This requires those enterprises to do in-depth analysis their own disadvantages,so as to formulate strategy of new ideas and methods to marketing promotion in adapting to the challenging environment.Therefore,it is of practical significance to study the related issues.The object of this paper is Z distance education group,which is a typical Internet plus education enterprise centered on network vocational education.The paper reviews and summarizes the "Internet +" background,marketing mix theory,marketing strategy theory and domestic and foreign research situation,and uses PEST analysis and Potter five force model to analyze the industry environment and macro environment of Z Remote Education Group.This paper uses 4P marketing theory to analyze the current marketing situation of Z Distance Education Group in product,pricing,channel and promotion,and points out the problems faced and the reasons for the problems.Based on the vision and mission of Z Remote Education Group,the next marketing strategy of Z Remote Education Group is envisaged and planned.In this thesis,the research object,Z Remote Education Group,is a typical enterprise of "Internet +" focusing the online vocational education.Based on the study of the relevant theoretical knowledge and review of the domestic and foreign literatures,the thesis surveys the market environment of the online remote education industry and combines the current status of Z Remote Education Group to analyze its advantages and disadvantages for the cause study.The result indicates that Z Remote Education Group has advantages in terms of diversity development orientation,multidisciplinary development ideas,teaching resources,brand,capital reserves,and school-enterprise cooperation mode.Meanwhile,it also faces problems such as insufficient funds in marketing,management of offline channel dealers,query on the online course quality,and poor profitability in some disciplines.The thesis proposes the corresponding marketing strategy and measurements to solve the above mentioned problems.According to the research results,Z Remote Education Group can offer customized courses for users depending on Dig Data from the online platform,achieve high price-value by users' choice of course portfolio,and enhance the user learning experience by emerging multimedia technology in teaching.After the significant improvement of the service awareness and the quality of the courses,the core competence will be upgraded definitely.The influence of the brand could be expanded by the continuous effects on reinforcement of the school-enterprise cooperation.Such effects will be helpful to create an online learning and offline local marketing ecosystem,which will provide better service for the local market and change current status gradually.