Research On Online Education Marketing Strategy Of Excellence Education Group

With the development of technology and the maturity of Internet technology,online education has gradually entered people's vision.Because of its advantages of flexible time,limited space,multiple training methods and strong pertinence,online education market has a huge space.Institutions and investors are eyeing the hot market.However,for the enterprises engaged in education,although the market potential is optimistic,there are still many unfavorable factors in the process of enterprise layout and growth,leading to the majority of enterprises failed.Only a few successful enterprises occupy this unsaturated market.In order to stand out in the fiercely competitive market,the marketing strategy of educational enterprises is particularly important.Established in 1997,Excellence Education Group is one of the earliest educational and training institutions in China to enter after-class guidance training in primary and secondary schools.Adhering to the educational thought of "Happy Education,Successful Education",Excellence Education Group has become one of the few successful models based on today's education industry enterprises.With the development of the times,the online education business has been paid more and more attention in Excellence Education Group.The main work of this paper is to study the online business marketing strategy of Excellence Education Group,and find the online education mode suitable for the Chinese market.Firstly,by using the theory of marketing management,the various elements of the current domestic education and training market were analyzed.Secondly,the macro-environment of the domestic K-12 online education market was studied through PEST model,and the development process as well as the scale,business model,market structure,cost structure and main competitors of the domestic K-12 online education market were analyzed.The analysis of online education market provides a basis for the formulation of marketing strategies.Then the current marketing situation of the online business of Excellence Group was studied.The SWOT analysis enables Excellence Education Group to see clearly the advantages and opportunities of its online business,find its weaknesses and threats,and then better formulate the enterprise market strategy.According to the problems found in SWOT analysis,the existing online education marketing strategy of Excellence Group was further optimized,and relevant remedial measures were put forward.Combining with 7Ps theory of marketing in management,specific marketing measures for Excellence Group's online business were formulated,including eight aspects from product to safeguard measures.The marketing strategy formulated in this paper supports the sustainable and healthy development of online business of Excellence Group.The strategy formulation method and specific marketing strategy in this paper can be used for reference by other educational institutions in the industry,so as to promote the development of online education in China and make online education better serve the people.