The Marketing Strategies Of "Xfanread" Series Products In Lanzhou For Dandelion Education Co., Ltd.

Under the wave of "National Reading" across the country today,reading has become the most concerned topic.It is better for human to form good reading habits from childhood.With the growth of smart phones and the development of apps,more methods have been brought to reading,and online reading with apps has become very popular for children.Driven by the demand of huge market,more and more children begin to read with APPs,and the market competition is becoming more and more fiercely.Since Dandelion Education Company introduced "Xfanread" series products,there have been many problems to be solved in terms of promotion.It is also necessary to further analyze the market through professional research,in order to promote "Xfanread" better.Through PEST analysis of the current environment for the development of children's reading industry,we know that the current environment for the development of children's reading industry is very beneficial to the promotion of "Xfanread" in Lanzhou.In order to know more about the products,the "Xfanread" of children's reading APP "Porter's five forces model" analysis,combined with the product life cycle theory,find that "Xfanread" APP also belongs to the introduction of the primary stage.Compared with competing products,there are big pressure in the market for "Xfanread" series products,At present,the company has huge problems,such as the product introduction stage marketing mode is not in line with the development characteristics,the experience user follow-up service is insufficient,and the company's current development is immature,which prevent the further promotion of the product in Lanzhou and good profit situation.In this paper,the marketing strategy selection of "Xfanread" series products of dandelion education company in Lanzhou market is taken as the research object.After analyzing the market segmentation and target market of "Xfanread" in Lanzhou by using STP theory,the series products of "Xfanread" is positioned as a "parent-child reading companion" tool.Combined with the feature of "Xfanread",4P marketing strategy and the content of new 4C network marketing are used,ect.Content-centered pricing strategy,Community-based product strategy,Context-based promotion strategy,and interpersonal Connection channel strategy.By improving staff management and establishing a feedback mechanism,the control and guarantee of the implementation of marketing strategy are carried out,so as to promote the "Xfanread" series products in Lanzhou smoothly,with improvement of reading interest and reading level for children in Lanzhou.