Research On Marketing Strategy Optimization Of X Education And Training Company

At present,the macro environment of online education in China is favorable.The development of online education in China is driven by the development of mobile and networked life habits.At the same time,the rising demand for education and the updating of technology also inject continuous power into the development of China's online education.However,due to the high operating cost and the separation of users and payers,most online education institutions are faced with the problem of making profits.In this context,in order to achieve greater development,online education institutions need to improve their marketing strategies and improve their profitability.Therefore,the optimization of marketing strategies has become an urgent problem to be solved for the online education institutions.Firstly,this paper analyzes the macro environment of K12 online education marketing by PEST method and introduces the environment of K12 online education industry.K12 online education industry is in the golden period of development.Secondly,it introduces the general situation of X education and training company,especially the current situation in marketing.It also analyses the existing problems in marketing,such as the lack of sustainability of low-price strategy,the negative impact of hunger marketing and the lack of attention to the third and fourth tier market.Then,SWOT analysis is used to analyze the advantages,disadvantages,opportunities and threats of K12 online education industry.And it's useful for choosing its marketing direction.Then,STP analysis is used to determine the target market and market positioning of X education and training company.And further put forward the improved marketing strategies of X education and training company,such as strengthening the brand strategy,accurately placing the customer group,arranging the third and fourth line markets,4P improvement strategies,etc.Finally,the paper puts forward the guarantee measures to improve the marketing strategy from the five aspects.They are rules and regulations,marketing funds,human resources,corporate culture and information technology.Taking X education and training company as an example,this paper studies the existing problems of its marketing and optimizes its marketing strategies,so as to improve the market expansion and comprehensive competitiveness.And it also provides some reference for other online education enterprises to formulate marketing strategies.