Research On Digital Marketing Strategies Of ZJ Company

In recent years,China's online education has shown a vigorous development trend,with the scale of more than 232 million users and 236.6 billion yuan in 2018,making it the largest online education market in the world.With the continuous development of Internet infrastructure and related education technology,serious game has also been introduced into China's Internet education industry,and has gradually been widely used in children's education,vocational education and other fields.In the digital era,the product and user interaction mode have changed dramatically.With the help of big data,artificial intelligence and other new technologies,the marketing technology has gradually developed towards the direction of digitalization,informatization and intelligence.The digital marketing technology(Martech)has emerged.The birth of this technology has pushed the traditional marketing theory to a new height and realizes the precise marketing for brand and product.A s a new digital product and service,serious game with the digital marketing technology and its combination will have a huge application space.As a new digital educational technology service start-up in China,ZJ company has developed important products in laboratory inspection and testing,Customs inspection and quarantine,market supervision and other fields by using serious game technology,and has been applied in relevant subdivisions.As a start-up company,ZJ company was facing fierce competition in the field of vocational education due to insufficient capital and R&D capability,weak brand influence.How to use digital marketing technology to quickly attract and keep users,improve product quality and convert into market revenue will be a major problem for ZJ company.Based on the market positioning,strategic objectives and resource status of ZJ company,combined with the theory and practice of digital marketing technologies,this paper analyzed the internal and external environment and target market of ZJ company in detail,and put forward the operable digital marketing strategy and e-marketing system model with 5P theory as the core.At the same time,specific measures will put forward to ensure the implementation of these strategies,so as to improve the market share of serious game products of ZJ company and promote its sustainable and healthy development.