| The K12 education industry has a huge potential for development because of its obvious rigid demand for the basic education stage.However,with the popularity of Internet education,the corresponding marketing did not bring enough effective traffic to K12 online education company,which caused great problems in its profitability.QD company has been focusing on the K12 education market for many years and is developing very rapidly.However,behind the rapid development of QD company,its marketing strategy has had a big problem,which has caused the company's profitability to continue to decline.Firstly,after the basic introduction of QD company's situation,this paper focuses on the analysis of its K12 online education marketing status;then it finds the K12 of QD company by questionnaire survey and interview records.Problems in online education marketing and their causes.Then analyzes the macro environment of K12 online education of QD company by PEST model,and analyzes the competitive environment of K12 online education of QD company by Porter's five forces model.Then the SWOT model is used to explore the advantages,disadvantages and market prospects of K12 online education in QD company company,and the appropriate development strategy is selected for it.On this basis,it evaluates,judges and adjusts the market orientation and target market choice of K12 online education in QD company company by means of STP theory of marketing.Combining with 4P theory of marketing,it puts forward a series of improved marketing mix strategies for K12 online education in QD company company from four aspects: product,price,channel and promotion.Finally,in order to ensure that the marketing strategy of K12 online education in QD company company can be implemented quickly and smoothly,this paper puts forward six safeguard measures,such as playing the role of brand,improving the quality of marketing personnel,strictly protecting core technology,upgrading the technical level of products,establishing multiple incentive mechanism for marketing personnel and continuously promoting the construction of corporate culture.The topic of this paper is based on analyzing and solving the existing actual marketing problems of K12 online education in QD company company,helping to improve the market share of K12 online education in QD company company,and at the same time actively responding to competitors' marketing competition.From this perspective,the topic first has a very clear practical significance.At the same time,this paper takes K12 online education in QD company company as an example of marketing strategy research,which can also provide some reference for K12 online education marketing strategy research in the same industry. |
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