Research On The Marketing Strategy Of C Company Online Education Product

With the maturity of mobile Internet education technology,the online education market is rapidly achieving healthy growth.According to I Research in its "2019Q3 China online education industry data release report",since the third quarter of 2019 Chinese online education in the overall market size compared to the size of the second quarter increased by 24.5%,to 313.36 billion yuan.It is estimated that the market size growth rate will maintain between 18% and 21% in the next three years.The outbreak of "2019-nCoV" in China since December 2019 has made online education a focus of great concern.Since the outbreak of "2019-nCoV",online education platforms have launched free courses in succession.With the request of the ministry of education to postpone the spring semester on January 27,2020,and the policy of "no class,no class" proposed on two days later,education departments around the country began to prepare online teaching,online education platforms have launched their own online education products,especially for the direction of classroom in the air,but at the same time with the diversification of online education and the integration of industrial capital,online education platforms or educational institutions are increasingly fierce competition,how to choose a marketing strategy suitable for the characteristics of education products is crucial.Taking C company's online education products as the research object,this paper conducts an in-depth analysis of C company's marketing status and problems,macro and micro environment,and consumer demand through PECT model theory and porter's five forces model.Then,based on the above analysis,problems are solved.Finally,the optimization design scheme of online education marketing strategy is developed from four aspects of product,price,marketing and channel respectively by using the 4P theory of marketing.In terms of product strategy,it suggests C company to increase r&d investment in online education products and improve product services.In terms of price strategy,it is suggested to use demand-oriented pricing method and product portfolio pricing method to price products.In terms of channel strategy,it is suggested to develop agent channels according to rules and regulations,make use of the system platform for regional coverage,and expand other new media channels,such as We Chat circle of friends advertising interface,search engine channel promotion,In terms of promotion strategy,it is suggested to conduct targeted promotion according to demand,establish and maintain good public relations,and let users experience through exhibitions and other forms.Through the above Suggestions to improve the marketing strategy of C company and enhance the product promotion efforts of C company.At last,it proposes corresponding practical strategies and guarantee measures for the marketing strategy of C company,and also provides a reference for the future development and growth of domestic online education companies.