Research On Marketing Strategy Of K Company's K12 Educational Virtualization

With the holding of"2018 world VR industry conference",the eyes of the world are gathered in Nanchang,more and more people began to pay attention to VR.The conference,which aims to gather scientific and technological talents in the VR field,promotes relevant industries and technologies to gather in China,concentrate in Jiangxi,and come to Nanchang to establish the world's first city-level VR industrial base.According to relevant data,the number of enterprises involved in VR industry in China is up to 500,and they are mainly distributed in 12 regions including Beijing and Shanghai.It involves various fields such as industry,medical care,education,real estate,tourism and exhibition.Currently,there are more than 60 VR enterprises in Nanchang,Ganzhou,Shangrao,Ji'an,Yingtan and other places are also developing VR industry.Although the government of Jiangxi province has issued a number of supportive policies,Jack ma,the founder of Alibaba,has given the answer to how these newly established VR enterprises can achieve long-term and stable development.He believes that"Only when the virtual reality industry is integrated with the real economy will there be a future?^[1]"Therefore,VR enterprises should not only focus on the R&D and innovation to ensure high-quality products,but also conduct all-round marketing and promotion of VR products.Since VR industry has emerged in China in recent years,there are relatively many researches on the development status,application prospect,problems and countermeasures of VR technology in China,but there are relatively few researches on marketing strategies of VR education-related products.Therefore,it is necessary to study marketing strategies of such products.Taking K Company as the research object,this paper studies and analyzes the marketing strategy of its K12 educational virtualization product by means of literature research,interview and case study,and develops the marketing strategy and safeguard measures suitable for its product promotion in combination with its own environment.It is hoped that the research in this paper can enrich the current exploration in the field of VR,and at the same time provide reference for enterprises or individuals who are engaged in or will be engaged in related work.This paper is divided into six chapters.The first chapter describes the research background and significance of this topic,domestic and foreign marketing related research review,as well as the main research content,research methods and innovation points of this paper.The second chapter elaborates the basic concepts of virtual reality,VR education and K12 education and relevant theoretical basis.In chapter 3,the internal environment,external macro environment and micro environment of K Company are analyzed,and the SWOT analysis method is used to analyze the K12education virtualization integrated machine of K Company,the marketing status of K12education virtualization products of K Company is also analyzed in this chapter.Chapter 4 is based on the analysis of the third part.This part puts forward the marketing strategy suitable for its K12 education virtualization from the product,price,channel and promotion.In chapter 5,the author puts forward the safeguard measures of marketing strategy of K Company's K12 educational virtualization products.In chapter6,the author summarizes the foregoing,and puts forward the deficiency of this research and the prospect of future research.