Research On Marketing Strategies For Education Products Of IFLYEK Company

With the rapid development of domestic education information industry,the number of education information projects is increasing,and more and more competitors enter the domestic smart education market.The development of educational informatization has gone from projector,E-Book Package and other electronic information products in the 1.0 era to artificial intelligence and big data technology in the 2.0 era,which are widely used in the education market now.In the process of Internet technology promoting the transformation of education ecological environment,grasping the opportunity of the times to formulate a reasonable marketing strategy has become a breakthrough for major enterprises to occupy an advantage in the increasingly fierce education market.Today,the head Internet companies represented by Baidu,Tencent and Alibaba are crowding into the education market.The research on how to break through the encirclement and occupy a place in the education information industry for the old AI enterprises represented by IFLYTEK has its unique significance.The purpose of this paper is to study the marketing strategy of IFLYTEK smart education products through the analysis of the current domestic education information market and the internal and external environment of IFLYTEK,through the analysis of 7PS marketing theory.This paper analyzes the status quo of IFLYTEK's main intelligent education products and resource capabilities,and compares them with competitive companies.This paper analyzes the challenges and opportunities of IFLYTEK's educational products in the marketing process through SWOT analysis,discusses the market segmentation,market positioning and target market selection,and puts forward the marketing mix strategy of IFLYTEK's intelligent educational products.This paper first introduces the background of the topic and the purpose and significance of the research,and then summarizes the theoretical research on enterprise marketing strategy at home and abroad and the latest research on educational informatization at home.Based on the analysis of IFLYTEK's macro environment,industry competition environment and internal resource capability,this paper holds that the development of educational informatization is an opportunity and challenge for IFLYTEK's development.The advantages of developing educational informatization lie in its business accumulation,excellent capital capability,human resource capability and management capability of school enterprise cooperation for many years,and the disadvantages lie in its promotion capability weak,core brain drain,etc.Finally,based on the 7Ps theory and the advantages,disadvantages,opportunities and threats of IFLYTEK's competition,this paper analyzes the marketing mix strategy from the perspectives of product,price,channel and communication feedback.IFLYTEK must adjust from personnel,property,corporate culture and other perspectives,and ensure the implementation of marketing strategy through a series of safeguard measures such as team building,corporate culture improvement,cost management system improvement,and operational capacity improvement.This paper expects to make a reasonable analysis of the development of domestic education information industry through the process of determining IFLYTEK's education information marketing strategy and play a reference role for other companies engaged in the same industry.