Research On Yunnan Marketing Strategy Of DF Company's Live Distance Education

With the rapid development of the Internet,as well as for a long time,the national policy has been trying to improve the huge difference in education resources.In particular,the rapid development of the Internet promotes the rapid development of new education based on the Internet in China.At present,there are more and more Internet education related products,more and more forms,and more fierce competition.How to ensure the quality of education products and how to better meet the actual needs of students at all levels of achievement for different education methods in a competitive environment is a problem that every Internet education company or online school needs to consider.Therefore,if the Internet education enterprises want to develop and grow,it is necessary not only to give full play to their own advantages,but also to establish a perfect marketing strategy and ensure that the marketing strategy can be effectively implemented.DF Company was established in June 2002 with the approval of Education Department of Sichuan Province.In the same year,DF Company reached a cooperation with Chengdu Q middle school,and launched the full-time high school live distance education project,whose main service object is high school in the areas with poor educational resources.In the process of further expanding Yunnan market,DF Company found that: from the external environment,with the rapid development of the Internet,the industry trend,consumer demand,competition pattern and other elements of Internet education are gradually changing;from the internal perspective,the company itself is facing problems such as imperfect marketing strategy,unsystematic marketing system and one-sided marketing objects.Based on the above problems,this paper starts from the marketing status of DF Company,analyzes and discusses the marketing strategies suitable for the company to develop the Yunnan market,so as to solve the marketing problems faced by the company in the process of market expansion in Yunnan,and promote the company to quickly occupy the market share.This paper first introduces the development of DF Company's high school live distance education project,and uses PEST analysis method to analysis the macro external environment of DF Company,and describes the development status of Internet education industry,and uses Michael Porter five forces model to analyze the industryenvironment,and then uses SWOT to get DF Company's strategic development direction.Secondly,it introduces the shortcomings of DF Company's current marketing strategy and the problems faced in the marketing work,and uses STP analysis method to carry out DF Company's market,from which to determine the target market,and makes a detailed analysis of product positioning.Finally,the problems in the marketing strategy are improved and optimized from four aspects: product,price,place and promotion,and the marketing strategy can be implemented smoothly through the improvement of the organizational structure of the marketing department and human resources.