The Research On Marketing Strategy Improvement Of Online Courses In Happy Century Online School

Happy 100-year Online School is a way of using the internet to educate by video、audio、text and other educational means.It has the advantages of convenient to watch,excellent teachers and low cost.Elderly students can choose their own learning content and learning time.This online school breaks the traditional teaching method in time and space.The restrictive education mode meets the needs of the elderly.Its flexible,open and free from time and geographical constraints makes the object of education extended to the elderly of the whole society.It is a "school without walls" and an inevitable trend of the development of elderly education.This paper takes the marketing strategy of the online course of Happy 100-year Online School as the research object,uses scientific methods such as literature analysis and questionnaire survey,combined with PEST analysis method and SWOT analysis method,analyzes the marketing environment of online courses of Happy100-year Online School,and puts forward the future marketing strategy of the school by using STP,4P and other marketing theories.First of all,according to the order of external environment and internal environment,this paper analyzes the current marketing situation of online courses of Happy 100-year Online School,and believes that the external environment and industry environment it faces are more active,while in terms of internal environment,there are some problems,such as imperfect curriculum,no obvious price advantage,single promotion mode and so on.Secondly,based on the market segmentation and market positioning of online courses of the school,the marketing strategies are optimized from four aspects: product,price,place and promotion.The specific methods include developing diversified courses,formulating stage and differentiated pricing strategies,expanding distribution channels,using online marketing,etc In the end,this paper summarizes the valuable conclusion and prospect of the marketing strategy of the online course of happy century online school.This paper has developed a marketing strategy suitable for its online courses,striving to help the school to improve the sales volume of online courses,to win the competitive advantage in the online education market for the elderly,to promote the further development of the school,and to play a certain reference role for other online education enterprises to develop marketing strategies.