Research On Marketing Strategy Of Online Education Products For A Company

In 1972,company A was founded by Dr.Li Wenhao in Italy.It has already been 19 years since it entered the Chinese market in 2000.Its language learning is based on the "multimethods".At present,the golden age of the rapid development of adult offline English training has passed.Inevitably,company A is facing the dilemma of business revenue.In this context,company A hopes to increase revenue by expanding adult online products.At the beginning of 2010,the development of online education in China has changed from the data-based education stage to the mobile intelligent education stage.Every online training organization has developed mobile learning software to respond to market demand for its own business form and curriculum system.Unlike traditional marketing,the communication and interaction between marketing and users in product realization are more comprehensive,product function iteration is more rapid,and feedback of user needs is more timely at this stage.Internet online products pay more attention to the needs and experiences of customers,transform new needs into new functions of products timely,so that users will have a high degree of satisfaction and pleasure for a long time.Language learning is not easy.To master a language proficiently requires a long time of accumulation of knowledge and continuous practice.In addition,the level of language skills also needs to be maintained in the environment.Due to the limited free time available to adults,continuous and effective learning is the main obstacle for learners,so many students give up.According to company A,the average completion rate of incomplete statisticians is only about 40%.Firstly,To make a literature review of the relevant theories,taking STP and 4Ps theory as the guiding ideology of the paper,and cooperating with the questionnaire survey as the data support.By using the methods of literature analysis,case study and quantitative analysis,this paper puts forward strategies to improve the existing problems of company A’s online products.Make company A’s online products be more recognized by consumers and more competitive in the market of similar products,and have a positive significance for the positive dissemination of A company’s brand ultimately.The core of the paper is divided into three parts:Firstly,online product market analysis:through data search and questionnaire survey to understand the current situation of English language industry products and market positioning of competitors,to provide theoretical basis for the optimization of company A’s market segmentation;Secondly,online product status analysis:Through questionnaire survey to understand the current situation of online product marketing mix of Company A,analyze the market demand of consumers and summarize the value of online products.This paper analyses the existing problems and shortcomings of company A’s online products in terms of function,price,channel and communication.Thirdly,the improvement of online product marketing strategy:according to the results of the second part of the analysis,specific improvement measures are given,including market segmentation,product function optimization,price strategy optimization,channel strategy improvement and ditch.There are five aspects to improve the general strategy.Finally,through management indicators to ensure the quality of marketing strategy implementation,ultimately help company A to improve consumer recognition of products and product market competitiveness.At the same time,it can provide reference for enterprises interested in online learning products in the same industry.