Research On TC Education Marketing Strategy Based On 7PS Theory

Along with years of exploration and development,online education industry in China is transiting from the infant stage to the growth stage and the momentum is fierce.However,before the industry development enters the mature stage,there is still some problems to face including curriculum product system defects,poor interactive experience of network teaching scene,high marketing costs and so on.In this paper,combined with interviews,model analysis,literature retrieval and other scientific methods,7Ps,STP and other marketing theories are used to research TC education in order to find and improve its marketing strategy.Firstly,In order to establish the research topic,the author explains the background and significance on the research in this paper and analyzes the related research on marketing development,online education and marketing strategy in recent years at home and abroad.Secondly,some marketing theories and analysis tools used in the writing are introduced.Thirdly,through the research on product,price,place,promotion,people,physical evidence,and process as well as segmentation,targeting and positioning,the article analyzes the operational situation and marketing strategy of TC Education currently.Then combined with PEST,five forces model and SWOT tools,some deficiencies of TC education in the operation are found out from the perspective of 7Ps.Based on the above analysis,some improvement measures of marketing strategy are put forward,which includes strengthening the attention of core courses,strengthening the stickiness of product price,expanding existing channels,diversifying promotion methods,improving staff loyalty and specialization,combining online and offline display methods,personalized experience of service process etc.At the same time,implementation guarantee suggestions are proposed including strengthening the marketing supervision mechanism,the adjustment of the marketing organization and the improvement of the staff trainingprogram.Finally,this paper makes a valuable marketing strategy summary and prospect about TC education.Based on the marketing theory,this article analyzes the current marketing situation of TC education,and puts forward some improvement suggestions and safeguard measures for the marketing strategy of TC education.The purpose is to help the firm deeply tap its own advantages,solve the basic needs of students,so as to win brand reputation and profits.It is also hoped that the analysis of this paper can provide certain reference value for similar online education enterprises.