| In recent years,with the large-scale popularization of new technologies such as big data artificial intelligence and virtual reality,the education market has also ushered in a new peak of competition.In particular,under the background of more and more homogeneity of educational products in various fields,rapid division of educational resources,and the increasing cost of teachers and personnel year by year,most education companies are facing the phenomenon of low profit rate or even loss.Faced with this situation,’how to break through the dilemma and achieve sustainable development of education products of J Education Company is a difficult problem facing the company at present.If the company wants to occupy a certain market share in the fiercely competitive education market,it is particularly important to optimize the marketing strategy of education products.With a history of 23 years,J Company enjoys a good reputation and stable offline students in Wuhan.This paper takes Company J as the research object of optimizing the marketing strategy of teaching products.It is mainly elaborated through the following parts:First,it analyzes the research situation of education products and marketing strategy at home and abroad by literature research method;Secondly,through PEST model,Porter’s five forces model and other theories,this paper analyzes the company’s current predicament,and points out the development trend and direction for the products of J Company.Finally,based on STP theory and 4P theory,market positioning is carried out for the development of education products of J Company,and optimization scheme and safeguard measures of product marketing strategy are put forward.This paper mainly studies the marketing strategies of J Company’s education products in the following aspects:First,by analyzing the future development trend of education,it innovates the content of teaching products,promotes the construction of intelligent education products,and upgrades the company’s existing teaching system;Second,make full use of the differential pricing method in education products,and optimize the price customization method of education products based on many factors such as student performance,class application time and regional economic development.Third,expand online marketing channels to make up for the lack of offline sales channels and expand the influence of the company’s educational products;The fourth is to comprehensively improve the marketing strategy of J Company’s educational products by taking advantage of promotional activities such as price and free class hours. |
