Research On MK’s Marketing Strategy

MK Company is a medium-sized private enterprise.Its main business is educational information products,which can achieve precise teaching by using big data means.Under the urgent situation of increasingly fierce market competition and declining profit margin,the current business structure of MK Company has gradually weakened the company’s competitiveness,and its future development direction is not clear,which restricts the development of the company.Based on MK education informatization business marketing strategy as the research object,first of all,using PEST model to analyze the external macro environment,at present,the development of the education informationization is the strong support of national policy,and second,through porter five model,this paper analysed the competitive environment of the industry,put forward the MK company in business when facing the market share of the larger manufacturers of the pressure of competition,EFE matrix,IFE matrix analysis method is used to calculate the company internal and external environment opportunities and threats as well as the strengths and weaknesses.Using the framework of STP marketing strategy analysis,the target market of the company’s business group is divided and the market positioning is made,and the government and schools are determined as the target market of MK company.On the basis of 4P marketing theory,the paper puts forward some improvement suggestions,such as optimizing teaching software products,adopting differentiated pricing strategy,constructing omni-channel marketing network,and improving the professional level and service quality of operation and service personnel.Finally,it puts forward to strengthen the organization and leadership,improve the incentive mechanism and so on to ensure the smooth implementation of MK company’s marketing strategy of educational information products.This paper provides scientific reference basis for the research on the improvement of MK company’s business marketing strategy for precise market positioning and precision marketing,provides reference value for the market expansion of the same type of enterprises,and provides certain help for the work of relevant educational information practitioners.