Research On The Promotion Strategy Of Online Education Users’ Willingness To Pay In X Company

The rapid development of the Internet has promoted the prosperity of online education platform,and the outbreak of COVID-19 has accelerated the change of users’ learning habits to online.Users’ recognition of online education is getting higher and higher,and people begin to accept this learning method gradually.At the same time,more and more educational institutions are also changing their business from offline to online.The hot market also means fierce market competition.As a College Upgraded education company,how to use the Internet platform to establish advantages,shape excellent brand image,get users’ praise,and stand out from the fierce market competition is the main purpose of this paper.Based on the technology acceptance model,combined with the attributes of online education network and the relevant consumer behavior theory,this paper establishes the influencing factors model of payment willingness of company X online education platform.Through scientific questionnaire survey,SPSS software is used for statistical analysis of the collected data.In addition,structural equation model(SEM)is used to test the path relationship between potential variables.It is found that perceived price has no significant effect on perceived attitude,but "perceived attitude","environmental impact","dominance" and "immersion experience" have positive effects on online education platform payment behavior.In addition,this paper also selects W company,the biggest competitor of X company,for comparison,to explore the influencing factors that consumers will consider when choosing the online education platforms of the two companies.Through the research,it is found that consumers prefer W company’s online education platform in almost all dimensions of influencing factors,which indicates that W company’s online education platform performs better in all aspects and is worthy of promotion Company X is learning.Finally,according to the research conclusions of X company’s online education platform payment influencing factors and the conclusions of the two platforms selection influencing factors,the paper compares the current operation strategies of X company and W company’s online education platform,evaluates their strategies,analyzes the shortcomings of X company’s current strategies,and puts forward three kinds of strategies to improve X company’s online education platform Operation strategy,pricing strategy,development strategy to enhance the company’s brand value,enrich the course product line,improve the user experience to enhance the user’s willingness to pay,so as to enhance the company’s revenue.