Research On Marketing Strategy Of Online Education Platform Of "Ape Tutoring"

With the advent of the Internet era,the strong support of the government and the increasing attention of the people to education make the online education market develop rapidly and online education platforms emerge one after another.However,with the increase of competitors,the online education platform faces great challenges due to the homogeneity of courses,brand awareness,and the difficulty in obtaining data traffic.How to conduct scientific and effective marketing,deal with market competitors,and realize the healthy development of online education platform has become an urgent problem to be solved.As one of the largest online education tutoring institutions in China,ape tutoring online education platform ranks the first among the national education technology unicorn companies,and it is representative to choose this platform as the research object.First of all,by visiting investigation and search for data collection,using PEST model,SWOT matrix to ape tutoring online education platform of macro environment and the strengths,weaknesses,opportunities,threats analysis,it is concluded that should use the disadvantage,and eliminate the threat of decision-making direction,clear the ape tutoring online education platform using the STP analysis of target market.Secondly,an in-depth interview was conducted around the4 Ps marketing theory to understand the marketing status quo of the online ape tutoring education platform in terms of products,prices,channels and promotions,and to dig into the existing problems in the marketing strategy of the online ape tutoring education platform and analyze their causes.Aiming at the existing problems,four improvement strategies,namely,improving product quality,reasonably determining product price,broadening existing marketing channels,and parallel promotion methods,were formulated.Finally,from the cultural construction,personnel training,service quality three aspects of the implementation of marketing strategy to put forward the guarantee measures.This paper mainly studies the problems existing in the marketing strategy of the online ape tutoring education platform and puts forward improvement measures.The research conclusions can be used as a reference for other platforms in the same industry.