Research On The Marketing Strategy Of Online Education Of H Company

In recent years,with the rapid development of online education,the popularity of studying abroad in China and the growing maturity of the IELTS test,more and more institutions have been devoted to study abroad language training,bringing unprecedented opportunities and challenges to the expansion of the market of study abroad language training institutions and intensifying the competition for customer acquisition in the study abroad language training market.This paper takes the development of online education and study abroad industry as the background and the market strategy of Company H Education Technology Co.,Ltd.as the case and will combine the research theories and results of domestic and foreign literature review to determine the theories and solution ideas of the study.At the same time,the internal and external macro market environment of Company H will be analyzed for market competitiveness through PEST model and Porter’s five forces model,and then,the feedback from customers will be collected through designing questionnaire survey and finding the problems of H Company market expansion by combining with the analysis of internal data of the company.Combining the current external competitive environment and the internal market environment,this paper finds that the main problems of Company H’s market expansion are: the single product makes it difficult to attract more potential and target customers,the single channel makes it difficult to promote and limit customer acquisition,and the imperfect customer relationship management leads to the loss of old customers.Therefore,this paper hopes that after analyzing the current situation of H company,we can improve the products and channels by referring to "7PS theory","experience marketing theory" and "customer relationship theory".The paper hopes to improve the product and channel diversity,optimize the management of customer relationship,and further enhance the market development capability of H Company by improving the marketing expertise and quality of internal staff.Finally,we also propose a series of measures and suggestions to ensure the implementation of the program for Company H’s market expansion.It is hoped that the research results of this paper will not only bring new ideas and directions for the market expansion of Company H,but also provide reference directions for the development of online education market expansion.