Research On Marketing Strategy Of Online Education Company K

In recent years,with the development of the Internet,the competition in the online education industry has become white-hot,and it has become normal for enterprises to "Burn money to take the market".It has become an urgent problem for online education enterprises,especially small and medium-sized enterprises to find out some more effective marketing strategies to turn losses into profits and break through the industry monopoly pattern.K Company,founded in 2008,is an online education enterprise mainly engaged in vocational examination training.With its first-mover advantage and product quality,the company is in the forefront of the market.However,with the increasingly fierce homogenization competition in the industry,it has become a top priority for K Company to think about how to improve its profitability through marketing strategy optimization.This paper reference the research results of domestic and overseas online education industry marketing strategies.Make the use of PEST analysis,Porter’s Five Forces models to analysis macro environment,industry environment.By investigating and comparing the marketing status of K Company and other competitors,this paper analyzes the marketing strategy of K Company in combination with the 4P Theory of Marketing.It is found that K Company has many problems,such as too many complicated products,chaotic price system,high channel cost and poor pertinence of promotion plan.This paper proposes these following suggestions,streamline product portfolio,focus on creating hot style,reasonable price of custom and pay attention to price controls,spend more time in the new media and social channels,strengthen the channel management of dealer,at the same time set up discounts and experience the promotion mechanism of the marketing strategy of optimization Suggestions.At the end of this paper,the optimal guarantee measures of technology,human resources and finance are given.Hope these strategies can help K Company solve the problems in its current marketing strategy,improve its profitability,and provide new ideas for new enterprises and other small and medium-sized online education companies to seek suitable marketing strategies for themselves.