Research On K12 Business Marketing Strategy Of CL Online Education Company

Education is the foundation of a hundred years’ plan.Since ancient times,China has paid special attention to the education of children,and even the most important ideas of the literati appeared.With the rapid development of science and technology,high-tech applications in the education industry are becoming more and more extensive.From multimedia to mature online education,high and new technology has become an indispensable booster for the development of the online education industry.The online teaching method on the Internet has gradually become a trend.Due to its advantages of flexible time,low site requirements,and strong education pertinence,coupled with the impact of the new crown pneumonia epidemic,schools in various places have postponed the opening of schools and closed offline teaching places.In order not to delay the progress of teaching,the training and education schools in order to continue to serve students,both at the government school level and the education enterprise level,have converted to online teaching and guid ance.Driven by the epidemic,the user penetration rate of online education has also Exponentially increasing,the epidemic has helped the rapid development of online education.In the process of rapid market expansion,acquiring a large number of traffic,users,and accumulating data are the basis for later product and content construction.Therefore,in the early stages of the development of educational enterprises,the use of marketing strategies at this stage is the key to obtaining traffic.In summary,the research on marketing strategies of online educational institutions is of great significance.This article takes the online education company CL’s K12 business as the research object,and uses Porter’s five forces modal analysis method,PEST theoretical modal,and SWOT method to analyze CL ’s industry competition environment,macro marketing environment,and the company ’s own competition.The advantages and disadvantages of the environment are introduced and analyzed.On this basis,summarize the company’s product strategy problems: for example,product online experience is monotonous,product pricing mechanism is imperfect,product marketing methods are single,and the company lacks new media advertising capabilities,etc.,analyze the reasons based on these problems,and give targeted improvement strategies based on 4P theory,such as product experience Strategies,diversified pricing strategies,diversified marketing channel strategies and new media for product promotion and image building strategies,etc.,and propose measures to ensure business development,such as information guarantee,service quality guarantee,talent training incentive guarantee and system guarantee,finally summarizes the research conclusions,and introduces the shortcomings of this article.By studying the deficiencies in the marketing strategy of CL online education company,this article can not only further enrich the online education marketing theory based on K12 business,but also enable CL company to comprehensively and effectively utilize various resources to ensure its sustainable development.At the same time,it provides a reference for similar online education companies and business development.