Z Online Education Company Learning Platform Marketing Strategy Optimization

The online education market has undergone earth-shaking changes due to the unexpected impact of the CONVID-19 outbreak and the release of the “Double Reduction Policy”guideline by the Ministry of Education,and there will be some uncertainties for the development of the online education sector.On this special occasion,combined with the new policy to make optimized and targeted marketing strategy,is the key to the development of the company.This paper takes Company Z’s self-adapted learning platform “Excelsior Class”as the research object,analyzes domestic and international marketing strategy development of online education industry by means of literature analysis,and determines the basis of the thesis.Through the questionnaire survey from the user of the platform,obtains relatively reliable data for analysis,and further detect the problems of marketing issues of the platform and the corresponding causes.Using the theory of STP to reposition the market,and determine the product strategy oriented by user demand.Taking the theory of 4P as the theoretical basis,evaluate the marketing actuality of self-adaptive learning platform“Excelsior Class”of Company Z,so as to further put forward the optimization plan of marketing strategy and the supporting measure for implementation the strategy.This dissertation discusses marketing strategy optimization mainly from four aspects.Firstly,the product strategies: innovating and optimizing the content of the video courses;subdividing curriculum knowledge structure by fragmenting the output;iterating product content fast;improving the accuracy of information push model for course content;Upgrading platform functions.Secondly,for the pricing strategy: adopting diversified pricing policy and different pricing strategy to improve the pricing models.Thirdly,in terms of channel strategy,accelerating the construction of “We Media”and forming a cooperative and complementary mode with the third party.Finally,for the sales promotion strategy,optimizing the pricing strategy by means of tuition discount,course products coupons,recommendation awards and holiday sales promotion.Combine the four aspects above,the marketing strategy of Company Z’s self-adapted learning platform “Excelsior Class”is optimized overall,so as to improve product services and user experience.In the end,the supporting measure for implementation the strategy are proposed,such as improving the training system for teachers;optimizing the user operation system;establishing and improving incentive measures;ensuring the safe and stable operation of the platform by necessary technical means and so on.This dissertation puts forward a feasible marketing plan for Company Z’s self-adapted learning platform “Excelsior Class”and hopes to be of reference and instruction to other companies as well.