Research On Optimization Of Marketing Strategy Of S Online Vocational Education And Training Company

A sudden epidemic in early 2020 disrupted people’s lives,the economy pressed the pause button,and all walks of life slowed down the pace of development.The epidemic has affected the pattern of the education industry.For a time,various types of online training institutions have sprung up.Among them,K12 education institutions are particularly active,but for small and medium-sized online vocational training institutions that have survived in the cracks,it is no different from worsening the situation.The epidemic has delayed many vocational qualification exams,which directly affected the sales of these courses.In such a contrarian situation,small and medium-sized online vocational training institutions need to adjust their marketing strategies,improve their competitive strength,continue to innovate,and move forward in the wind.This article uses S online vocational education and training company(hereinafter referred to as S company)marketing strategy optimization as the research content,based on 4P marketing mix strategy,using PEST analysis model and Porter’s five forces and other tools,using literature research,market research,second-hand data analysis,etc.Method,analysis of its macro and micro environment,corporate marketing strategy,pointed out the problems of single product,unattractive pricing,narrow channels,and lack of vitality in the promotion strategy during the marketing process of S company.And to optimize these issues,in which products should follow the principle of diversification,optimize services and improve quality,and develop special courses;follow the principle of differentiated pricing;develop a multi-channel model,especially actively integrating new media communication methods;optimize promotional strategies to create Vigorous promotional activities improve the company’s competitiveness and achieve profitability.In the era of "Internet +",companies should make full use of big data,analyze customer needs,and continuously adjust and optimize marketing strategies.I hope this article will provide reference for online vocational education institutions to change their thinking,adjust marketing strategies,and explore new paths for the development of online vocational education institutions.