Research On Marketing Strategy Of K12 Online Education Under The Background Of Information Technology 2.0

the transformation from 1.0 to 2.0 in the construction of educational informationization indicates that China’s educational informationization has completed the transformation from focusing on quantitative change to focusing on qualitative change,which provides solid hardware and software technology services for the development of online education.In the case of increasing demand for K12 online education,K12 online education industry still has problems such as weak core competitiveness of course products,poor interaction and extremely high customer acquisition cost.This paper takes the marketing strategy of Good Future as the entry point,analyzes the market positioning and marketing status quo of the company’s online education,and uses the SWOT analysis method to clarify the market opportunities,threats and its own strengths and weaknesses facing the K12 online education industry.On the basis of general analysis,combined with the existing problems in the future marketing strategy,this paper studies the existing problems in the marketing strategy of the entire K12 online education industry,and uses 4P theory to put forward a targeted optimization plan.I hope the conclusions of this paper can be used to guide the K12 online education industry to find the correct position and continue to make efforts in the era of information education.At the same time,it also provides some reference and reference for the marketing strategy formulation of other educational institutions in the industry,and helps K12 online education enterprises to win competitive advantages and solve user pain points based on market demand.