A Education Technology Company’s Research On Online Education Product Marketing Strategy

Under the background of the era of social development and progress,the Internet education economy has entered a new stage of development in our country.The overall education form has the basic characteristics of diversity and richness.Diversification trend of education product is also not allowed to be ignored.The prospect of education development is very bright when capital and technology develop rapidly.At the same time,there are also some challenges in the industry.There are great competitions among these online education enterprises and they face commercial realization tests.In view of these situations,relevant enterprises need to develop appropriate marketing strategies,which is also an important prerequisite for long-term sustainable development.The research object of this paper is educational technology company A that i have been working for.It has education,technology,and teaching service base.And it is a comprehensive enterprises in education service and technology.Which mainly provides the chief examining college and university with curriculum resources development,enrollment and student status services,teaching and educational administration services,and student curriculum guidance management services.On the basis of the comprehensive analysis of the company’s online education products at this stage,the research conclusion of this paper is drawn.Based on the internal environment and external environment,through the proper and reasonable collection of practice and theory,as well as the effective use of SWOT model,PEST model and Porter’s five forces model,the feasibility of the product itself is comprehensively and deeply analyzed At the same time,a comprehensive and in-depth study on the internal factors of the marketing strategy of a educational technology company is carried out,which specifically covers the diversified problems such as high product price,single sales channel and poor promotion effect.At the same time,it should be noted that the existence of the above problems affects the long-term development of the company.This paper puts forward targeted strategies,hoping to provide necessary experience and reference for the later stage of development.It emphasizes customer-oriented,abides by the basic principles of integrity management,and carries out product positioning adjustment and marketing mix strategy while the market target changes dynamically Comprehensive development is also a key part,emphasizing the pertinence of the strategy.Finally,from the aspects of innovation of marketing team concept,improvement of marketing team quality,improvement of marketing organization structure and creation of multi-dimensional cooperation exhibition,this paper puts forward the implementation guarantee measures of marketing countermeasures of a educational technology company.Based on the perspective of problem discovery and analysis,this study proposes targeted solutions and finds out problems during the development process of domestic education technology companies at this stage.It especially focuses on marketing mode and propose targeted strategies considering the present status.At the same time,it also explores deep-seated reasons and more valuable strategies.In order to provide reference and lesson for online education companies,it proposes the feasible marketing strategy that the company should adopt at present through observing,comparing and combining the characteristics of online education.