Research On Marketing Strategy Optimization Of XF Company's Educational Information Products

By the end of 2018,the number of customers of China's educational informatization products has reached 135.398 million,and the market investment of educational informatization products has reached 313.2 billion yuan.In fact,the potential and actual customer groups of educational information products in China are nearly 300 million,and the market space of educational information products is still huge.However,with the increasingly clear positioning of customers' demand for products and the increasingly fierce competition in the market of educational information products,how to provide educational information products to meet customers' needs around the customer market has become particularly important.XF company,as a listed technology company in the capital city of central China,is under more and more pressure to promote its educational information products with more and more demanding demands from customers.The main purpose of this paper is to improve the marketing strategy of XF company's educational information products to meet the market demand and improve customer satisfaction.Based on the detailed reading and classification of domestic and foreign research and existing works,this paper makes clear that STP and 4C marketing theory are the research theories of this paper by using the method of literature survey.At the same time,combining PEST analysis,competitor analysis,consumer demand and XF company's internal resource analysis,this paper finds that macro and micro environment is beneficial to the marketing of educational information products,but there are also some adverse factors.Then,combined with SWOT analysis,this paper believes that XF company can take so and wo strategies to combine with each other,take advantage of market opportunities,face up to internal advantages and disadvantages to carry out educational information product marketing,and carry out marketing at the product,cost,channel convenience and customer relationship level,that is,provide marketing around customers.Secondly,based on the in-depth analysis of XF company market layout,product marketing,price marketing,channel marketing and promotion,combined with the analysis of market environment,this paper finds that XF company's educational information products are disconnected from customers in terms of market layout,low degree of product differentiation,no consideration of customer cost in pricing,and no attention to customer convenience in channels.The influence of promotion measures is not obvious.This paper also deeply analyzes the causes of the problems,and holds that the marketing problems are caused by the market level not taking customers as the center,the product level neglecting the personal market,the price level demanding the maximum benefit,the channel level neglecting the establishment of long-term cooperative relationship,and the promotion level relying too much on the existing resources and neglecting the marketing personnel.Finally,in view of the problems,combined with the relevant marketing theory and considering the market environment factors,this paper puts forward the segmentation of educational information product market based on the particularity of the product,the selection of target market based on the customer attributes,and the market positioning based on the technical advantages of XF company.At the same time,it puts forward the improvement of product strategy to meet the customer differences and the improvement of pricing strategy.Consider customer cost,improve channel strategy to provide customer convenience,improve promotion strategy to strengthen customer communication,and finally improve the market competitiveness of XF company's educational information products.