Research On Marketing Strategy Optimization Of XDF Company's Online Education

With the increasingly fierce competition among online educational institutions,New Oriental Education & Technology Group Inc.,which started from offline English training,set foot in the field of online training at an early stage.However,in the recent two years,online education and training institutions,such as XRS Online School,Ape Tutoring,and Kaochong,have carried out a large number of marketing activities,thus quickly seizing the online education market,while New Oriental Online only got listed in Hong Kong stock market in 2019,starting slow marketing campaigns.Based on existing theories,market data,and marketing materials of New Oriental school online,this paper adopts the method of questionnaire and case study to research and construct the marketing optimization strategy of XDF online education.Specifically,it analyzes the current marketing environment the company is facing,including direct competitors,potential competitors,alternative products,consumer purchase,providers,etc.;concludes its current status of marketing strategies: price strategy with online and offline benchmarking;channel strategy that emphasizes tradition and light delivery;promotion strategy that requires large investment and slow output.Point out the problems in its marketing strategy: product types are small and localization is weak;product pricing advantages are not obvious;traditional marketing channels are limited in vitality;promotion methods lack diversification,etc.Based on these problems,analyze the reasons: deviations in target market segmentation and positioning;lack of a systematic pricing mechanism;insufficient innovation in new media channel marketing;insufficient attention to product promotion.On this basis,the countermeasures for optimizing XDF’s online education marketing strategy were proposed: strengthening localized product positioning strategy;establishing a scientific product pricing system;enhancing channel marketing innovation capabilities;building an excellent promotion team to enhance brand influence.Finally,the guarantee measures for optimizing XDF’s online education marketing strategy are proposed: including increasing AI investment to help precise product positioning;improving the professional development direction of teachers;optimizing the organization and marketing team structure;creating an open and transparent corporate culture.The study presented in this article would be conducive to solving the dilemma of New Oriental school online in marketing and enhancing related marketing strategies,which enables the company to gain an enduring competitive edge in today’s fierce marketing competition.Meanwhile,it also has reference significance to counterparts in the field of training and education.