Market Decision Research On B Company's Online Children Programmming

Chinese is always known as a nation that emphasizes a lot on education.With a population of 1.4 billion,education is a rigid demand to all Chinese families with no obvious periods.Therefore the education industry has drawn much attention.Recently,large progresses have been made in numerous new technologies such as cloud computing,AI,deep learning etc.which will result in the drastic changes in all aspects of education.At the same time,due to the huge demand for IT talents in the job market with high average income,children's programming education has attracted lots of parents and students.In addition,the government pays more attention to children's programming from the policy level.In particular,the "double reduction" policies introduced this year banned all kinds of main subjects training,only to leave out programming and scientific innovation projects.The study of marketing strategies for children's programming enterprises has significant meanings on making profits both theoretically and practically.This article tries first to explain the background and the significance of the research,and summarize the domestic and international situations,based on which,the "whats" and "hows" of the research was demonstrated.By reviewing the classic marketing theories,a solid base was established for the latter case study.Children's online programming product of B Company has been introduced as a specific case for marketing strategy analysis.Starting with breaking downs of macro environments and industry environments,SWOT provided the proper strategies for the company.4PS and STP theories have been applied on the present marketing strategies of children's online programming products of B Company.Based on the previous work,optimizing solutions of marketing strategy of children's online programming products of BCompanybased on the new 4S combination is put forward.Finally,the research content and results are summarized.The research has found the following insufficienciesinmarketing strategies of children's online programming products of BCompany: the focusing time of low-grade students is limited,leaving the actual learning efficiencyunguaranteed;the unique programming tools for children have no corresponding tests or competitions;price per course is higher compared to other children's online programming products;the existing marketing channels did not penetrate into the third and fourth tier cities and below.The cost of getting customers is high and the profit is low.The optimization solutions for these problems include: provide a complete set of solutions dealing with users' pain points to improve user stickiness and cultivate user loyalty;break down course into flexible modules,adding each module with corresponding linkage components and allowing users to pay for different modules separately;users from low tier cities who are price sensitive can use "monthly" service which means users can choose any number of courses in that month by paying a fixed fee monthly,using high-quality content to attract traffic and complete retention,while promoting some users with further needs to pay for the live courses;create new traffic entrance with intelligent hardware,using intelligent education hardware as a freebie of online courses to attract more users to pay for online courses;encourage existing users to post their comments on teachers,courses and services on their social platform.