| In the spring of 2020,due to the impact of the new type of coronary pneumonia,all primary and secondary schools in the country delayed the start of spring semester.In this context,online education has been chosen by history.According to the official data of the Ministry of education,in 2019,there were 2956 colleges and universities,76000 middle schools and 170000 primary schools in China,involving 1.67 million full-time university teachers,6.29 million middle school teachers and 6.1 million primary school teachers,cultivating 225 million primary and secondary school students.Such a large-scale teachers and students have to carry out online teaching,online education is undoubtedly the hottest market at present.In 2013,online education was introduced into China.Then,from colleges and universities to online education companies in China,online education concepts and teaching methods were widely promoted and publicized,and it was proposed to carry out teaching reform through online education,improve teaching quality and teaching effect,and realize teaching equity.The development of online education in China's higher education market is divided into two stages:the first stage,from 2013 to 2017,is the initial stage of the online education platform market of colleges and universities,with a market scale of more than 500 million.However,the main problem in this stage is that the understanding of online education is not deep enough,more is built,less is used,and the market is competitive,but not cruel;the second stage,from 2018 to now Because of the widespread application of mobile Internet technology and big data technology,the formation of online teaching habits and the vigorous promotion of education authorities,the upgrading of customers' needs,the upgrading of online education platform,the overall expansion of market scale,the annual market share of more than 180 million,the competitive situation is also changing significantly.Since 2013,Superstar has been leading and promoting the development of the market.After 2018,due to problems in products,marketing channels,business models and implementation of policies,the market performance of Superstar online education platform has also declined.How to deal with policy changes,how to adjust the marketing strategies of products,channels and other aspects is very important for the next stage of market competition.Based on a large number of theoretical basis and literature research,this paper summarizes the previous research methods and theories of online education platform marketing strategy.Secondly,based on 4Ps theory,this paper analyzes the current market competition and the marketing strategy of "one platform,three terminal" intelligent teaching system of superstar online education platform.And the marketing strategy of superstar online education platform is the focus of the analysis,through a large number of objective data analysis to find the specific problems of the current marketing strategy of superstar platform products.Finally,through the differentiation competition analysis method and the related forecast method,to demonstrate and clarify the product marketing strategy.Put forward the marketing strategy optimization scheme of super star,one level and three end intelligent teaching system,and achieve the purpose of occupying the first opportunity in the market competition by pushing out differentiated products and business models.Through the analysis of this paper,we can find a set of analysis method suitable for the marketing strategy of online education platform,respond to the changes of the market with active changes,and provide a level three terminal intelligent teaching system for the online education platform of superstar,so as to help superstar win in the increasingly fierce market competition in the future. |
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