Research On The Status Of Marketing Strategy And Optimization Of Z Company’s Smart Education Business

In recent years,the Chinese government has attached great importance to education informatization,and has issued many guiding policy documents.Under this background,a new educational form based on information technology,different stages and different scenarios has been derived.Among them,intelligent teaching is not only a new realm of teaching development in the information age,but also an important goal of future teaching.Therefore,how to strategically grasp the general trend of educational informatization,and how to use reasonable marketing strategies tactically to occupy the market competitive advantage,has become a major problem for many educational and cultural enterprises to be solved urgently.This paper takes Z Company,a state-owned education and culture company as the main research object,and conducts an in-depth analysis of the current business strategy and problems of its smart education service,and puts forward the overall goal and specific plan for optimization.First of all,the article starts from the theoretical basis of enterprise marketing strategy,and lays the groundwork for the relevant concepts and theoretical basis that will appear in the article.Secondly,using literature analysis method,case analysis method,Porter’s five forces model,PEST data analysis method and other research and analysis methods,the paper provides a macro environment and competitive environment analysis for Z company’s smart education service.Opportunities and challenges coexist.Then,the paper presents the classification and problem analysis of the existing marketing strategies of the company’s smart education business.,such as insufficient product differentiation,lack of price advantage,professional marketing channels,and neglect of long-term customer sentiment construction.On this basis,put forward the goal of Z company’s marketing strategy optimization in the smart education industry,that is,in the four aspects of commodities,pricing,service channels,and sales,give specific optimization methods for its marketing strategy,including customized,lightweight and intelligent product development strategies,flexible pricing strategies for different customers and project types,expansion of Internet marketing channels,and management,expansion of domestic direct sales channels and overseas channels,etc.And corresponding guarantee measures are made in order to ensure the successful realization of the optimal design scheme.The thesis hopes that through the optimization of the marketing strategy of the Z company,it will make it a breakthrough in the increasingly fierce international education market,so as to further enhance the comprehensive strength of the Z company,and have a certain degree of development for the company engaged in the same industry.reference meaning.