Research On Marketing Strategy Of Z Online Education Company

Affected by the Internet and mobile devices’ rapid growth,the scale of online education market continues to grow,and China’s online education market is favored by the capital market.The COVID-19 pandemic in 2020 has prompted educational institutions across the country to adopt a "no-school" strategy.Students across the country have embarked on an online learning journey and brought a leap forward to the online education market.With the launch of the online education industry K12 education "double reduction" policy in 2021,the capital market’s investment eyes turn to the field of vocational education,vocational education track ushered in a financing boom.With the influx of capital,it is inevitable that vocational education will be rolled in.Vocational education projects of small and medium-sized online education companies are facing a more intense competitive environment and the sustainable increase of customer resources costs.Marketing strategy optimization is the key to the company’s survival and development to break through the industry difficulties.This paper takes the online vocational education project of Company Z in the field of online education as an example.Firstly,it conducts field investigation,analyzes the actual situation of the company’s marketing strategy,and finds out the existing problems in the marketing strategy.Combining the theory of 4 p,SWOT analysis and STP analysis theory further Company Z in the field of online education facing the macro environment and the market segment,and Company Z in the field of online education internal product,price,channel,promotion,etc,existing problems and causes of problems,from the perspective to solve the problem,put forward the optimization of enterprise marketing strategy,This paper provides some reference for small and medium-sized online vocational education companies.