Research On Marketing Strategy Optimization Of M Education And Training Company Under The Background Of Mobile Internet

With the continuous expansion of higher education,more and more students choose to go to graduate school in order to increase their employment advantages.With the increasing number of postgraduate entrance examination groups and the influx of postgraduate entrance examination training institutions,the postgraduate entrance examination training market has become extremely fierce.The Internet is integrating with different industries to promote the emergence of new business models.The mobile Internet is closer to people’s daily life and enhances the importance of the Internet in information transmission.The combination of Internet and education has changed the traditional teaching mode.Under the background of mobile Internet,a computer and a mobile phone can choose teachers and courses at will.Online learning has become a new learning mode.Offline courses have become the supplement and expansion of online courses.Offline teaching and online courses have become an important development direction of the education and training industry at this stage.This paper analyzes the marketing strategy of M education and training company by consulting related concepts,marketing theory and literature,combining the current situation of M education and training company with marketing environment.This paper uses PEST analysis method to analyze the macro environment of M education and training company,and Porter five forces model to analyze the competitive environment.Aiming at the purpose of M education and training company’s marketing,this paper uses STP analysis method to subdivide the company’s market,subdivides the course products according to the classification of student groups,and points out the market selection of M education company’s training,that is,to focus on the development and selection of two and three college markets,and to carry out the high-end course marketing combining face-to-face class and online class.For 211 and 985 schools,note the promotion of heavy network courses.M education and training company through the product,price,channel,promotion of four aspects of research and analysis,development of marketing mix strategy.Choose different products according to the segmented market,and formulate the price strategy of the course according to the peer price and customer psychological expectation.According to the development of network information platform,develop network marketing channels,and implement promotion means according to the psychological needs of customer groups and value-added services.Finally,in order to ensure the effective implementation of marketing strategy,the company should formulate safeguard measures from four aspects:human resources,financial management,information technology system and corporate culture.I hope that the strategies mentioned in this paper can provide some help for M education and training company in marketing activities,and also have certain reference value for other postgraduate entrance examination counseling institutions.