Research On The Optimization Of Marketing Strategy Of Adult Online Training Institution

Internet technology began to develop rapidly at the beginning of the 21st century,and various business ecologies accompanying it are constantly iterating and evolving.As one of the important business fields in China,education and training industry has been greatly influenced by business environment,policy environment and scientific and technological background,and its competition is also intensifying.How to use the advantages of the Internet to improve the product delivery ability of enterprises to obtain more users has become a common problem in all teaching and training industries.The marketing strategy of an enterprise often determines the upper limit of its future development,and it can even determine the survival of an enterprise during the three years when the epidemic raged.Therefore,the research on marketing strategy becomes extremely important.However,for many entrepreneurs in the education and training industry,there are still many problems in the marketing strategy of enterprises,such as low frequency of interaction with students and insufficient response to market changes.Based on 4R marketing theory,Opinion Leader theory and Word-of-mouth Marketing theory,combined with literature analysis,questionnaire survey and case analysis,this paper analyzes the current situation of S adult online training institution’s marketing strategy.It finds out that S adult online training institution’s marketing strategy has various problems,such as few contacts with potential customers in social media,insufficient response to changes in adult training market,less cooperation and interaction with media colleges and universities,and insufficient feedback activities for students.Then it analyzes the reasons for the problems in S adult online training institution’s marketing strategy.According to these problems existing in S Adult Online Training Institution,the key points of its marketing strategy are analyzed.The optimization schemes of its marketing strategy include strengthening the publicity and promotion of social media platform,strengthening the cooperation with opinion leaders such as KOL,using positive deeds of enterprises,strengthening the corporate image,strengthening the cooperation with well-known universities and enterprises,and continuing to carry out feedback-based referral activities.The purpose of this study is to optimize the marketing strategy of S Adult Online Training Institution,and improve its ability to obtain customers and market competitiveness,so as to enhance its overall strength in the training market.At the same time,it also provides a reference scheme for many enterprises in the Internet training industry.