Research On The Marketing Strategy Of H Online Education Institution

With the implementation of the strong education supervision policy,a series of adjustments have gradually stripped the subject training of K12,and moved closer to the direction of policy permission and encouragement.One of the key issues that online education enterprises need to think about and solve is to maintain a stable profit model for a long time and continuously explore marketing strategies.Online education as the research object,based on the H online education is a typical online education companies,starting from the current situation of the development of online education at home and abroad are introduced,the marketing strategy,online education and so on literature,applied basic theory knowledge,using PEST analysis tools and methods,such as analysis of marketing environment of H online education institutions,This paper focuses on the marketing strategy adjustment in the current marketing management practice of H online education institution,analyzes the marketing status quo of products and promotion,puts forward some improvement schemes for existing problems,and puts forward some suggestions to ensure the smooth implementation of the improvement schemes.Through investigation and research,this paper finds that H’s online education is mainly based on online education mode.In the face of the state’s "double reduction" policy,marketing strategies can be improved and adjusted in four aspects.First,from the market segmentation,target market selection and market positioning and other aspects,according to the actual situation of H online education form diverse target market,set up innovative and interactive products for different target market positioning,according to different groups of differentiation marketing,won the customer’s identity and loyalty,strengthen customer viscosity.Second,under the ’Double Reduction’ policy,education and training have turned to the quality-oriented education market.Institutions should make use of the power of national policies,actively use the media,carry out public welfare activities,promote new products,improve visibility and their own topic heat.Online education,which used to attract traffic through capital power,high marketing costs and simple but effective advertising,should focus on products and services.Third,improve service quality,establish good customer relations,with the help of data mining analysis technology,expand the number of customers;Explore the possibility of cooperating with primary and secondary schools to expand business.