Study On Marketing Strategies Of B Children’s Programming Education Company

Since 2012,the popularity of the children’s programming industry has gradually increased.The country has successively introduced a number of favorable policies,which have attracted capital to inject into this track.With the introduction of the "double reduction" policy in 2021,training companies offering various disciplines have also been rapidly transforming into non-disciplinary training courses.Therefore,at present,the competition in this industry is becoming more and more fierce as can be seen from the number of homogeneous products increasing and the cost of acquiring customers in the market largely increasing.Through the analysis of company B’s development background and industry’s status quo,it is found that company B has failed to achieve industrial upgrading and deep integration of online and offline modes under the background of the current market environment.The lack of market penetration and excellent teachers in the industry has caused long-term attractiveness deficiency to students and parents,resulting in the failure to effectively transfer the renewal rate and referral rate of old customers.In order to help company B to accurately locate product users,this paper adopts comparative analysis,questionnaire survey and case analysis method.The product matrix does not reach different audiences,with pricing lacking differentiated strategies,which makes it difficult to acquire customers through a single market channel,and the promotion methods fail to effectively drain traffic.The reason for the analysis of the problem is that the product layout of company B is not comprehensive and cannot be effectively integrated,fundamentally caused by low utilization of resources,new media,and lack of long-term promotion planning.Therefore,through the research on the products and marketing of other companies in the same industry,combined with the analysis of company B’s products,its own resources and the industry environment,it is proposed to optimize the customer management system,establish its own talent training system,and broaden the customer acquisition channels to achieve all-category marketing solutions.At the same time,company B should further ensure the guarantee of manpower,technology and capital,so as to realize the steady growth of corporate profits.Through the analysis of the product marketing strategy of company B,guided by the current policy direction,combined with user portait,marketing segmentation and 4P theory,this paper analyzes and extracts the marketing optimization strategy applicable to the company under the current industry background,with a hope to facilitate the marketing stragety development of other enterprises in the same industry.