Research On Marketing Strategy Of Company Y’s Online Basic Education Products

With the rapid iteration of Internet technology and the promotion of a large number of intelligent terminals,online education has been popularized and developed rapidly,and has become showing a trend of industrialization and scale in just a few years.However,the rapid development of the industry has led to serious problems such as serious homogeneity of online education products,difficulty in obtaining traffic and high teacher costs have emerged,resulting in a decline in profitability and even losses for most companies.Especially after the introduction of the “double reduction policy”,there are stricter regulations and higher requirements for online basic education and subject-based online education training institutions are facing new changes.This thesis takes Company Y as the research object,provides suggestions for optimizing the marketing strategy in view of the impact of external environment changes and the decline of marketing performance,so that it can move towards a more standardized and professional development path under the guidance of national policies.First,this thesis uses analytical tools such as the PEST model and Porter’s five forces model to analyze the macro environment and industry environment.The opportunities and challenges that Company Y is currently facing as below.The opportunities come from the support of national policies,the rapid development of online technologies on the Internet and the recognition of online basic education methods by society.It also faces more challenges,such as a high number of existing competitors,strong upstream and downstream bargaining power,and the threat of substitutes.Secondly,analyzed the existing strategies and operations,conducted a survey of students and parents at the basic education level through the questionnaire method.Concluded that the decline in Y’s performance was due to the products did not meet the individual needs of customers;the charge model did not meet expectations;overly narrow marketing channels,and inadequate after-school services.Finally,based on the results of the analysis and research,we proposed the following marketing strategy optimization suggestions based on the 4P theory:(1)Product strategy:product optimization and innovation through integration of educational resources,product mix according to customer needs,and complete after-school services.(2)Price strategy: using the differences in customer needs to provide different pricing.(3)Channel strategy: optimization of channel strategy by strengthening network promotion and big data precision marketing.(4)Promotion strategy: use of online price promotion and value-added services to improve marketing strategy.