Research On Product Development Strategy Optimization Of Gaotu Company

The progressing of internet offers the support for technological advancement of online education in China.Specially,the outbreak of Covid-19,the online education is mainly responsible for the work of teaching in internet.The services in multi and smart teaching lead to attract a host of users to educational training market.In 2021,with the implement of “Double Reduction” policy(reducing the homework and the tutoring task of extra-curricular after school)in China,a great number of private training schools concerning extra-curricular after school closed down or conversed into other related business fields.Compared with the strongly competitive enterprises of focusing on online education companies such as profession teaching,humanistic education etc.,how to explore,design and update the training curricular products in order to strengthen the profit capability,increase the competitiveness in stability is the issue that those educational companies are to think and deal with.The dissertation is concerning the online education company which is named Gaotu and it cores the online education and its product development both in China and foreign countries.Based on the basic theories and knowledge of product strategies of marketing management,the author uses the methods of questionnaire making and expert interviewing to assess the fulfillment of users and explore the problems that product development strategy in Gaotu company;uses techniques of PEST,Five-force model and SWOT to investigate the internal and external circumstances in product development and analyzes the causes of product development strategy in Gaotu company;concerning the variations of products,curricular content classification and innovation,improving the users’ experiences,the dissertation proposed the plan of updating product development strategy that combines product system and content,product price and service,assembly of product and market in Gaotu company and gives affordable measures and suggestions that implement the proposal.