Case Study On Digital Marketing Of Xingzhi Education’s Accurate Acquisition Of Customers

The Law on the Promotion of Family Education was officially implemented on January 1,2022.The law clearly stipulates that the parents or other guardians of minors are responsible for the implementation of family education,and the state and society provide guidance,support and services for family education.Obviously,family education has been given full attention by the state in recent years,while many parents are also paying more and more attention to family education.At the same time,with the rapid development of China’s mobile internet industry,the customer acquisition and transaction scenarios of family education are no longer limited to the traditional offline deployment,bringing a more diversified and richer online accurate customer acquisition digital marketing model.However,traditional marketing is product-centered,while digital marketing is customer-centered.For companies that adopt online accurate customer acquisition digital marketing model,its market positioning,product characteristics,customer acquisition methods,marketing strategies and other innovative ways are worth studying and exploring.Xingzhi Education was founded in 2015 and has been involved in the education industry since its inception.Repositioning the family education market segment in 2017,and focusing on the field of family education and training so far.As a family education company with product research and development capabilities,Xingzhi Education has developed into a leading enterprise in the domestic family education industry.The headquarters of Xingzhi Education is located in Nanchang,with more than 600 employees.Through providing family members with many-to-one service mode and online and offline learning forms,it has formed a complete set of family education courses for parents and children to learn and grow together.Relying on the Internet,mobile Internet and other new digital platforms,the company has built a standardized workflow of knowledge production and IP services.Its new media matrix has a certain influence on all major short video platforms.While the company continues to break through the market share through the accurate customer acquisition digital marketing model,it is also actively exploring the use of big data technology,building a complete SCRM system,and promoting the continuous upgrading of the digital marketing system.This thesis adopts the case study method,and on the basis of collecting industry data,carries out investigation and research,reviews its own experience of participating in the company’s operation and management,and integrates and collects company information.According to the collected data and the company’s development process,it is abstracted into a complete case.In view of the business model of Xingzhi Education’s accurate customer acquisition digital marketing,this thesis analyzes the company’s market positioning,product characteristics,accurate customer acquisition methods and digital marketing model,finds out some optimization direction in the company’s accurate customer acquisition digital marketing,puts forward some suggestions for Xingzhi Education,and explores and optimizes the accurate customer acquisition digital marketing model.