A Marketing Research On Online Finance And Economics Courses Of G Company

With the increasing informatization in China,the market scale of the overall online education industry is also showing a rapid growth trend,which is expected to reach590.19 billion yuan in 2022.In order to enjoy the dividend of the Internet era and add fuel to the growth of their own enterprises,the traditional financial and economic education industry has also spawned online financial and economic courses.But faced with online finance and economics courses,new technology products,the marketing activities of major enterprises are not effective,and the acceptance of online finance and economics courses is low,which affects the overall sales of the company.G Company has been based on the financial education and training industry for 16 years since its establishment in 2006,building up a solid position in the industry.Since2017,the focus of the product has been changed from traditional face-to-face teaching to online financial courses.In the process of marketing online financial courses,G Company has also encountered the common problem of low sales in the whole industry.In order to improve the sales volume of G Company’s online financial courses,this study,from the perspective of consumers and based on the UTAUT2 model,constructed a consumer adoption intention model for online financial courses,and investigated 515 consumers in G company’s We Chat community.The research results show that the factors influencing consumers’ adoption intention are perceived usefulness,perceived ease of use,subjective norm,price value,learning habits,quality of information,trial experience and word of mouth.However,the influence of various factors on consumers’ adoption intention is slightly different: Price value and trial experience are the key factors affecting adoption intention;perceived usefulness,subjective norm,learning habits and word of mouth are important factors affecting consumers’ adoption intentions;perceived ease of use and quality of information have relatively little impact on consumers’ adoption intention.In addition,the study also found that age and gender would adjust the impact of price value on use attitude,making its impact stronger among older consumers and men;age will adjust the impact of learning habits on use attitude,making its impact stronger among older consumers;gender does not adjust the influence of learning habits on use attitude.Full-time students and accounts / auditors are more willing to adopt online finance courses than other professions.Based on the research results,this paper puts forward corresponding marketing plans from four aspects: product,price,channel and promotion.The product strategies include refining the categories of online financial courses,optimizing the function design of online courses,and improving the content of courses and the quality of teachers.The pricing strategies are product differentiation pricing and product combination pricing.The channel strategies include deepening social media marketing and strengthening the construction and management of campus agent team.The promotion strategies include promoting the experiential marketing of online courses,establishing the introduction system for consumers to lead the new,improving the sales communication skills of online courses,setting up consumer label classified marketing,and strengthening the reputation construction of online financial courses.Finally,in order to ensure that G Company can successfully carry out the marketing plan,this paper proposes human resources and systems,capital and technical support.This paper is not only committed to solving the management problems of G Company,but also to providing reference to the same industry and promoting the development of online education industry.