Research On Product Strategies For The Online Transformation Of Offline Education And Training Institutions In The Post-epidemic Er

The outbreak of novel coronavirus pneumonia has had a great impact on education and training,and has promoted the transformation of education and training.Teaching has changed from offline teaching to online teaching.Before the outbreak of the epidemic,online education and training had received full attention from the industry,and was considered as an effective supplement to offline teaching,with great development prospects.However,through consulting relevant materials,we found that there were relatively few systematic and targeted online teaching studies.Although the research angles were diverse,they lacked depth.At the same time,the education and training industry is also greatly supported and influenced by national policies.In August 2021,the state proposed the "double reduction" policy,which poses new challenges to the education and training industry.Therefore,under the background of the "post epidemic era" and the "double reduction",it is of great significance for us to take education and training as the research entry point,deeply explore its advantages and put forward existing problems.This paper takes the traditional education and training company a as an example to deeply study and analyze the transformation of company a from the traditional offline education and training institutions to online education and training in the face of the normalized control of the epidemic.In the process of transformation,it must take into account the changes of the market environment.This paper analyzes the opportunities and challenges faced by the entire online education industry from the macro environment,and uses the Porter five forces model,It analyzes the internal environment of the education and training industry where company a is located.Finally,it analyzes the internal strengths and weaknesses of company a through SWOT analysis,and summarizes the actual situation faced by company a in the process of transformation.In the transformation process of the company,whether the product matches the market demand is the first factor to be considered by the enterprise.Therefore,this paper focuses on the product strategy of company a in the online transformation process,and analyzes it from three angles:product positioning strategy,product brand strategy and new product development strategy.It elaborates the market segmentation strategy of company a’s new products in detail,and obtains the market positioning of company a’s online products;In the process of transformation,the brand positioning of company a will also change,and the development of new products will be carried out from three aspects.I made a comparative analysis of the online products of company B of the same type in the market,and conducted a market survey on the efficiency,satisfaction and existing problems of students’ online classes.Finally,I summarized the problems of company a’s product strategy in the process of online transformation,and gave targeted suggestions based on these problems,It is hoped that it can help company a to achieve its business objectives more smoothly in the online transformation process,and also provide inspiration and reference to enterprises in the same industry.