Research On "English Fluency" Brand Martking Strategy From The Perspective Of Long Tail Theory

The development of Internet technology has given new development opportunities to different industries."Internet plus education" is an education form that combines science and technology with education.During the epidemic,this form of online education played an important role,not only breaking the constraints of time and space,but also providing ideas for solving the imbalance of regional educational resources.With the development of the online education industry and the growth of market demand,the industry continues to mature and deepen the division of labor.As an advocate of intelligent education,Fluent English Speaking officially listed on the New York Stock Exchange six years after its launch,becoming a unicorn company with an English education brand.The development of fluent English speaking cannot be separated from its clear positioning of its own brand and operable brand marketing strategies.However,with the saturation of market demand,the competition in the online education industry is becoming increasingly fierce.How to adopt more effective brand marketing strategies to accurately meet user needs and achieve the development of the industry is not only a question that relevant practitioners need to consider,but also a research direction that scholars can launch.This article takes "English Fluency Speaking" as the research object,analyzes how its brand marketing strategy is carried out in the Internet era,and how the long tail effect is reflected in English Fluency Speaking brand marketing.It combines research methods such as questionnaire survey and semi structured interviews to study the existing problems in English Fluency Speaking brand marketing strategies.Based on the Long Tail Theory,the author attempts to provide optimization suggestions for brand marketing strategies that are fluent in English,hoping to provide some reference for similar enterprises’ brand marketing strategies.Through research,it has been found that when formulating and implementing brand marketing strategies for the "fluent English speaking" brand,there have been problems such as immature AI technology,poor quality of course content,strong community marketing,and difficulty in refunding fees.To address these issues,the author provides specific optimization suggestions from the perspective of the Long Tail Theory.First,speaking English fluently can enrich the product categories of the course by optimizing AI technology,adopting the PUGC "collaborative production" model to meet the diverse needs of users;Secondly,when conducting the long tail of communication,it is emphasized to effectively integrate communication channels,play the role of "long tail aggregator" of channels,utilize social media operations,proactively maintain relationships with users,and strengthen digital public opinion monitoring and management of brands;Finally,in terms of connecting supply and demand,starting from three levels: community platform operation,user word-of-mouth communication,and accurate recommendation of big data,this paper proposes strategies and methods for refining the operation of users,aiming to provide effective and detailed marketing optimization strategies for the "fluent English speaking" brand.From a theoretical perspective,this article uses the Long Tail Theory to explore the marketing optimization strategies of online education brands represented by "fluent English speaking",which can not only enrich the application scenarios of this theory,but also provide optimization suggestions for similar brands;From a practical perspective,this article closely combines the communication characteristics of the Internet era to summarize a general plan for optimizing the marketing strategy of the "English Fluency Speaking" brand,which can provide some reference for the marketing strategy of the "English Fluency Speaking" brand in the context of the Internet era,and can provide beneficial thinking for the overall development of China’s online education platform.