Research On Marketing Strategy Optimization Of Intelligent Teaching Platform

The marketing issues of intelligent teaching platform has always been a critical practical problem in the field of intelligent education.Previous studies mainly focused on the marketing promotion of K12 basic education tutoring institutions and the development as well as application of intelligent education.The purpose of this study is to explore the problems of intelligent teaching platform in marketing and marketing optimization analysis from the perspective of consumers,which is conducive to the reasonable choice of marketing strategies in the marketing of intelligent education enterprises and providing a broader market space.This study uses the 4C(Customer,Cost,Convenience,Communication)marketing theory as the main body of the framework,and focus on Zhixue.com through literature research,interview and case study to analyze the current marketing and operation status of the company.This paper also adopts the interview method to interview and investigate the leaders in charge of education,the teaching and research team leaders,the front-line teachers,parents as well as students to collect the required information and sort it out.Combined with PEST analysis method and Porter’s five forces model,this paper analyzes the macro environment of the industry as well as the competitive environment within the industry,and analyzes the following problems in the marketing of Zhixue.com based on 4C marketing theory: Firstly,at the consumer level,there are problems such as ignoring consumer needs,refining customer classification and problems with personalized service.Secondly,at the cost level,there are problems such as inaccurate product pricing strategy,rigid price control of products,insufficient promotion methods and lack of value-added services for products.Thirdly,at the convenience level,there are problems with consumers’ access to products,the lack of convenience in accessing product value and the lack of after-sales service.Fourthly,at the communication level,there is a lack of in-depth communication of the product value information,and there is no distinction between different consumer groups in terms of communication methods and time.With the combination of interview data to further explore the causes for these problems,and then put forward suitable and reasonable marketing strategies for solving these problems.In this study,the optimization strategy suggestions for Zhixue.com marketing are mainly put forward from four parts.This study explores the optimization of marketing strategy of Zhixue.com from four levels.Firstly,at the consumer level,enterprises should further subdivide the consumer market according to individual needs of different consumers,stimulate and explore the growth points of old customers’ demand for products,study consumer demand and convert potential consumers.Secondly,at the cost level,enterprises should pay attention to the use value of products,increase consumers’ satisfaction with the products,implement the gradient pricing system,increase the value-added services of products and reduce promotional costs to optimize product costs.Thirdly,at the convenience level,enterprises should enhance consumers’ convenience experience,optimize sales models and improve after-sales service quality,so as to enhance the consumers’ convenience experience.Fourthly,at the communication level,enterprises should make use of the trendy social software and self-media to carry out targeted delivery strategies and increase communication with consumers.According to different consumer groups,different communication strategies should be implemented.In the end,the customer evaluation system should be improved to achieve a comprehensive understanding of customer needs,and the rafter-sales problems should be refined so as to achieve humanized and personalized service.