Research On Marketing Strategy Of The Y Company Intelligent Assistant Teaching Platform

With the popularization and deepening of informatization in various industries,the process of education informatization has also made great progress due to the introduction and implementation of the education informatization 2.0 policy,and the competition in the education informatization software market has become unprecedentedly fierce.Company Y The self-developed K12 intelligent teaching auxiliary platform called "Lin Rhino Platform" has been operating in the market for 2 years.At present,there still exist a series of problems such as low market share,slow market expansion,and single product portfolio.This article starts with the analysis of the external macro environment of the Rhinoceros platform,and uses the PEST analysis method to analyze the four major aspects of the policy environment,economic environment,social environment,and technical environment of the Rhinoceros platform.Then,it analyzes the current situation,trends,needs,problems,and industry competition of the education informatization industry.The competition analysis is completed by the Porter five-force model.Then,research the company Y’s profile and the internal environment of the Rhinoceros platform,and then use the SWOT analysis method to propose the advantages,disadvantages,opportunities,and threats of the Rhinoceros platform and form the SWOT matrix of the Rhinoceros platform.Then,according to the dimensions of school influence and payment speed,the K12 education market was subdivided and some middle school markets were targeted as the target market,and the market positioning of the Lingxi platform was completed for the target market.Then,formulate a marketing mix strategy for the target market,including product strategy,pricing strategy,channel strategy,and promotion strategy,and finally develop a comprehensive implementation plan and safeguard measures.