Research On Intelligent Marketing Strategy Based On 4D Theory

The IT training industry has developed so far.With the gradual evolution of technology and the improvement of practical application complexity,it has entered the development stage of letting a hundred flowers bloom and competing for the best.It training institutions are facing different difficulties,such as slowing performance growth,declining product attraction,low channel utilization and so on.Taking the adult IT training business of XQ company as an example,this paper puts forward the optimization suggestions and guarantee implementation measures of marketing strategy.XQ company has 17 years of development history in the IT field,and its business is representative.This paper studies the macro environment of XQ company through PEST analysis,studies the competitive environment it faces by using Porter’s five forces model,and studies its strengths,weaknesses,opportunities and threats combined with SWOT analysis.Study the current situation of its marketing strategy,and further clarify the main problems of its current marketing strategy through questionnaires and interviews,such as insufficient attention to consumer demand,incomplete transition from static communication to dynamic communication,low utilization rate of value transmission path and lack of whole process data ability.On this basis,using 4D theory,KOL marketing,contact marketing and other modern smart marketing theories,this paper puts forward targeted marketing strategy optimization suggestions,including forming rapid adjustment potential energy according to consumer needs,establishing diversified dynamic communication mechanism to improve brand communication efficiency,building a three-dimensional value transmission model to improve marketing efficiency,and using big data to drive precision marketing.Finally,it puts forward corresponding marketing strategies and implementation guarantee measures in three aspects of human resources,organizational system and corporate culture,such as establishing a perfect and humanized employee incentive system to improve the enthusiasm of on-the-job employees,expand the recruitment channel of new employees,improve the reserve of digital talents,improve the collaborative efficiency of managers,implement corporate culture and so on.The research on the marketing of IT training industry has a long history,and there is a certain degree of disconnection with the current development status of the industry.Based on the current development trend and modern marketing strategy of IT training industry,this study puts forward marketing strategy optimization suggestions for XQ company,which has certain practical guiding significance,and also has certain reference significance for other industries and enterprises on how to make marketing play a greater value in the new Internet era.