在线教育企业市场营销策略研究–以猿辅导为例

本科论文entrepreneurs have focused their attention on the offline education industry with huge marketcapacity.Now the online education industry has passed the stage of extensive development,and has been on the fast track of formal development driven by politics,economy,society andenvironment.This study chooses ape tutoring online education enterprises as the research object.Firstly,based on the background of ape tutoring online education enterprises'marketingstrategy research,this paper explains the current marketing situation of ape tutoring onlineeducation enterprises,and then analyzes ape tutoring online education enterprises.In terms ofthe use of analysis methods,there are mainly 4P analysis,PEST analysis and SWOT analysis,etc.,while this paper analyzes the marketing strategy of ape online education enterprises,itmainly uses PEST analysis to analyze the macro competitive environment of ape onlineeducation enterprises,SWOT analysis to analyze the internal and external competitiveenvironment,and then it analyzes ape online education enterprises from the perspective of 4Panalysis This paper introduces the current situation of product mix of online educationenterprises,finds out the existing problems of marketing strategies of online educationenterprises of ape tutoring,and puts forward the optimization of online product mix of onlineeducation enterprises of ape tutoring,the adoption of recognized value pricing method toimprove the recognition of target users,the expansion of multiple channels to introduceeffective customers and the filling of effective customers After investigating the market,wecan make the promotion decision to promote the optimization of marketing strategy of apetutoring online education enterprises,and also provide experience for online educationenterprises in the same industry.Key words:external environment;SWOT analysis;online education enterprise