广州安道文化教育有限公司营销策略探析.docVIP

PAGE 广州安道文化教育有限公司营销策略探析 摘要：自2015年工业和信息化部向互联网运营商发放4G牌照以来，我国的互联网络科技发展日益成熟，许多关于互联网方面的创新与竞争也日益激烈。在2018年5G概念的提出与逐渐成型后，我国拥有自己的5G技术，这将会影响到国内许多行业的改革与创新，并且也会淘汰落后的行业。为此许许多多的行业与企业想要在互联网巨浪的冲击下生存就需要不断的与互联网结合创新，因此广州安道文化教育有限公司将互联网与传统的教育行业相结合，推出I派数学教育平台。 本文首先分析了我国线上教育行业背景，以及对线上教育产品的营销环境进行了SWOT分析；接着运用STP战略分析广州安道文化教育有限公司目标市场的选择，通过市场细分、目标市场、市场定位三个方面进行详细探究；再从营销组合策略4P方面对广州安道文化教育有限公司的产品、价格、渠道和促销进行探析，重点是I派产品近半年以来所采用的市场营销策略；最后分析了其在营销策略方面存在的问题并提出了相应的建议，希望其以文中的建议作为参考进行营销策略的优化。 关键词：营销策略，STP，营销环境，营销问题，建议 Analysis on the Marketing Strategy of Guangzhou Andao Culture Education Company Limited Abstract：Since the ministry of industry and information technology issued 4G licenses to Internet operators in 2015, the development of Internet technology in China has become increasingly mature, and many innovations and competitions on the Internet have become increasingly fierce. After the concept of 5G was put forward and gradually formed in 2018, China has its own 5G technology, which will affect the reform and innovation of many domestic industries and eliminate backward industries. For this reason, many industries and enterprises want to survive under the impact of the wave of the Internet need to continue to combine with the Internet innovation, so guangzhou andao culture and education co., ltd. will be the Internet and the traditional education industry combined, launched I school mathematics education platform. Firstly, this paper analyzes the background of online education industry in China, and conducts SWOT analysis on the marketing environment of online education products. Then, STP strategy is used to analyze the choice of the target market of guangzhou andao culture and education co., LTD., and detailed research is carried out from three aspects: market segmentation, target market and market positioning. Then from the marketing mix strategy 4P aspects of guangzhou andao culture and education co., LTD. Product, price, channels and promotion analysis, the focus is the I products in the pa