数字经济背景下在线教育培训机构的营销策略探索——以“星火教育”为例

Marketing Strategy Exploration of Online Education and Training Institutions under the Background of Digital Economy——Take“Xinghuo”as an Example

目前,随着数字经济的快速发展,教育领域面临着向数字化转型的挑战。与此同时,在国家宏观层面的支持下,K12教育(指从幼儿园到高三的基础教育)正朝着很好的方向不断发展,越来越多的人重视教育,对教育的需求不断增强,有大量的机构涌入教育行业。要想脱颖而出并且提高盈利水平,完善和拥有自己的营销策略就必不可少。本文以星火教育公司为例,使用PEST法、波特五力模型对我国K12教育行业的营销模式进行剖析,分析其建构模式、员工管理、企业文化等。通过STP分析法确定公司的市场细分、市场定位和目标市场的选择,对提升竞争力改进策略提出建议。

At present,with the rapid development of the digital economy,the field of education is facing the challenge of digital transformation.At the same time,with the support of the state at the macro level,K12 education(referring to the basic education from kindergarten to senior three)is developing in a good direction.More and more people attach importance to education,and the demand for education continues to increase.There is a huge influx of institutions into the education sector.To stand out and increase profitability,perfecting and owning your own marketing strategy is essential.In this paper,Xinghuo Education Company is taken as an example,using the PEST method and Porter's five forces model to analyze the marketing model of my country's K12 education industry,and analyze its construction model,employee management,and corporate culture.Determine the company's market segmentation,market positioning and target market selection through STP analysis,and put forward suggestions for improving competitiveness and improving strategies.