Project background:

An Internet company wants to develop a new online education platform that provides a variety of courses and resources to users of different ages and needs. The company wants to understand the size of the target market, competition, user needs and preferences in order to develop a sound product strategy and marketing plan.

Project purpose:

Through the network market research, obtain the following information:

Trends, market size, growth rate, key drivers and challenges of the Internet education industry;

Product characteristics, advantages, disadvantages, market share and user evaluation of benchmarking enterprises;

The basic characteristics of the target user, learning needs, consumption habits, purchase motivation, selection criteria, etc;

Users' expectations, acceptance, willingness and suggestions for new products.

Project Content:

The project uses the following online market research methods1：

Network questionnaire survey: design and publish online questionnaires, invite target users to fill in, collect and analyze users' basic information, learning needs, consumption habits and other data;

Network enterprise research: through telephone or video, in-depth communication with part of the questionnaire, to explore the user's purchase motivation, selection criteria, expectations and suggestions for new products;

Online competition analysis: through search engines, social media, third-party platforms, etc., collect and analyze the product information, advantages and disadvantages, market share, user evaluation, etc. of benchmarking enterprises.

Project results:

Through the network market research, the project reached the following main conclusions:

The Internet education industry has shown rapid growth in recent years. Driven by policy support and social needs, it is expected that there is still a lot of room for development in the future.2022The scale of online education users in China reached4.3Billion, year-on-year growth16.8%, the market size reaches600Billion yuan, year-on-year growth23.5%；

Among the benchmarking enterprises, the traditional educational institutions represented by New Oriental online, good Future and Xueersi have strong advantages in brand awareness, curriculum quality and teaching staff, but they have great limitations in product innovation, personalized service and price competition. Internet enterprises represented by Netease Youdao have strong advantages in technical strength, user experience and marketing ability, however, there is much room for improvement in content richness, teaching effectiveness and user loyalty;

Target users are mainly concentrated in15-35Between the ages, mainly students and office workers, their main demand for online education is to improve professional skills, target users are mainly concentrated in.15-35They are mainly students and office workers. Their main needs for online education are to improve professional skills, expand knowledge, obtain certificates, etc. Their consumption habits are affected by time, price, content, effect and other aspects. Their purchase motivation is mainly self-improvement, social recognition and career development;

Users' expectations for new products are mainly rich in content, high quality, reasonable price, and obvious effects. Their acceptance and willingness are affected by product characteristics, brand image, and user reputation. Their suggestions are mainly to increase interactivity., Personalization and flexibility.

The project gives the following recommendations:

In terms of product strategy, we should focus on product innovation, provide distinctive courses and resources to meet the diverse needs of users, while ensuring product quality and teaching effects, and improving user satisfaction and loyalty;

In terms of marketing, we should use the network platform to carry out precise positioning and promotion, improve brand awareness and reputation, and adopt flexible pricing strategies to attract users of different levels and increase market share;

In terms of services, we should provide high-quality pre-sales, in-sales and after-sales services, increase the interaction and communication between users and products and brands, collect user feedback and suggestions, and continuously improve products and services.