Project background:

An Internet company is a platform focusing on online education, providing various courses and teacher resources. At present, it has millions of registered users and thousands of cooperative teachers. The company wants to further expand market share, improve customer satisfaction and loyalty, optimize product features and service quality, and enhance brand influence.

Project purpose:

In 2023, the company commissioned Shangpu Consulting to conduct market research, the main purposes are:

Understand the scale, structure, trends, competitive landscape, user needs and behavior characteristics of the current online education market;

Analyze the company's strengths, weaknesses, opportunities and threats in the online education market;

Put forward the company's market positioning, target groups, product strategy, price strategy, channel strategy, promotion strategy and brand strategy.

Project Content:

Champu Consulting uses a variety of market research methods, including:

Online literature analysis: Collected and sorted out relevant industry reports, policy documents, expert opinions, media reviews, etc., and conducted a macro-level analysis of the online education market;

Network questionnaire survey: designed for online education users and teachers of the questionnaire, through WeChat,QQThe online education market is analyzed at the micro level by means of online distribution and recycling of questionnaires, e-mails, etc;

In-depth network interviews: some online education users and teachers were invited to conduct more in-depth and detailed interviews through video conference or telephone communication, and obtained more abundant and true information;

Network competition analysis: several online education platforms with strong competitive relationship with the company were selected, and they were compared and evaluated in an all-round way through website browsing, experience registration, purchasing courses and so on.

Project results:

After completing the market research, Shangpu Consulting wrote a detailed market research report and reported it to the company. The report mainly includes the following contents:

Overview of the online education market: describes the development history, current situation, scale, structure and trends of the online education market;

Online education user portrait: describes the basic information, consumption motivation, selection criteria, usage habits, satisfaction evaluation, etc. of online education users;

Online education teacher portrait: describes the basic information of online education teachers, cooperation motivation, selection criteria, working methods, income levels, etc;

Online education competition analysis: analysis of the online education market competition pattern, competitiveness model, competitive advantages and disadvantages;

The company's market analysis: analysis of the company's position in the online education market, performance, problems, etc;

The company's market recommendations: made the following recommendations:

Market positioning: It is recommended that the company clarify its target population and product positioning, and select one or several potential market segments for deep cultivation according to market segmentation, suchK12education, language training, vocational skills training, etc. At the same time, it is recommended that the company build its own brand image and differentiated competitive strategy based on its own advantages and characteristics, and effectively distinguish it from other online education platforms.

Product development: It is recommended that the company continuously improve and optimize its product functions and service quality to improve user experience and satisfaction. Specifically, it is recommended that the company add more types of courses and teacher resources to meet the needs and preferences of different users; useVR、AI、5GSuch as new technologies, enhance the interaction and interest of the course, enhance the learning effect and interest of users, strengthen the data analysis and feedback of users, and provide more personalized and intelligent learning programs and services.

Price strategy: It is recommended that the company formulate a reasonable price strategy based on different target groups and product types, considering not only cost and profit, but also market competition and user psychology. Specifically, it is recommended that the company adopt a variety of pricing methods, such as charging by class hour, charging by course, charging by membership, etc., to give users more choices; at the same time, it is recommended that the company adjust prices in a timely manner based on market changes and user feedback Level to maintain price flexibility and competitiveness.

Channel strategy: It is recommended that the company make full use of the advantages of the Internet and mobile Internet, expand diversified channel strategies, and improve its market coverage and penetration. rate. Specifically, it is recommended that the company strengthen its own official website andAPPThe construction and operation of the company to improve the number of visits and conversion rates of users; at the same time, it is recommended that the company use WeChat,,QQ, Weibo and other social media platforms, content marketing, word-of-mouth marketing, community marketing and other ways to expand their influence and loyalty.

Promotion strategy: It is recommended that the company combine its own product characteristics and market environment to formulate effective promotion strategies to stimulate users' purchase desire and behavior. Specifically, it is suggested that the company should use free auditions, coupons, discounts, gifts, points exchange, cash back and other ways to attract new users and retain old users; at the same time, it is suggested that the company should carry out some creative and themed activities, such as festival activities, knowledge competitions, learning and sharing, to increase users' sense of participation and stickiness.

Brand strategy: It is recommended that the company pay attention to its own brand building and maintenance, and improve its popularity and reputation in the online education market. Specifically, it is recommended that the company:

Clear their own brand positioning and brand image, highlight their core values and competitive advantages, and target groups and market demand;

Unify your own brand logo and brand communication, including brand name, logo, slogan, color, font, etc., to form a consistent brand visual effect;

Strengthen their own brand promotion and promotion, the use of online advertising, soft text promotion, video marketing, live marketing,KOLMarketing and other ways to enhance their brand exposure and influence;

Establish their own brand reputation and loyalty, by providing high-quality products and services, to meet the expectations and needs of users, to win the trust and praise of users;

Shape your own brand personality and culture, and create your own brand story and emotional links by showing your own educational philosophy, values, social responsibility, etc.