摘要
2019年来，在线教育的用户数量持续增加，成为新的经济增长点推动了在线教育的蓬
勃发展。XX英语培训公司是长期保持较高增长率的教育公司之一，已成为惠州地区教育
欧亿·体育（中国）有限公司的标杆企业。XX英语培训公司位于广东省惠州市，主要从事 K12课外学习，出国考
试，大学生等级考试。在过去两年中，公司的规模和盈利能力得到了极大的提高，在惠州、
深圳、南宁、佛山、清远、中山等 8个城市开设了 16家分公司，2021年 7月 24日，中共
中央办公厅、国务院办公厅印发《关于进一步减轻义务教育阶段学生作业负担和校外培训
负担的意见》。双减政策出台，让 XX英语培训公司扩展的复杂性继续增长。XX英语培
训公司，作为教育欧亿·体育（中国）有限公司 XX英语培训公司，K12线上教育为主营业务之一，也应顺应国家
政策，调整营销策略加以应对。XX英语培训公司营销策略的优化研究，将有助于提升公
司在惠州教育市场的竞争能力，有利于公司长远发展。本论文的研究可以为同欧亿·体育（中国）有限公司在线产
品提供市场营销策略方面的建议。
本文以 XX英语培训公司为研究对象，拟采用 4P理论和案例分析法对 XX英语培训公
司营销策略进行优化研究。论文框架如下：第一部分绪论，主要介绍本文的研究背景、研
究意义、研究内容和方法、研究技术路线和创新之处。第二部分国内外研究现状和理论基
础，包括相关概念界定、理论基础和国内外研究现状。第三部分从外部、内部两个角度分
析 XX英语培训公司线上教育营销环境。第四部分是 XX英语培训公司营销现状、存在问
题。第五部分是存在问题的原因分析。第六部分是 XX英语培训公司营销策略的优化方案。
针对 XX英语培训公司服务和产品，从价格策略、渠道策略、促销组合策略、公司营
销环境和自身实际情况方面分析得出，公司产品存在以下几个问题，第一，产品缺乏竞争
力，同质化严重；第二，价格缺乏竞争力，产品价格体系粗放，缺乏弹性；第三，渠道的
深度和广度不够；第四，促销策略效果不到位。针对问题提出下列优化产品和服务的方法，
第一，优化产品和服务，即创新产品形式，定制个性化课程和优化产品过程中服务；第二，
制定新的定价策略。包括实行需求定价和折扣定价；第三，渠道策略全方位优化。包括扩
大线下渠道范围，增强线上自媒体渠道；第四，促销策略优化。既通过构建口碑促销和实
现服务促销等优化方案来实现公司的长远目标，占领更大的市场份额。
关键词：在线教育；市场营销；营销策略；4Ps
I

Abstract
Since 2019,the number of online education users has continued to increase,becoming a new
economic growth point to promote the booming development of the online education.XX
English training company is a long-term high growth rate of education companies, has become a
benchmark enterprise in the education industry in Huizhou. XX English Training Company is
located in Huizhou City,Guangdong Province, mainly engaged in K12 extracurricular learning,
overseas examination, college students grade examination.In the past two years, the company's
scale and profitability has been greatly improved, in Huizhou, Shenzhen, Nanning, Foshan,
Qingyuan, Zhongshan and other eight cities opened 16 branches, On July 24, 2021, the General
Offices of the CPC Central Committee and the State Council issued Opinions on Further
Reducing the Burden of Homework and Off-campus Training for Students in Compulsory
Education. The introduction of double reduction policy makes the expansion of English training
company continue to grow in complexity. As an English training company in the education
industry, K12 online education is one of its main businesses, and it should also adapt to the
national policy and adjust its marketing strategy. The study of marketing strategy optimization of
XX English Training Company will help to enhance the company's competitiveness in Huizhou
education market, which is conducive to the long-term development of the company. The
research of this thesis can provide suggestions on marketing strategy for online products in the
same industry.
This paper takes XX English Training Company as the research object, and uses 4P theory
and case analysis to optimize the marketing strategy of XY English training company. The
framework of the paper is as follows: The first part is the introduction, which mainly introduces
the research background, research significance, research content and methods, research
technology routes and innovation. The second part of domestic and international research status
and theoretical basis, including related concepts, theoretical basis and domestic and foreign
research status. The third part analyzes online education marketing environment of XX English
training company from external and internal angles. The fourth part is XX English training
company marketing status, existing problems. The fifth part is the reason analysis of the existing
problems. The sixth part is the marketing strategy optimization plan of XX English Training
Company.
According to the service and products of XX English Training Company, from the aspects
of price strategy,channel strategy, promotion strategy, company marketing environment and its
actual situation, the company's products have the following problems. First, the products are lack
II

of competitiveness,and the homogenization is serious;Second,the price is lack of competitiveness,
product price system is extensive, lack of flexibility; Third, the depth and breadth of channels are
not enough;Fourth, the promotion strategy effect is not in place.To solve the problem, the
following methods are put forward to optimize the products and services. First, optimize the
product and services,that is,innovate the product form, customize personalized courses and
optimize the service in the product process.Second, develop a new pricing strategy. Including
demand pricing and discount pricing;Thirdly,channel strategy is optimized in all
directions.Including expanding the scope of offline channels,enhance online media
channels;Fourth,the promotion strategy optimization.Through the construction of word-of-mouth
promotion and service promotion and other optimization programs to achieve the company's
long-term goals, occupy a larger market share.
Key words:O nline Education; Marketing; Marketing Strategy; 4Ps
III
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