Author(s)

Qiuhua Ding, Shixin Zhang

Corresponding Author

Qiuhua Ding

Abstract

According to the data of CNNIC(43times report), up to December 2018, the scale of Internet users in China reached 829 million, among which the annual growth rate of online education users reached 28.7%, and the online education industry entered a period of rapid development. Taking LAIX as an example, through the analysis of its marketing environment, it is concluded that LAIX is faced with such existing problems as single product mix, Price has no advantage, insufficient marketing channel development and promotion strategy to be innovated. In response to the above problems, this paper proposes to build a diversified product mix strategy, develop a differentiated pricing strategy,combine multiple marketing channels and innovate promotion strategy, so as to improve the brand influence through constant publicity and promotion, thus enhancing the core competitiveness of LAIX.

Keywords

Online education; Marketing strategy; Network marketing