| Project Title: | Optimization Study of Aijiao’s Digital Marketing Strategy |
| Author: | Mr. Yongqiang Ji |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration (International Program) |
| Major: | International of Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2023 |
| Url: Published: |
Conference Proceedings The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022 |
Citation
Ji, Yongqiang. (2023). Optimization study of Aijiao’s digital marketing strategy (Master’s independent study). Bangkok: Siam University.
Abstract
The rising standard of living has led parents to pay more and more attention to education, thus contributing to the rapid development of the education and training industry. This fast-growing industry is highly competitive, with many institutions and serious homogenization of products and services. The top companies in the education and training industry have strong teachers and financial resources, and have been actively developing online courses and digital marketing in recent years, so that the market share of offline education in second- and third-line cities will be occupied. In order to keep pace with the times, traditional enterprises need to carry out digital reform, and digital marketing is the first step.
In the future, China’s online education market will gradually become more rationalized and standardized, and users’ awareness and acceptance of online education will increase, and the awareness of paying for online education will also be strengthened. It is expected that the average annual growth rate of online education will remain around 20% in the next 3 to 5 years, and although the growth rate may decrease, the high growth momentum will remain steady.
A Education and Training Company is mainly engaged in K12 offline education and has many advantages in this region. In the current competitive external environment, Company AIJIAO is actively adjusting its strategic direction to develop online products while consolidating offline products. Considering the timeliness and convenience of digital marketing, Company AIJIAO also tried to use online platforms, search engines, and social media to promote its products, but the results did not achieve the expected results. Faced with the rapid development of leading companies and excellent content marketing, Company AIJIAO began to examine its own marketing problems.
This paper takes the digital marketing of A education and training Company AIJIAOs the main research object, combined with combing STP theory and digital marketing theory, and summarizes the problems of the current digital marketing strategy of Company AIJIAO: the Company AIJIAOttaches less importance to digital marketing; employees generally lack digital marketing awareness; not fully utilizing digital media such as social media for online interaction; the content level of digital marketing needs to be strengthened; lack of professional talents, etc. In order to make digital marketing effective, potential customers must first be exposed to the company’s products and then understand them, and this step can only be done through various marketing activities in addition to customer word-of-mouth.
Keywords: digital marketing, marketing strategy, STP theory, 4R theory.
Optimization Study of Aijiao’s Digital Marketing Strategy
Master of Business Administration (International Program), Siam University, Bangkok, Thailand