随着互联网的发展和人工智能的兴起，智慧教育受到了越来越多的关注，教育智能硬件市场也得到了不断发展。作为国内教育培训行业成立较早的企业，X教育公司也顺势推出了针对小学生的智慧学习平板，但业务状况一直不够理想。本文通过调研与分析X教育公司的营销现状，针对性地提出了改进意见，供X教育公司和业内其他企业参考。
本文的整体研究思路为先分析X教育公司当下的内外部环境，再通过调查和访谈进一步明确小学学习平板业务营销状况和存在的问题，结合文献和同行业其他产品的营销策略，提出针对性的改进意见。企业外部环境分析采用的分析方法为PEST分析和波特五力模型分析。企业内部环境分析采用SWOT分析法。公司营销现状及问题的分析使用7Ps服务营销理论，结合针对家长的问卷调和针对X教育公司员工的访谈，从产品、价格、促销、渠道、人员、有形展示和服务过程等七个方面对学习平板产品的营销策略问题展开研究。
发现的具体问题及改进措施如下：第一，产品方面：针对软硬件技术欠缺、课程难度较高、内容不够丰富等问题，可以增加课程体系和版本，增加课本点读、AI口语练习功能等。第二，价格方面：由于收费方式单一，价格不吸引人，可以提高定价，设置大额优惠，以及采取差异化定价方式及收费模式。第三，促销方面：针对折扣力度小、产品亮点宣传不足的问题，提出增加大额折扣和派发优惠券，聘请专业运营人员的改进意见。第四，渠道方面：由于转化率低，缺少线上购买渠道，因此公司需要增设线上购买渠道，重组新媒体运营矩阵。第五，人员方面：为了提升顾客的体验感，可以对营销人员采取“培训、体验、问询”的方式进行培训，为了让答疑教师提供更好的答疑服务，可以增设服务奖金。第六，有形展示方面：问题主要集中于缺少线上体验方式，视频或图文展示不清晰，改进意见包括增设H5手机端体验课，套用流行的短视频或图文模板进行产品介绍等。第七，服务过程方面：线下会销活动缺乏规范，需由集团提供规范和应急预案，答疑服务缺乏特色，可尝试增加视频答疑、学习习惯培养等方式提高学员粘性。
本文对X教育公司小学学习平板业务的营销策略提出了相对合理的改进意见，也希望能给其他智慧教育产品提供借鉴和参考。

With the development of the Internet and the rise of artificial intelligence, intelligent education has received more and more attention, and the educational intelligent hardware industry has also been constantly developing. As an early established enterprise in the domestic education and training industry, X Education Company has also developed a learning machine for primary school students, but the business has not been in ideal situation. This paper conducts research and analysis on the marketing status of X Education Company, and puts forward targeted improvement suggestions for the reference of X Education Company and other enterprises in the industry.
The overall research idea of this paper is to first analyze the current internal and external environment of X Education Company, and then further clarify the marketing status and problems of learning machine industry through surveys and interviews. Based on literature and marketing strategies of other products in the same industry, targeted improvement suggestions are proposed.
The methods used to analysis the external environment of the enterprise are PEST and Porter's five forces model. SWOT analysis method is used for the analysis of the internal environment of the enterprise. The analysis of the company's marketing status and problems uses the 7Ps service marketing theory, combined with surveys and interviews. There are seven aspects to analysis current situation: product, price, promotion, place, people, process and physical evidence. The survey targets parents who are currently using X Education Company's learning machine, and the interviewees are operation managers and front-line marketing personnel.
The specific problems discovered and improvement measures are as follows: (1) Products: to address issues such as lack of software and hardware technology, the difficulty of the course, and insufficient content, the company should enrich the  system and version of the curriculum, develop smart textbooks and AI oral practice functions; (2) Price: Due to the single charging method and unattractive price, the company should increase the price, set large discount, and develop differentiated pricing methods and charging models; (3) Promotion:  In response to the problems of  low discounts and insufficient publicity of product highlights, it is proposed to increase large discounts and distribute coupons, and hire professional operators; (4)Place: Due to the low conversion rate and the lack of online purchase places, the company needs to add online purchase way and reorganize the new media operation matrix; (5) People: To improve customer experience, marketing consultants can undergo training using a combination of "training, experiencing, and asking" methods.In order to provide better Q&A services for student, service bonuses should be added; (6) Physical evidence: The problem is mainly focused on the lack of online experience methods and uncleared video or graphic display. Improvement suggestions include adding H5 mobile terminal experience courses, applying popular short videos or graphic templates for product introduction, etc.; (7) Process: The offline sales activities lack standardization. So the company needs to provide standardization and emergency plans . The Q&A service lacks characteristics, so efforts such as adding video Q&A service and cultivating learning habits can be made.
Based on the marketing theories and related literature, combined with the work experience in X Education Company, as well as the first-hand data obtained from surveys and interviews, this paper puts forward reasonable suggestions for improving the marketing strategy of X Education Company's primary school learning machine. Hope this paper can provide reference and inspiration for other similar products.