新冠疫情的影响，叠加“双减”政策的落地， K12教育培训企业的生存空间被严重压缩。同时，“教育+互联网与科技”的融合也成为了教育领域中的重要趋势，用户对于更加智能化和个性化的学习产品有了更高的期望，因此，向用户提供更加智能化的学习解决方案成为了K12教育培训企业的转型新方向。在此背景下，以“智能教辅”、“在线教育产品”和“智能硬件类产品”为代表的智慧学习产品开始逐渐占据用户心智。

本文以D公司智慧学习产品的营销策略为研究案例，运用PESTLE分析模型、SWOT分析法和波特五力模型等分析工具对D公司智慧学习产品的营销环境和现状进行深入分析，并基于STP理论和4P理论，再辅助基于4P理论的调查问卷，探究其营销策略出现的问题，然后逐一对D公司智慧学习产品的营销策略出现的问题提出优化方案。

本文结果显示，在D公司智慧学习产品的产品与服务策略方面，应强化其名师特色，利用AI技术满足用户期望，重点打造以同步提升和培优为主的拳头产品，加大权威版权资源引进力度，以提升品牌影响力和市场竞争力；定价策略优化方案方面，提倡D公司优化人力、包装和资源引进成本，建立差异化和统一折扣定价体系，以满足不同用户群体的需求。渠道策略优化方案上，建议D公司开发母公司线下校区网点销售渠道，采取试用营销，优化线上商城购买流程，实施全渠道精益化策略，以提升渠道效率和用户体验。促销策略优化方案方面，鼓励D公司利用母公司校区网点进行跨渠道推广，建立积分奖励制度，以增强用户粘性和品牌忠诚度。

综上，本文将营销的4P和STP理论与智慧学习产品的营销实践相结合，以案例研究的方式验证了理论在现代数字教育背景下的适用性。同时，D公司的母公司作为目前国内教育行业的头部企业，本文为整个教育科技行业提供了一个发展和转型蓝图，展示了如何通过优化营销策略提升教育产品的市场竞争力。研究成果也为同行业其他企业提供了市场策略的优化方案参考模板。

The COVID-19 pandemic, coupled with the implementation of the "Double Reduction" policy, has significantly compressed the survival space of K12 education training enterprises. At the same time, the integration of "Education+Internet and Technology" has become an important trend in the education field, raising users' expectations for more intelligent and personalized learning products. Therefore, providing more intelligent learning solutions has become the new direction for the transformation of K12 education training enterprises. In this context, smart learning products represented by "intelligent tutoring", "online education products", and "intelligent hardware products" have gradually begun to occupy a place in users' minds.

This paper discusses Company D, which was originally the K12 business segment of New Oriental Education Technology Group before the "Double Reduction" policy. After the policy, this business segment underwent a rapid transformation, establishing Company D to be responsible for the R&D and sales of 2C products within the K12 segment.

This paper takes the marketing strategy of Company D's smart learning products as a case study. It uses analysis tools such as PESTLE, SWOT, and Porter's Five Forces Model to deeply analyze the marketing environment and current status of Company D's smart learning products. Based on STP theory and 4P theory, and supplemented by survey questionnaires, it explores the problems in its marketing strategy and then proposes optimization plans for the identified issues.

The results of this paper show that in terms of product and service strategy for Company D's smart learning products, it should strengthen its famous teacher features, utilize AI technology to meet user expectations, focus on creating leading products that aim at synchronous improvement and excellence cultivation, and increase the introduction of authoritative copyright resources to enhance brand influence and market competitiveness. For the optimization of pricing strategy, Company D is encouraged to optimize manpower, packaging, and resource introduction costs, establish a differentiated and unified discount pricing system to meet the needs of different user groups. In terms of channel strategy optimization, it is suggested that Company D develop sales channels through the parent company's offline campus outlets, adopt trial marketing, optimize the online store purchase process, and implement an all-channel lean strategy to enhance channel efficiency and user experience. Regarding promotion strategy optimization, Company D is encouraged to use cross-channel promotion through the parent company's campus outlets and establish a points reward system to enhance user stickiness and brand loyalty.

In summary, this paper combines the 4P and STP theories of marketing with the practical marketing of intelligent learning products, validating the applicability of these theories in the context of modern digital education through case studies. Meanwhile, as the parent company of Company D is a leading enterprise in the domestic education industry, this paper provides a blueprint for the development and transformation of the entire ed-tech industry, demonstrating how to enhance the market competitiveness of education products by optimizing marketing strategies. The research results also offer a reference template for the optimization of market strategies for other enterprises in the same industry.