随着社会经济和科技力量的快速发展，“互联网+教育”成为教育改革发展的先锋和新锐。在线教育行业在此背景下呈飞跃式发展。与此同时，我国出台了相关的政策对教培机构进行了限制和规范。因此，在线教育机构的生存与发展面临着极大挑战。Z在线教育公司的小学英语大班课作为该公司核心产品之一在此背景下也遇到老用户流失惨重、新用户探索低效等问题。如何在顺应政策导向的前提下，采取科学有效的营销策略来稳定并扩大市场份额，成为亟待解决的问题。

本文分析了Z公司现有的用户问卷调查数据，并邀请了Z在线教育公司小学英语大班课中的部分员工进行深度访谈。通过对问卷调查和访谈结果的整合对比，结合7Ps营销理论，对Z在线教育公司旗下的小学英语大班课产品中存在的营销问题进行了探索和分析，并针对各方面的问题提出了相关优化方案。

研究结论显示，Z在线教育公司小学英语大班课营销方面存在的问题包括：产品可选择性小、产品内容不够落地、定价缺少灵活性、没有合理且有效的渠道、促销未能扬长避短、人员过于单方面的付出、产品展示单一且重心不合理、获客过程中缺少产品体验。针对以上问题，结合7Ps营销理论，提出了多项优化策略：开发新概念课程、在现有课程设计中增加专项讲解模块、增加价格套餐的可选项、激励老用户介绍新用户、打造优质的官方视频号引流到大班课产品，优化现有的官网和APP渠道、减少无效促销并普及受欢迎的促销方案、简化辅导团队的服务流程、调整产品展示中不同信息的比重并在展示中增加互动体验功能、官网增加产品功能体验板块。最后，从文化建设、人才培养和服务质量三方面提出了相应的优化营销策略的保障实施。

With the rapid development of social economy and technology, "Internet + education" has become the pioneer of education reform and development. Based on this background, online education industry is developing by leaps and bounds. At the same time, China issued relevant policies to restrict and standardize education and training institutions. Therefore, the survival and development of online education institutions are facing great challenges. As one of the company's core products, Z online education company's primary school English class also encountered problems such as heavy loss of old users and inefficient exploration of new users. How do they carry out scientific and effective marketing to stabilize and expand market share under the premise of complying with the policy orientation has become the primary problem to be solved for most online education institutions.

This paper uses the existing user survey data of Z online education company, and invites some employees to conduct in-depth interviews. Through the integration and comparison of the questionnaire survey and interview results, based on the 7Ps marketing theory, the marketing problems of the primary school English class products of Z online education company are explored and analyzed, and relevant optimization plans are proposed for various aspects of the problem.

The research conclusion shows that Z online education company has problems in the marketing of primary school English classes, including: limited product selection, insufficient product content, lack of flexibility in pricing, no reasonable and effective channels, failure to maximize strengths and avoid weaknesses in sales promotion, and too much useless personnel efforts, the product display is single and the focus is unreasonable, and the product experience is lacking in the process of acquiring customers. Aiming at the above problems, based on the 7Ps marketing theory, some optimization strategies are proposed below: developing New Concept English courses, adding specific modules such as vocabulary or grammar to the existing courses, increasing the options of price packages, encouraging old users to introduce new users, creating high-quality  video account, updating the existing websites and APP channels, reducing ineffective promotions and popularizing popular promotional plans, simplifying the service process of the tutoring team, adjusting the proportion of information in the product display, increasing interaction in the display experience function and adding a product function experience section on the official website. Finally, from three aspects of cultural construction, personnel training and service quality to put forward the guarantee implementation.