传统英语教育受限于模式和资源，使得学习英语口语成为一个挑战性大且耗时的任务。移动互联网和人工智能技术的进步激发了人们对于方便高效学习工具的需求，促使成人英语口语 APP 市场迅速发展，如英语流利说、开言英语等成人英语口语类 APP 竞争激烈，其营销推广策略也成为行业内的研究焦点。本文以 B 公司的成人英语口语 APP 为研究对象，基于 7Ps 营销理论，分析该 APP 营销存在的问题，并提出了针对性的优化策略。研究发现，使用该英语口语 APP 的用户在网站和 APP 使用体验、产品定价，营销渠道以及促销活动的优惠力度、师生之间的互动交流、用户的归属感培养、对用户行为的个性化跟踪以及课程反馈的响应速度等方面存在较大程度的不满意。具体表现为：产品内容不够丰富、定价策略未展现出竞争力、营销和推广手段过于单一、产品促销活动优惠力度不足，人员管理存在不足、缺乏必要的有形展示，以及服务流程的标准化管理不够，这些因素共同作用导致了服务品质不佳和用户满意度降低。综合以上分析，提出了针对性地优化策略。在产品方面，通过改进产品设计、丰富产品内容，对现有产品持续改进，提供个性化的产品和服务；在价格方面，采取多样化的定价策略、推出会员制度和订阅服务，利用捆绑销售和跨销策略，增加价格的透明度和灵活 性；在渠道方面，利用多种渠道进行市场营销、积极探索与流媒体平台的合作机会，扩大社交媒体平台上的互动与参与度，加强与教育机构的组织合作，利用大数据和 AI 技术优化个性化营销；促销方面，通过内外部促销活动进一步扩大产品知名度，加强网络营销，合作推广和品牌联名，增加促销活动力度，开发用户推荐计划，增加互动性和体验营销，以增强产品的市场竞争力、扩大市场占有率和提高吸引顾客的效率；在人员方面，加强员工培训和发展，引入优秀人才，建立多渠道的沟通机制，提升服务团队的响应速度，强化团队的品牌意识，时时激励和奖励机制；在有形展示方面，持续优化 APP 界面设计，提升APP 加载速度和性能，优化教辅材料，同时利用有形的广告和宣传材料来展现 APP 的特点，吸引潜在用户的购买；在过程方面：通过简化注册和登录流程、优化购买和支付流程，加强用户支持和服务，持续优化用户的学习体验，旨在提升客户的满意度和忠诚度，从而提高客户转化率和复购率，以助力该 APP 成为行业的领先者。

Traditional English education is constrained by patterns and resources, making learning English speaking a challenging and time-consuming task. The advancement of mobile internet and artificial intelligence technology has sparked a demand for convenient and efficient learning tools, leading to rapid development in the adult English speaking app market, such as Fluent English and Open English. The intense competition in adult English speaking apps, along with their marketing strategies, has become a focus of research in the industry. This paper takes Company B's adult English speaking app as the research object, analyzes the marketing issues of the app based on the 7Ps marketing theory, and proposes targeted optimization strategies. The research finds that users of this English speaking app are dissatisfied to a large extent with aspects such as the website and app user experience, product pricing, marketing channels, the discount strength of promotional activities, interaction between teachers and students, cultivation of user belonging, personalized tracking of user behavior, and the response speed of course feedback. Specifically, the product content is not rich enough, the pricing strategy does not demonstrate competitiveness, marketing and promotion methods are too simple, the discount strength of product promotions is insufficient, personnel management is inadequate, necessary tangible displays are lacking, and the standardized management of service processes is insufficient. These factors together lead to poor service quality and reduced user satisfaction. Based on the comprehensive analysis above, targeted optimization strategies are proposed. For product, by improving product design and enriching product content, the current products can be continuously optimized to provide personalized products and services. For pricing, diversified pricing strategies, membership systems, and subscription services should be adopted. Bundled sales and cross-sales strategies should be utilized to increase price transparency and flexibility. For channels, multiple channels should be used for marketing, actively exploring cooperation opportunities with streaming media platforms, expanding interactions and participation on social media platforms, strengthening organizational cooperation with educational institutions, and optimizing personalized marketing with big data and AI technology. For promotion, internal and external promotional activities should be further expanded to increase product popularity, strengthen online marketing, cooperate in promotion and brand collaboration, increase promotional activities, develop user referral programs, and increase interactive and experiential marketing to enhance product market competitiveness, expand market share, and improve customer attraction efficiency. For personnel, employee training and development should be strengthened, outstanding talents should be introduced, multi-channel communication mechanisms should be established, the service team's response speed should be improved, team brand awareness should be strengthened, and incentives and reward mechanisms should be implemented. For physical evidence, continuous optimization of APP interface design, enhancement of APP loading speed and performance, and optimization of teaching aids should be pursued. Meanwhile, tangible advertisements and promotional materials should be used to showcase the APP's features and attract potential users. For process, by simplifying registration and login processes, optimizing purchase and payment processes, strengthening user support and services, and continuously optimizing users' learning experiences, the goal is to improve customer satisfaction and loyalty, thereby increasing customer conversion and repeat purchase rates, assisting the APP in becoming an industry leader.