中国在线教育行业起步于上世纪90年代，开始采用录播课程等方式进行教学。随着移动互联网和宽带网络的普及，2013年以后，一批在线教育企业开始崭露头角，不仅拥有优质的教学资源，还利用互联网技术和社交媒体平台进行营销推广，取得了良好的市场反响。近几年，中国在线教育行业进入了爆发期，得益于移动终端设备普及和互联网技术的快速发展，在线教育的学习方式变得更加灵活和便捷。X学校已经是在线教育竞争先驱中的一员，抓住K12在线教育的细分市场，已经在这场竞争中占有部分市场份额，但是如何更好地获取用户、留住用户、持续让用户产生产品依赖的同时介绍更多的用户使用，成为了X学校所面临的难题，包括引流效率和获客能力不高，低价体验课程转正价课的转化效率和高价课程续费率低。

在这种情况下，本研究以X学校高中部为研究对象，采用文献研究法和问卷调查法等科学方法，通过7Ps的理论分析，总结分析了X学校营销策略上存在的问题并分析原因，接着从7个方面提出建议，希望可以对X学校在营销策略的制定上有所帮助。

针对以上X学校存在的问题，为分析其原因，本研究整合了销售老师和辅导老师的访谈结果并在前人研究的基础上，制定调查问卷，获取了180份数据样本，对样本结果进行分析，再结合目前存在的营销问题进行分析，通过7Ps服务营销理论有针对性地提出了提升引流效率，转化效率和续班效率的营销建议：优化课程设置，包括内容设置，时长设置等；提升课堂趣味性，加强网络互动创新；差异化定价，为新老用户创造适宜的价格折扣；促进新媒体渠道的发展，建立低成本的渠道引流；做好扩科的促销活动，补充用户的学习需求；加强辅导老师服务专业度，保障学生学习有明确的指导建议，完善员工培训及文化建设；针对销售与辅导老师制定标准化及精细化的服务流程，保障用户有好的服务体验，搭建品牌宣传平台，促进公司口碑发展。希望通过对X学校的市场服务营销策略的研究和讨论，使其更好的在市场强度竞争下不断发展，也为类似企业提供参考和建议。

China's online education industry started in the 1990s, and began to use teaching methods such as recording and broadcasting courses. With the popularity of mobile Internet and broadband network, after 2013, a group of online education enterprises began to emerge. They not only have high-quality teaching resources, but also use Internet technology and social media platforms for marketing and promotion, and have achieved good market response. In recent years, China's online education industry has entered a period of explosion. Thanks to the popularity of mobile terminal devices and the rapid development of Internet technology, the learning methods of online education have become more flexible and convenient. X School is already one of the pioneers in online education competition. By seizing the market segment of K12 online education, X School has occupied part of the market share in this competition. However, how to better acquire users, retain users, continue to make users dependent on products, and introduce more users to use them has become a problem faced by X School, including low drainage efficiency and customer acquisition ability. The conversion efficiency of low-priced experiential courses to regular priced courses and the renewal rate of high-priced courses are low.

In this case, this study takes the high school of X School as the research object, adopts scientific methods such as literature research and questionnaire survey, and through the theoretical analysis of 7Ps, summarizes and analyzes the existing problems in the marketing strategy of X school, analyzes the reasons, and then puts forward suggestions from seven aspects, hoping to help X School in the development of marketing strategy.

In view of the above problems existing in X School, in order to analyze the causes, this study integrated the interview results of sales teachers and guidance teachers, developed a questionnaire on the basis of previous studies, obtained 180 data samples, analyzed the sample results, and analyzed the existing marketing problems. Based on the 7Ps service marketing theory, this paper puts forward some marketing suggestions to improve the drainage efficiency, conversion efficiency and continuation efficiency: optimize the course setting, including content setting and duration setting; Enhance the classroom fun, strengthen the network interaction innovation; Differentiated pricing to create appropriate price discounts for new and old users; Promote the development of new media channels and establish low-cost channel drainage; Do a good job in expanding the promotion activities to supplement the learning needs of users; Strengthen the professional degree of tutor service, ensure that students have clear guidance and suggestions, improve staff training and cultural construction; Develop standardized and refined service processes for sales and coaching teachers, ensure that users have a good service experience, build a brand publicity platform, and promote the development of the company's reputation. It is hoped that through the research and discussion on the marketing service marketing strategy of X School, it can better develop under the intense market competition, and also provide reference and suggestions for similar enterprises.