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A Study on the Marketing Strategies of Education Companies after the Curriculum Reform & Double Reduction Policy-A Case Study of Xueersi and Jiaojiao Reading

Author(s)

Yan Li

Affiliation(s)

Communication University of China, Beijing, China

Abstract

In recent years, China's basic education sector has experienced two major policy changes, namely the "curriculum reform" and the "Double Reduction policy policy", which have had a profound impact on the education industry. This study explores the transformation and innovation of marketing strategies of education companies in the policy context, using Xueersi and Jiaojiao Reading as case studies. Through literature research and case study research, it is found that under the pressure of policies, education companies need to adapt to the market demand through diversified product strategies, flexible pricing, the integration of online and offline channels, new media marketing and the application of AI technology. Xueersi achieves strategic transformation through smart hardware and online live courses, while Jiaojiao Reading relies on community marketing and personalised reading products to enhance user stickiness. The findings provide theoretical and practical guidance for education companies to develop effective marketing strategies in the new policy environment.

Keywords

Curriculum Reform; Double Reduction Policy Policy; Education Companies; Marketing Strategies; Learn to Read; Call to Read

References

[1] Original Ministry of Education: On 30 March 2014, the Ministry of Education issued the Opinions on Comprehensively Deepening Curriculum Reform and Implementing the Fundamental Tasks of Establishing Moral Virtues in the People with No. 4 [2014]. [2] Hanushek, E. A., & Woessmann, L. (2015). The Knowledge Capital of Nations. [3] Hu Huihua, Research on the strategic transformation programme of quality education in M Company under the policy of "double reduction", published on 2022-9-1. [4] Lin Huajian, Research on Strategic Transformation of TAL Education and Training Company in the Context of "Double Reduction" Policy, published on 2022-6-30. [5] Feng Xiaoning, Research on Marketing Strategy of Y Education and Training Company under the Background of "Double Reduction", Publication time 2022-5-1 [6] Chen Jinxia, Research on Internet Marketing Strategy of XC Technology and Education Company, Published 2022-6-15 [7] Wang Nuo, Optimisation of marketing strategies for online examination training business of company B. Publication date 2023-6-1 [8] Li Jiu Jia, Research on Marketing Strategy of Beijing Chalk Blue Sky Technology Co, Ltd, Published 2020-11-26 [9] Avery Consulting. (2023). China education industry white paper. [10] Scholastic 2024 Annual Financial Report. [11] Kotler, P., & Fox, K. F. (1995). Strategic Marketing for Educational Institutions.