A Study On Precision Marketing Based-On Social Media In Education Service Corporations

Educational services enterprises must implement innovation and building on marketing and capacity, in order to fully meet the real needs of consumers, and then successfully make consumers buy their products after deep understanding. In social media known as the booming of social media today, social networking sites, microblog, wechat, podcasts and forums, not only provide the tools and platform for people to exchange and share ideas with each other, but also offer conditions and foundation to marketing innovation in educational services enterprises. Therefore, educational services enterprises carry out precision marketing based on social media, which exerts great practical significance of improving the group brand in this industry as well as enhancing the competitiveness.First of all, as for educational services enterprises, the implementation of precision marketing inevitably requires target marketing. In the premise of limited corporate resources, educational services enterprises must target market selection to achieve operational efficiency optimization. This paper analyzes the selection methods of target market based on the SWOT analysis and points out that educational services enterprises need to find in the targeting market their own position which must be clear, unique and proper when comparing with other competing products. In addition, this paper introduces the specific implementation process of Wanxue Education Group carrying out a catch-up location.In addition, precision marketing based on social media should be implemented through the following process: collecting and collating customers' information, segmenting and positioning customers, designing marketing programs, and evaluating customers' satisfaction rating. Among them, the analysis and use of information on social media is feasible, applying complex network analysis techniques such as social network analysis techniques, text mining, factor analysis and cluster analysis techniques etc., to solve the problems such as miscellaneous contents of information, uncontrollable media effects, single audiences, and difficulty in predicting the effect of other issues, etc..What's more, this paper describes in detail application process and key technologies of a model of social network analysis techniques based on a whole network and a model of effect evaluation based on factor analysis in precision marketing of education services enterprises. The results of the case analysis shows the effectiveness of these techniques.To sum up, this paper, combined with the practices of Wanxue Education Group, analyzes the planning process of target marketing, and proposes the operating system of precision marketing based on social media, which is the systematical summary and theoretical sublimation of Wanxue Education Group implementing precise marketing strategy and will be sure to guide the optimization process of the next marketing strategy further.