| The rise of webcast brings major changes in marketing.From live show,E-sports live,to Tourism live and New product release live,"live +" is deeply influencing people’s life and changing the way of consumption.As introduced,webcast marketing has shook the previous position of social media marketing with its good user experience such as interactive experience,entertainment,participation,and subvert people’s cognition to traditional marketing theory.As early as the Internet became popular,people began to try the Internet education.Nowadays,with the help of Internet technology,webcasting platforms are emerging in endlessly and its content is all-inclusive,which provides a new possibility for Internet education.The form of "live + education" enables people to enjoy the fun of learning at any time through the obstacles of time and space.It also gives a new way of presenting traditional sinology courses.At the same time,the marketing model of "webcast + education" has not been widely popularized,and relevant researches are scarce,and the marketing theories related to webcasting have not formed a system.For traditional sinology education,“webcast + sinology education" is a bold exploration and attempt which extends a new way of thinking for the popularity of sinology education and provides a new method to solve some trouble of sinology education.This thesis chooses Longjiang sinology academy as the research object,and analyzes the marketing elements of the sinology webcast course.In the research process,the existing marketing theories are summarized with the literature method to analyze the development situation of sinology curriculum and problems faced by Longjiang sinology academy.With the help of the "7Ps marketing theory" model,the possible causes of the current problems are summed up with the hypothesis.The questionnaire was used to investigate the situation,preference,consumption intention and perception when people using webcast products.The final result was statistically analyzed,cross analysis was used in Process the data such as age,income,preference of sample group.Verify the previous hypothetical one by one,combining the present situation of the sinology course in academy and then puts forward the reasonable solution to provide some references to make sure the marketing strategy reasonable.It can be seen from the results of analysis,there are still large gap between the existing course and user demand,and this is also the current problem faced by many sinology academies which should be improved by webcast course.It is found in this thesis that at the background of webcast marketing,every element of traditional "7Ps marketing theory" has become an organic whole,which influences and embraces each other.When formulating marketing strategies,the elements cannot be regarded as isolated individuals and ignoring other influencing factors.In the marketing system of webcast courses,the personnel strategy is the center and the product strategy is the key point.All marketing strategies revolve around the personnel element,to meet the needs of the users and then create revenue as the final purpose.When facing the colorful and chaotic webcast world,the users has generated aesthetic fatigue and is difficult to be easily pleased.This also puts forward higher requirements for the content design of webcast course.Therefore,the design of high-quality,differentiated and interesting course content is the key to promote the implementation of the whole marketing strategy.It also be the most important key point to create the sinology education brand of the academy. |
