Research On Marketing Strategy Of Puya Education Based On New Media Platform

With the development of mobile Internet and the establishment of new media platforms,China's education industry is facing new opportunities and challenges.Virtualized teaching methods and teaching thinking,as well as the use of student fragmentation time,have provided a market for this educational revolution.In particular,China has a special group of vocational training consumers-civil servants.Faced with the predicament of career choice,civil servants attract a wide range of recent graduates and social workers with their unique advantages,and the market groups facing the training are steadily improving.Faced with the increasing number of candidates and individualized needs,as well as competition from online and physical education,the Hunan public examination training institution,which is still in the development stage,should face the issue of Puya Education and become an important issue for institutional development.The purpose of this paper is to propose a strategy for the development of Puya education based on new media through the analysis of the civil service examinations and online education market faced by Puya.This paper takes Puya education as the research object,focuses on the changes of the internal and external environment of the enterprise,and conducts research around the formulation of Puya education marketing strategy.Firstly,it introduces the marketing status of Puya education,the problems in marketing and the causes of the problems.Secondly,using the analysis tools and related theories,combined with the marketing status of the company itself,the external environment and internal environment of Puya education.The environment was analyzed;again,the STP strategy was used to segment Puya's target market,describing customer value,major competitive strategies and specific marketing strategies,and proposed that Puya should use geographical advantages during development and pay more attention to The local candidate market uses the centralized differentiation strategy to develop the corresponding 4C marketing mix and organizational strategy by utilizing the fast,diverse and individualized communication characteristics of the new media platform.Finally,the corresponding safeguard measures are proposed from the human resource management,organizational model and value sharing model to ensure the implementation of the Puya education marketing strategy.For the recent graduates of Hunan,especially the Changsha campus,this paper believes that Puya should clarify the customer value and customer needs of recent graduates on the basis of determining the target market.On the one hand,we attract customers through online new media,use online media with WeChat public account as the main body to acquire,increase and retain customers,and develop corresponding differentiated marketing strategies for online and offline interactions.On the other hand,we guarantee institutions.The marketing strategy based on new media can work well,and it needs the corresponding coordination and adjustment of human resources,organizational structure and value sharing within the Puya organization to ensure the effective operation of the entire organization.This paper has developed a targeted differentiation strategy for the further development of small and medium-sized counseling institutions in the early stage of entrepreneurship.It has certain reference significance for the short-term expansion of the audience through the influence of new media.