Market Operation Analysis And Optimization Strategy Research Of Wechat Platform For Education And Training Institutions

With the continuous development and improvement of science and technology and Internet communication technology,it provides a new way and communication platform for online learning.The establishment of the mobile Internet education platform for more information and education training institutions of,online learning crowd gradually expand,in order to adapt to this kind of study way,education training institutions must be constantly updated technology,give full play to the mobile platform in the positive role of education,improve the level of education training institutions of online teaching,realize the mobile online education.WeChat public platform as one of the main components in the mobile Internet education platform,training institutions to students by the public,or potential customers to showcase their teaching courses,activities,learning contents,thoughts,share information such as the courseware,strengthened communication with the students,to realize the zero distance service,and effectively reduces the cost of communication with each other,make the relationship more closely.Education and training institutions can realize real-time online classes by using the WeChat official account platform,while users can realize real-time online learning by using the platform.The fragmented learning mode requires training institutions to increase the use of WeChat official account to promote the sustainable development of education and training institutions.This study takes Z company as an example to study the operation of educational and training institution WeChat.This paper studies the concept,characteristics and development process of WeChat,its official account platform and education and training institutions,and elaborates on the 5W communication mode and SWOT analysis theories to provide theoretical basis for the research.Then,the operation status of WeChat platform of the company is analyzed,and the general situation of Z company is briefly introduced.The investigation results of the application and communication status of WeChat platform of the company are analyzed,mainly from the aspects of communication subject,communication content,communication mode,communication object and communication effect.Then SWOT analysis model is used to analyze the advantages and disadvantages,opportunities and threats of WeChat operation.Finally,through the above research on education and training institutions to promote the application of WeChat platform put forward optimization and improvement strategy.Through the research and demonstration of WeChat operation status and improvement strategy,the optimization and improvement strategy based on WeChat platform application promotion operation was proposed for the company and other education and training institutions.