The Research On Short-video Marketing Communication Strategy In Educational Service

With the rapid development of China's economy and society,the Internet has increasingly become an indispensable part of people's lives.In recent years,in the new and old changes of Internet social media,short-video has become a "traffic gathering place" with its rich expression forms and low production cost.At the same time,the prosperity of short-videos has also brought new trends to marketing communication.In the context of the booming education and training industry in China,more and more educational and training institutions have been innovating marketing communication methods and trying to use short-videos to promote brand value,with remarkable results.In this article,we will analyse the current situation of the education training institutions,namely the enterprise home page displays,classification and products release quantity,content and blue V matrix,and the audience's age and the audience feedback,summed up the law of education training institutions short-video transmission,namely the work product class class is the basis of the education training institutions short-video marketing communication,knowledge teaching class work content can add powder reflects higher efficiency,and to a certain extent increases the risk of secondary spread.If the combination of emotional expression,the integration of humorous work style,will be in the harvest of users of thumb up and comments on the show stronger ability.At the same time,this paper applies to the medium of education training institutions cooperation mode,marketing and communication strategy has carried on the exploration,and found that the education training institutions short-video marketing communication universal problems,such as content quality is not high,less drainage way,such as low efficiency,realizable way of the single,and put forward the corresponding Suggestions for the marketing communication activities.