The Influence Of Word-of-Mouth Marketing On Enrollment In The Field Of Early Childhood Training

With the two-child policy,the number of the newborn children is increased.More and More parents pay great attention to their children’s early education.The early education industry has developed rapidly.The new start-up education institutions are facing a lot of management problems,among which the marketing problem is the most important.There are many marketing channels and strategies.Based on the management experience in the early education institutions,the word of mouth marketing is found more efficient than other marketing methods.At present,the researches of word-of-mouth marketing are mainly on the IT industry,and there is a shortage of researches on the education industry,especially on early education.So,there is few theoretical foundation for the managers of early education institutions.This thesis starts with the analysis of the particularity of education industry.Then the hypotheses are put forward,and by quantitative analysis the hypotheses are proved.The conclusion includes: Firstly,the quality of word-of-mouth marketing in education industry can obviously affect the purchase willingness of consumers.The higher the quality of word-of-mouth is,the more purchase willingness consumers will have;Secondly,the spreader’s specialization in education industry can obviously affect the purchase willingness of consumers.If the spreader is an expert in education,the receiver will perceive reliance and usefulness,which will affect their purchase decisions;Thirdly,the relationship strength between spreader and receiver can obviously affect the purchase willingness.This thesis has also proved the mediating effect of credibility of word-of-mouth and usefulness of word-of-mouth.At last,this thesis tested the moderating effect of receiver’s specialization in education,and proved that the receiver’s specialization in education has a certain degree of moderating effect between word-of-mouth and purchase willingness.At last,this thesis gives some suggestions to the marketing managers in education institutions.To some extent,the research of this thesis gives some guidance to the word-of-mouth marketing practice and promotes the development of the education and training industry.