Research On Word-of-mouth Marketing Strategy Of Civil Service Exam APP

In recent years,the popularity of civil service examination has been increasing.Influenced by the global COVID-19,people’s willingness to seek security is further intensified,the civil service examination training industry is developing more and more rapidly causing the intensifying competition in the industry.This poses new challenges to marketing strategies for businesses in the industry.The development of mobile networks has broken the physical barrier between communication.As the theory of six-degree separation says,everyone is in an invisible social network with widespread "weak ties" in society.The immediacy and interactivity of mobile network constantly tightened this "weak link",moving the real-life reputation based on traditional human-to-human communication into the mobile network,and word-of-mouth marketing communication has played an increasingly powerful influence.This paper combines the knowledge of communication and marketing,and analyzes the word-of-mouth marketing communication strategy of civil service exam APP by using 5T theory,ripple effect and weak relationship theory.In Chapter I,the background,purpose,significance and theoretical framework of this study are explained,and the concept of easy confusion such as word-of-mouth,word-of-mouth communication and word-of-mouth marketing were analyzed;In Chapter II,the development situation of the civil service examination training industry was combed,and a comparative analysis of the development and reputation status of mainstream civil service exam APP was made;In Chapter III,how the word-of-mouth marketing communication strategy accumulates word-of-mouth potential energy was explored,by means of the construction of the word-of-mouth marketing communication field of civil service exam APP and the analysis of the word-of-mouth marketing communication’ power source;In Chapter IV,the ripples’ diffusion and the return caused by the word-of-mouth marketing communication strategy of civil service exam APP are analyzed and explored,and the current word-of-mouth marketing communication mode of civil service exam APP was concluded;In Chapter V,the existing word-of-mouth marketing communication mode of civil service exam APP was reflected,improvement measures and word-of-mouth marketing communication mode based on the5 T theory were put forward,and the linkage of mobile social platforms and social CRM tracking of word-of-mouth ripples is the key in this mode.Through analysis,the author found that word-of-mouth marketing communication plays a significant role in promoting the development of industries represented by the civil service examination training industry based on OMO(online merge offline)mode,which can open up the online and offline market and promote the integration and transformation of online and offline resources.The development of mobile social network has fully enabled the brand’ word-of-mouth marketing communication,and will surely play a greater role under the continuous promotion of the dividend of mobile social network.