Research On Wechat Marketing Strategy Optimization Of W Education Ltd.

With the advent of the Internet era and the increasing coverage of smart mobile terminals,the business value of enterprises to enhance marketing effects by purchasing public domain traffic has gradually weakened.At the same time,private domain traffic marketing means using the We Chat platform began to flourish.W Education Ltd.,as a well-known domestic education technology organization,focuses on the field of online training for postgraduate qualifying examination,and the company is representative of the industry.At present,the company has made certain achievements in We Chat marketing,but there are still shortcomings that need to be further optimized.The main contents of this thesis are as follows.First of all,analyze the existing We Chat marketing environment of W Education Company.The thesis is based on the PEST Analysis and Michael Porter’s Five Forces Model,which is a macro,meso,and micro level analysis of W Education’s We Chat marketing environment.It is found that the current environment is conducive to W Education’s further optimization of its We Chat marketing strategy.Next,the shortcomings and reasons of W Education’s existing We Chat marketing strategy are analyzed.A survey was conducted with the internal We Chat private domain traffic users of W Education Company,and a total of360 valid questionnaires were returned.Using the new 4C theory and combined with the survey statistics,the thesis elaborated the We Chat marketing strategy implemented by W Education based on four elements: context,content,community,and connection,including building We Chat matrix,meeting marketing needs,aggregating external traffic,and transforming corporate roles.On this basis,the shortcomings of W Education’s existing We Chat marketing strategy in terms of context,content,community and connection are studied,and both subjective and objective reasons are summarized.Specifically,the We Chat marketing concept needs to be improved,the We Chat marketing team is not professional enough,the technical means of We Chat marketing is backward,and the external reality restriction.Again,from the analysis of the shortcomings and reasons,using the new 4C theory,the thesis propose the corresponding We Chat marketing strategy optimization plan for W Education Ltd.Firstly,optimize the scene strategy by fitting the time scenario,supplementing the offline experience link,and shortening the jumping link;secondly,optimize the content strategy by deepening user needs,improving content value,creating corporate intellectual property,and widening communication channels;thirdly,optimize the community strategy by keeping the community active,developing group scale board,and cooperating with circle marketing;fourthly,optimize the connection strategy by establishing social customer relationship management system,improving interaction mechanism,and empowering key opinion customer to optimize the connection strategy;fourthly,in order to ensure the smooth implementation of W Education’s We Chat marketing strategy optimization plan,the corresponding optimization guarantee measures are proposed from four aspects: cultural guarantee,human guarantee,financial guarantee and technical guarantee.The content of this thesis is closely integrated with the development of modern education industry,and this thesis expands the breadth and depth of the application of the new 4C theory.At the same time,the research results will play a direct and helpful role for W Education Ltd.to optimize its We Chat marketing strategy.Besides,this thesis also have a reference value for other enterprises in the same industry to optimize their We Chat marketing strategy.